Identifikace a posouzení míry vlivu faktorů na proces implementace CRM systémů

Abstract

The dissertation is aimed at identification and assessing the degree of influence factors in relation to the process of implementing CRM systems. Main aim of the thesis is to analyze the extent of other factors that affect the implementation of CRM systems and then defining their impact on performance measurement of implemented CRM systems. Specific objectives of the thesis are to find the level of companies in the Czech Republic that utilize CRM systems, identify expected benefits, key successes and failures of CRM systems’ implementation. Primary data, which became the basis for the analysis was obtained by survey. The sample of respondents consisted of firms that implemented fully or partially CRM systems and were able to assess various factors of CRM systems implementation. Evaluated are primarily factors reflecting the quality of customer information, support investment in CRM system by company’s management, the effects of implementing CRM system, the area of customer satisfaction, factors influencing profitability and business processes factors. Data are described by descriptive statistics indicators, among which belong the arithmetic mean, median, variance, skewness and kurtosis coefficients. More detailed analysis of the dependencies is solved by application of analysis of variance and correlation analysis. In the analysis of quantitative variables was used linear regression analysis. Qualitative data, obtained by personal interviews are processed using the method of analytic hierarchy process due to its decomposition effects.