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Open AccessArticle

The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic

The Institute of Technology and Business in Ceske Budejovice, Faculty of Corporate Strategy, 370 01 České Budějovice, Czech Republic
Faculty of Multimedia Communications, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic
Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 26 Žilina, Slovakia
Author to whom correspondence should be addressed.
Sustainability 2020, 12(1), 227;
Received: 26 October 2019 / Revised: 18 December 2019 / Accepted: 23 December 2019 / Published: 26 December 2019
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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. View Full-Text
Keywords: SMEs; customer database; CRM; marketing trends; Slovakia SMEs; customer database; CRM; marketing trends; Slovakia
MDPI and ACS Style

Ližbetinová, L.; Štarchoň, P.; Weberová, D.; Nedeliaková, E.; Juříková, M. The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic. Sustainability 2020, 12, 227.

AMA Style

Ližbetinová L, Štarchoň P, Weberová D, Nedeliaková E, Juříková M. The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic. Sustainability. 2020; 12(1):227.

Chicago/Turabian Style

Ližbetinová, Lenka; Štarchoň, Peter; Weberová, Dagmar; Nedeliaková, Eva; Juříková, Martina. 2020. "The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic" Sustainability 12, no. 1: 227.

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