ASSESSMENT OF THE LEVEL OF INFORMATION INTEGRATION IN CRM SYSTEMS FOR SMES FOR THE NEEDS OF OMNICHANNEL RETAILING

Roman Domanski () and Adam Kolinski ()
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Roman Domanski: Poznan University of Technology, Faculty of Engineering Management, Institute of Logistics, Division of Production Engineering and Logistics, Poland
Adam Kolinski: Lukasiewicz Research Network - Institute of Logistics and Warehousing, Logistics Expertise Department, Poznan, Poland

Business Logistics in Modern Management, 2020, vol. 20, 197-214

Abstract: The basic theoretical omnichannel paradigm is full information integration of all retail channels. The authors try to answer the following research question: to what extent are modern CRM systems adapted to support omnichannel retailing in the range of information flow? The article aims to identify and evaluate conduct practices related to the acquisition, storage and sharing of information in CRM system retail channels from the perspective of possibilities offered by this class of software.The research was conducted using a survey method. The subject of the study are customer relationship management (CRM) systems for small and medium-sized enterprises (SMEs). The research entity are logistic companies that use CRM class software for multi-channel distribution. The result of the research is the assessment of the usability of CRM systems in terms of business needs posed by global competition in the field of multi-channel distribution. The authors point to the need to develop CRM systems in terms of their systemic and functional integration with business partners in the supply chain.Due to the large number of CRM systems available on the software market, the article focuses only on systems dedicated to SMEs. The results of the study include conclusions for designers and distributors of CRM systems regarding omnichannel information features of their IT applications. The authors' next research intention is to carry out similar research on CRM systems for large enterprises (analysis of similarities and differences).

Keywords: omnichannel; information integration; customer relationship management (CRM) system; small and medium enterprises (SMEs); surveys (search for similar items in EconPapers)
Date: 2020
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