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The approach of SMEs to using the customer databases and CRM: Empirical study in the Slovak Republic

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dc.title The approach of SMEs to using the customer databases and CRM: Empirical study in the Slovak Republic en
dc.contributor.author Ližbetinová, Lenka
dc.contributor.author Štarchoň, Peter
dc.contributor.author Weberová, Dagmar
dc.contributor.author Nedeliaková, Eva
dc.contributor.author Juříková, Martina
dc.relation.ispartof Sustainability (Switzerland)
dc.identifier.issn 2071-1050 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2020
utb.relation.volume 12
utb.relation.issue 1
dc.type article
dc.language.iso en
dc.publisher MDPI AG
dc.identifier.doi 10.3390/SU12010227
dc.relation.uri https://www.mdpi.com/2071-1050/12/1/227
dc.subject SMEs en
dc.subject customer database en
dc.subject CRM en
dc.subject marketing trends en
dc.subject Slovakia en
dc.description.abstract Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro-and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-sized enterprises. © 2019 by the authors. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1009605
utb.identifier.scopus 2-s2.0-85079550393
utb.identifier.wok 000521955600227
utb.source j-scopus
dc.date.accessioned 2020-03-12T14:04:40Z
dc.date.available 2020-03-12T14:04:40Z
dc.description.sponsorship TACR [TL02000559, TL02000017, TL01000349]
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Štarchoň, Peter
utb.contributor.internalauthor Weberová, Dagmar
utb.contributor.internalauthor Juříková, Martina
utb.fulltext.sponsorship This research was supported by TAČR projects: TL02000559 Safe and secure cities for pedestrians and senior citizens, TL02000017 Inter-generation cooperation in digitalization, and TL01000349 stabilization and development of SMEs in rural areas.
utb.wos.affiliation [Lizbetinova, Lenka] Fac Corp Strategy, Inst Technol & Business Ceske Budejovice, Ceske Budejovice 37001, Czech Republic; [Starchon, Peter; Weberova, Dagmar; Jurikova, Martina] Tomas Bata Univ Zlin, Fac Multimedia Commun, Zlin 76001, Czech Republic; [Nedeliakova, Eva] Univ Zilina, Fac Operat & Econ Transport & Commun, Zilina 01026, Slovakia
utb.scopus.affiliation The Institute of Technology and Business in Ceske Budejovice, Faculty of Corporate Strategy, České Budějovice, 370 01, Czech Republic; Faculty of Multimedia Communications, Tomas Bata University in Zlín, Zlín, 760 01, Czech Republic; Faculty of Operation and Economics of Transport and Communications, University of Zilina, Žilina, 010 26, Slovakia
utb.fulltext.projects TL02000559
utb.fulltext.projects TL01000349
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Attribution 4.0 International Except where otherwise noted, this item's license is described as Attribution 4.0 International