CRM, SOCIAL NETWORKS AND SMALL AND MEDIUM ENTERPRISES. DOES IT ALL FIT TOGETHER?
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The original concept of customer relationship management as based on communication in the physical environment is gradually transforming into a new kind of marketing approach where contact through social networks and relationships within online communities predominate. This paper aims to increase knowledge of the use of customer relationship management and social customer relationship management practices in small and medium enterprises conducting their business in the Czech Republic. A sample of 308 respondents, primarily small and medium enterprises managers, employees and marketing specialists was collected using a questionnaire. The findings showed that organizations perceive digital marketing as more important than traditional marketing. About two-thirds of respondents consider customer relationship orientation to be very important; however, Social customer relationship management consider as “very important” about 15% of respondents. The comparison of findings to international studies and to larger corporations has brought some interesting knowledge.
Authors and Affiliations
Kateřina Kantorová, Pavel Bachmann, Monika Hrdinková
Keywords
Related Articles
- EP ID EP169601
- DOI -
- Views 126
- Downloads 0
CURRENT AND FUTURE POSITION OF PROGRAMMATIC BUYING IN DIGITAL INVESTMENTS ON THE SLOVAK MARKET
Programmatic buying represents a very effective - and lately also popular - way to purchase digital advertising space through the utilization of data, automated processes, and software systems. The main aim of this artic...
THE FACEBOOK COMMUNICATION OF THE FAR-RIGHT POLITICAL PARTIES IN THE CZECH REPUBLIC BEFORE THE 2017 ELECTIONS TO THE CHAMBER OF DEPUTIES
The main aim of this contribution is to provide a complex picture of the communication on Facebook of Far-right political parties in the Czech Republic before the 2017 elections to the Chamber of Deputies. This contribut...
IDENTIFYING THE DEFICIENCIES IN THE USE OF E-COMMERCE WEBSITES
The study examines the subjective assessment of selected usability features from the viewpoint of respondents as users, of e-commerce purchasing. Based on theoretical backgrounds, general heuristics, study literature, an...
FAST-TIME DIGITAL AGE AND LIFESTYLE CHANGES
The article aims at providing insight on certain social and psychological aspects of lifestyle changes in the environment of expanding information and communication technologies across the life of late modern society. We...
IMPACT OF DIGITAL MEDIA TO ELECTORAL BEHAVIOR OF CITIZENS
Media represents an important part of society, while in different ways it is involved in its formation and development. In addition to the traditional media, the importance of digital media in society is growing. The lat...