CRM SYSTEM IN SMALL AND MEDIUM-SIZED ENTERPRISES Adéla Chromčáková
1.3 CRM system in small and medium-sized enterprises
Two views on the issue of CRM exist based on the previous research and published scientific articles about the topic. The first view is mainly concern about ownership and managing of this system for many reasons. The second view is already implemented system in SMEs, but these companies do not have sufficient knowledge to properly and effciently work with this system. The CRM system is a regular part of large companies, but CRM is not common in small and medium-sized enterprises. The most of SMEs do not implement this system for several reasons - the lack of knowledge about CRM, the lack of resources or insufficient professional knowledge to implement this system. It is essential that SMEs have started with the implementation of information system (IS) in their trade operations with the aim to improve the company value and obtain the major competitive advantage in market.
The CRM system has the potential to improve the company values and competitiveness of SMEs. The majority of SMEs do not realize the benefits that CRM provide (Boon et. al., 2011). Marinescu et. al. (2007) say, that one of the reasons why companies do not implement the CRM system is that top management have a concern, because theyhave lack enoug knowledge and they do not know how they can work with this system. That means the lack of support from top management and barriers for employees to create this system. Primarily the Czech companies have not sufficient knowledge and do not realize the consequences of this situation. It is difficult to motivate the employees if the top management remains unconcerend. It is therefore necessary to begin with changes of thinking of top management.
Only in this way companies can work quality and with mutual advantage to use customer relationships (Starzyczná et. al., 2007).Another reason that the SMEs refuse to work with system is the lack of financial resources. A lots of enterprises state this reason - the company does not have sufficiency resources for this system. One solution of this problem is the possibility to use the financial support which offer our country or European Union.
Another way to solve this problem with resources is using the CRM system which is provided for free, for example by online Google documents or simple making of Excel tables.
However, on the base of research which was realized by Stoklasa (2012), if company works with CRM system they do not know their key customers and on this way it is not possible to work with system correctly.
If SMEs have own information technology and sufficient professional knowledge, they can make own CRM system. Nevertheless, there are already a lots of sellers, who offer various CRM applications with extensive possibilities for using. A problem occurs in the right choice of CRM for company (Starzyczná et. al, 2007).
2 METHODS
As mentioned in the Introduction the aim of this paper is to identify the development of major topics within the CRM systems in SMEs and show possible directions for future research in the field of dissertation thesis. The possibilities for future research are based on co-word
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analysis with using VOSviewer software. The VOSviewer (VOS) is software which is useful for creating, visualizing and exploring bibliometric maps of science and the aim is to provide the visualization of objects which are located in distance between any pair of objects.
The program is available for free and it can be used for analyzing all of bibliometric network data (Van Eck & Waltman, 2010). The program can be used to construct maps of authors based on co-citation data or maps of keywords on co-occurrence data. The VOS supports creating term maps which are based on a corpus of documents. This term map has two dimension in which are interpreted as an indication of the relatedness of the terms.
If the distance between two terms is small that means the strong relation between them.
The VOS can only handle English language documents(Van Eck & Waltman, 2011).
For the VOSviewer analysis of 500 articles from the Web of Science which were found according to the keyword: CRM was used. The Web of Science have a lots of articles about CRM system in generally or CRM for large companies and that is reason why was necessary to add another keyword for better comparison : SMEs.
3 R
ESULTSFirstly the VOS program for co-word analysis was used (see. Figure No. 2). This term map was created based on a corpus of publications from journal about the CRM system and small and medium-sized enterprises. This corpus was extracted from the Web of Science database from the Journal of Marketing because of the near terms of the topic. Using the text mining of VOSviewer a term map was created based on the titles and abstracts of 500 publications in the period 2006 - 2016. Out of the 1570 noun phrases that occur at least 10 publications in the corpus. The term map contains about 150 noun phrases which are the most relevant.
Figure 9 - The term map of the Journal of Marketing. Source: Author's work
The color of a term indicates the average citation impact of the publications. Color range from blue (the lowest citation impact) to red (the highest citation impact). The cluster size shows the occurrence number of words. As can be seen in the map (see. Figure No 2) the main keywords of CRM system are in four clusters - the impact, application, relationship and customer. The word: impact is mostly connected with words: evidence, satisfaction, SME
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performance, development or measurement. The impact is not connected with the word: firm or customer. The relationship is connected with the market and the application is mostly connected with firm. The word: customer have connection with value. Another smaller but important clusters are: evidence, firm and development. Based on articles from the WoS database from the Journal of Marketing are only two words about SMEs, for example SME performace which is connected to the firm and evidence or SME entry mode choice have connection only with impact. This analysis is for future research of academic articles wich are written in field as mentioned.
