Preferences among online/offline communication in small and medium sized Czech enterprises using CRM
Preferences among online/offline communication in small and medium sized Czech enterprises using CRM
Author(s): Adéla Chromčáková, Halina StarzycznáSubject(s): National Economy, Business Economy / Management, Theory of Communication, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication tools; Contacting customers; CRM parts; Online/offline communication; SMEs;
Summary/Abstract: The article presents individual results of CRM research in small and medium sized Czech enterprises. This article aims to present respondent’s answers related to the selection of communication tool (online or offline communication) according to the SMEs size and business field. The data for research was obtained by questionnaire in Moravian-Silesian Region. SMEs prefer personal contact with customers. In second place SMEs prefer an electronic customer contact then companies prefer telecommunication contact. In all size categories and field of business of SMEs are preferred these communication tools. However, it does not mean that SMEs do not combine communication tools and they do not use online of offline communication with customers. The hypothesis was verified at the end, which express the relationship among the size of SMEs and selection of communication tool.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 104-114
- Page Count: 11
- Language: English