CUSTOMER RELATIONSHIP MANAGEMENT IN SMALL AND MEDIUM-SIZED ENTERPRISES OF THE MORAVIAN-SILESIAN REGION: QUALITATIVE RESEARCH

Abstract

Customer relationship management (CRM) is in the centre of attention of companies of any size and it is applied in different areas of national economy. In the School of Business Administration in Karviná the CRM research is being carried out since 2005 under a grant and other projects. The objective of this article is to introduce partial results of the latest research carried out especially under “Student Grant Competition” (2017-2019) or under the project of long-term sustainability OP VK (2014-2019). The particular objective of this contribution is to introduce brief conclusions of the interviews we had with representatives of small and medium sized enterprises (SME) in the MoravianSilesian Region. These interviews were a necessary part of the pre-research phase of our qualitative research. Our research topic is connected with the main problem areas of CRM in the MoravianSilesian Region.