The second step of using the VOSviewer in this paper is a term map of co-author analysis (see. Figure No. 3). This map was created based on 500 academic publications from the Web of Science. 121 authors that occur at least 5 publications in the corpus. The map shows 121 items in 17 clusters but the main authors are in five clusters.
Figure 10 - The VOSviewer map of marketing academics. Source: Author's work
As can be seen the first and main cluster is author Kumar V. who is the most citated author.
Kumar focuses on the customer lifetime value, customer needs and long-term customer relationship management. He says that relationship marketing emphasizes the need for maintaining long-term customer relationships and with Reinartz WJ. developed a framework profitability of customers in the computation of lifetime duration. The most often co-authorship is with Venkatesan Rajkumar who is market oriented and focus on the impact of multichannel shopping on customer profitability. His publications are also with Kumar V. and with Krafft Manfred. Krafft M. focus on customer management and on the question: How to manage relationships with customers effectively. He also often cooperate with Reinartz WJ. and with Verhoef Peter C. Verhoef is an author who writes mainly about customer experience management and customer engegament and cooperates with Neslin Scott A., who focuses on multichannel customer management and on the research-shopper phenomenon.
As mentioned above the main clusters of authors focused on customer - customer needs, lifetime value, engegament, shopping etc. These authors do not divide the size of enterprises
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(large, small or medium-sized enterprises). It means that from the Web of Science database are not too many authors who are interested in about CRM system in SMEs.
4 C
ONCLUSIONBased on the researches by Starzyczná (2007) and Stoklasa (2013) and published scientific articles is the CRM system in small and mediun-sized enterprises already implemented, but the companies have problem with sufficient knowledge to properly and effciently work with the system in one way. In second way the enterprises do not use this system, because they have a lack of financial resources and the top management of company do not see any advantage of the CRM system. Nowadays, there are a lots of free available programs that can be used for database about customers, but the question is if the company know about it or they only do not want to use this system because of the lack of time, any responsible employee or as mentioned above they do not see any advantage of using it.
The analysis based on VOS software shows the main authors in five clusters who are the top academic scientists in CRM area. Interesting information based on VOSviewer analysis and the Web of Science databse is that are not too many world scientists who are interested in area of CRM in small and medium-sized enterprises however, in European Union are the most companies just small and medium-sized.
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Contact information Ing. Adéla Chromčáková Silesian University in Opava
School of Business Administration in Karvina Address +420 777 06 03 03
chromcakova@opf.slu.cz
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P
OSITION OFL
OGISTICS IN ORGANIZATIONAL STRUCTURES-
TRENDSJan Jakeš
Abstract
The aim is a description of the different types of organizational structures in companies, their strengths and weaknesses, and trends in the organizational structures. Than is described the position of logistics in organizational structures, different logistic systems in organizational structures from practise. The next section describes the structure of logistics centrally managed for manufacturing companies and types of information flows across the logistical structure of production. In conclusion are mentioned the latest trends in the structures of business logistics and the potential contribution of this work.
Keywords: Organizational structures of the company, the position of logistics in organizational structure, links beetween logistics and other department, centrally controlled logistics, information flows, globalization, trends, materials and components, production planning, business logistics.
1 INTRODUCTION
The aim of this paper is to describe the various organizational structures and the latest trends, the position of Logistics in the organizational structure, various types of organizations of logistics. From my perspective this is an interesting topic, which almost does not occur in professional publications of organizational structures in general and in scientific publications about logistics is their position in the organizational structures mentioned rarely. Regarding the current organizational structures in logistics, I drew mainly from my twelve-year experience in the logistics of various manufacturing companies. Status of logistics in the organizational structures of enterprises is a current topic, while other departments within the organizational structure regularly appear in various forms, logistics services begin to appear in the last 30 years. Professional literature about the status of procurement and logistics is chary and any information in this area as in IT and a marketing quickly becoming obsolete. The organizational structures of individual firms mentioned in specialized publications such Lambert, Stock, Ellram (2005) are likely have changed in real time, especially if it is a re-release edition.