Souvislost mezi řízením vztahů k zákazníkům (CRM) a tržní orientací (MO) a vliv velikosti podniku a typu trhu na CRM a MO
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2013-12
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Mark
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Vysoké učení technické v Brně, Fakulta podnikatelská
Abstract
Purpose of the article: This paper is concerned with Market Orientation (MO) and Customer Relationship
Management (CRM). These two topics have been frequently explored in the field of corporate management
and marketing. Nevertheless, these two concepts are still analyzed separately in the literature. This article
explains why these concepts are interdependent and sets the degree of dependence of these concepts. It also
finds out whether the level of MO and CRM is dependent on company size or the type of market.
Methodology/methods: This article has been prepared based on the analysis of secondary and primary
sources. The primary research was conducted on a sample of 29 completed questionnaires provided by firms
from the aerospace field in the Czech Republic. The level of CRM and MO was determined for each company
and a statistical verification was conducted.
Scientific aim: One aim of this article is to reveal the interconnections between MO and CRM. Other aim is
to determine whether CRM and MO are affected by the size of the company and whether they depend on the
type of market (business-to-business, i.e. B2B or business-to-customer, i.e. B2C).
Findings: Findings of this article are new information in this area. The data strongly support the proposition
that MO is interconnected with CRM, while no dependence on the size of the company or the type of market
has been confirmed.
Conclusions: This research supports the opinion that MO and CRM are appropriate for each of the researched
type of the company (under certain conditions). The findings must be considered within the limitations of this
study. Conclusions for the whole business may be drawn after the comparison of experiences across business
sectors from different countries.
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Trendy ekonomiky a managementu. 2013, VII, č. 17, s. 52-60. ISSN 1802-8527.
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/specialni-cislo-17-rocnik-vii
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/specialni-cislo-17-rocnik-vii
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cs
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© Vysoké učení technické v Brně, Fakulta podnikatelská