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Market analysis of the CRM systems

By Martin Zelený

Abstract

This thesis is concerned with customer relationship management, commonly known under the abbreviation CRM, and the related market. The main aim is to analyse the CRM market in the Czech Republic, assessing both historical development and current situation. The thesis defines the term "customer relationship management", elaborates on its history, development, functionality and also on trends in the fields that either influence or have the potential to influence market development. The current and future situation of both world and domestic CRM systems markets are evaluated based on consultations with experts and on various data available. Criteria of the companies that are implementing CRM systems are among the factors that influence the market. The thesis presents these criteria, as well as the results of a research on selection criteria preference. The last part focuses on the preparation, execution and evaluation of the Czech market research. The hypotheses, which were identified on the basis of the research and past questionnaire surveys, are subsequently proved or disproved. The appendix contains a glossary of terms and abbreviations, and a copy of the research questionnaire is enclosed with the thesis

Topics: řízení vztahu se zákazníky; customer relationship management; průzkum trhu; trh; CRM system; market research; CRM systém; market; CRM
Publisher: Vysoká škola ekonomická v Praze
Year: 2012
OAI identifier: oai:invenio.nusl.cz:115929
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