D 2016

Customer relationship management (CRM) in small brick-and-mortar retail shops: Back to the essence of CRM

SOLAROVÁ, Petra and Roman ŠVEC

Basic information

Original name

Customer relationship management (CRM) in small brick-and-mortar retail shops: Back to the essence of CRM

Name in Czech

Řízení vztahů se zákazníky (CRM) v malých kamenných maloobchodních prodejnách: Zpátky k podstatě CRM

Authors

SOLAROVÁ, Petra (203 Czech Republic, belonging to the institution) and Roman ŠVEC (203 Czech Republic, belonging to the institution)

Edition

1. vydání. Norristown, USA, Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, p. 1279-1286, 8 pp. 2016

Publisher

International Business Information Management Association (IBIMA)

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50600 5.6 Political science

Country of publisher

United States of America

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

storage medium (CD, DVD, flash disk)

RIV identification code

RIV/75081431:_____/16:00000946

Organization unit

Institute of Technology and Business in České Budějovice

ISBN

978-0-9860419-6-9

Keywords (in Czech)

řízení vztahů se zákazníky; CRM, B2C; maloobchod

Keywords in English

customer relationship management; CRM; B2C; retail

Tags

Změněno: 23/2/2017 09:21, Hana Dlouhá

Abstract

V originále

The essential thoughts of CRM are sometimes hidden or not fully obvious. Hence, the aim of this paper is to explore the reality of CRM in the form that was mainly typical in the past, i.e. customer relationship management without any software tools, only by using the knowledge in the entrepreneur’s head and his/her skills how to build and develop personal relationships with his/her customers. In order to catch the characteristic traits of this approach to CRM, own observation in the chosen small specialised brick-and-mortar retail shops and also semi-structured interviews with entrepreneurs or relevant internal workers of these chosen shops were used. The obtained data were analysed, compared and synthesised. Subsequently, the typical traits of CRM in the chosen small specialised shops were identified: (1) no anonymity, (2) sales interview as a kind of social contact, (3) sales interview as an opportunity to share experience. These traits can be considered as a competitive advantage. It is advisable to keep in mind the fundamental thought of CRM: the genuine personal and friendly approach.