THE LEVEL OF STRATEGIC PART OF CRM ARCHITECTURE IN SMALL AND MEDIUM-SIZED ENTERPRISES IN THE CZECH REPUBLIC.

This paper aims to evaluate the level of the strategic part of CRM in SMEs in the Czech Republic. In the empirical part, quantitative primary research was carried out. The questionnaire survey was attended by 1 067 respondents. To evaluate the primary research, the PDCA method, which is used to evaluate process quality, was modified. This paper provides a different perspective on CRM level assessment. Based on a literature search, a research question and hypotheses dealing with the level of strategic activities were formulated. The communication strategy reached the highest level in terms of implementation. The hypotheses examined the relationship not only between the level of CRM strategy determination, the perception of the CRM importance and the increase in the number of loyal customers, but also between the size of SMEs and selected strategic activities. For most hypotheses, this relationship was confirmed, even if there is a differentiated degree of tightness. [ABSTRACT FROM AUTHOR]