Central European Business Review 2021, 10(3):67-89 | DOI: 10.18267/j.cebr.262

Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic

Adéla Langerová ORCID...1, Halina Starzyczná ORCID...2, ©árka Zapletalová ORCID...3
1 Silesian University, School of Business Administration in Karvina, Department of Business Economics and Management, chromcakova@opf.slu.cz
2 Silesian University, School of Business Administration in Karvina, Department of Business Economics and Management, starzyczna@opf.slu.cz
3 Silesian University, School of Business Administration in Karvina, Department of Business Economics and Management, zapletalova@opf.slu.cz

The article aims to evaluate the level of the analytical part of CRM in SMEs in Czechia and its impact on increasing the companies’ profitability. In the empirical part, primary quantitative research was carried out. The subject of quantitative research was selected for analytical activities. The object of the research was SMEs in the Moravian-Silesian Region. The questionnaire survey was attended by 1 067 respondents. To evaluate the level of the utilisation of selected analytical activities, the PDCA method (Deming cycle), which is used to evaluate process quality, was modified. The choice of this method was inspired by the Anglo-Australian approach to the evaluation of relationship marketing based on quality management. The starting point for the application of the PDCA method was the mode. This article provides a different perspective on CRM level assessment. A research question addressed the level of analytical activities performed. This approach highlighted the highest level in the evaluation of sales, customer satisfaction analysis, and customer segmentation, which are basic marketing activities. CRM cannot work without these activities. The lowest level was reflected in customer churn prediction and in setting up a method of measuring customer loyalty. Building long-term relationships are the main CRM goal, which should contribute to improving the economic results of companies. Therefore, five hypotheses were formulated, expressing the relationship between the level of selected analytical activities and the increasing profitability of the companies. The hypotheses were verified by regression analysis. All analytical activities had an impact on the profitability of companies.

Keywords: CRM; CRM architecture; analytical part of CRM; PDCA method; Czech Republic; customers; SMEs
JEL classification: M31

Received: July 6, 2020; Revised: September 3, 2020; Accepted: September 14, 2020; Prepublished online: January 29, 2021; Published: July 2, 2021  Show citation

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Langerová, A., Starzyczná, H., & Zapletalová, ©. (2021). Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic. Central European Business Review, 10(3), 67-89. doi: 10.18267/j.cebr.262
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