PREFERENCES AMONG ONLINE/OFFLINE COMMUNICATION IN SMALL AND MEDIUM SIZED CZECH ENTERPRISES USING CRM
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
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.
Authors and Affiliations
Adéla Chromčáková, Halina Starzyczná
Keywords
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