Connections between Customer Relationship Management and Market Orientation

Daniela Frejková and Vladimír Chalupský
Additional contact information
Daniela Frejková: Brno University of Technology
Vladimír Chalupský: Brno University of Technology

Acta Universitatis Bohemiae Meridionalis, 2012, vol. 15, issue 1, 55-64

Abstract: The main goal of this paper is to analyse the relationship between two key managerial conceptions: customer relationship management (CRM) and market orientation (MO). It was decided to conduct a more thorough research on the basis of previous research in these fields, as MO and CRM should be strong concepts that help companies achieve success.This research was conducted on a sample of 43 completed questionnaires provided by firms from the field of aeronautics in the Czech Republic and partly in the Slovak Republic. The aerospace industry is a high-tech industry providing high added value. There is a high concentration of research and production capacity in this branch and the importance of the aeronautical industry is continuing to grow. The results of the present research show the level of interdependence between MO and CRM and major deficiencies in their practical application. The influence of MO and CRM on corporate performance was also confirmed.

Keywords: Customer Relationship Management; CRM; Market Orientation; Aeronautics (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://acta.ef.jcu.cz/doi/10.32725/acta.2012.005.html (text/html)
http://acta.ef.jcu.cz/doi/10.32725/acta.2012.005.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:15:y:2012:i:1:p:55-64

DOI: 10.32725/acta.2012.005

Access Statistics for this article

Acta Universitatis Bohemiae Meridionalis is currently edited by Tereza Šťástková

More articles in Acta Universitatis Bohemiae Meridionalis from University of South Bohemia in Ceske Budejovice, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ivo Andrle ().