Investigating factors in the implementation of customer relationship management in Polish enterprises
Objective: The article aimed to determine the factors of the implementation and functioning of customer relationship management (CRM) in Polish enterprises, whether they see the benefits and whether they can identify the reasons for choosing specific software and its supplier in the field of CRM sy...
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| Format: | Article |
| Language: | English |
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Krakow University of Economics
2025-06-01
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| Series: | International Entrepreneurship Review |
| Subjects: | |
| Online Access: | https://ier.uek.krakow.pl/index.php/pm/article/view/2226 |
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| author | Agnieszka Bojanowska Katarzyna Łukasik-Stachowiak Katarzyna Toborek |
| author_facet | Agnieszka Bojanowska Katarzyna Łukasik-Stachowiak Katarzyna Toborek |
| author_sort | Agnieszka Bojanowska |
| collection | DOAJ |
| description |
Objective: The article aimed to determine the factors of the implementation and functioning of customer relationship management (CRM) in Polish enterprises, whether they see the benefits and whether they can identify the reasons for choosing specific software and its supplier in the field of CRM systems, and whether the collected data is subjected to effective analyses. The research problem is to determine the determinants of the implementation and operation of the CRM system in Polish enterprises. Due to the lack of detailed research on this topic among Polish enterprises and the emerging need for more and more frequent use of the CRM system, the article attempts to examine this issue.
Research Design & Methods: We formulated five research hypotheses adequate to analysing the research problem described in the literature sources. We conducted research using a survey questionnaire with the participation of a professional research panel. We surveyed 261 enterprises. We examined the relationships using the chi-square test (with Yates’ correction). We assessed relationship strength using Cramer’s V coefficient. Furthermore, we evaluated the strength and direction of the relationship using the Gamma coefficient. We subjected the data collected during the research to statistical analysis in Statistica TIBCO 13.3 software.
Findings: Research has shown that larger enterprises and those with a greater reach are more willing to use CRM IT systems. Enterprises that have incurred investment expenditure in the last three years also use these systems. The article also has theoretical implications. They allowed us to reveal certain phenomena in organisations and mechanisms. This can serve to create universal theoretical business models.
Implications & Recommendations: The article shows business practitioners how vital the application of the CRM system and its constant updating in the light of the latest trends are for their success. Moreover, in theoretical considerations, researchers indicate that companies notice numerous benefits after implementing CRM, such as the ability to make effective business decisions and increased customer loyalty. However, as mentioned in the article, many CRM implementations are fraught with the risk of failure.
Contribution & Value Added: The article discusses using CRM systems in business, which are essential in building lasting customer relationships in a rather saturated market. The article is dedicated mainly to practitioners but also to scientists deepening the topic of using CRM.
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| format | Article |
| id | doaj-art-e48f331e3899416fbcfce52bbeb7ef03 |
| institution | Kabale University |
| issn | 2658-1841 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Krakow University of Economics |
| record_format | Article |
| series | International Entrepreneurship Review |
| spelling | doaj-art-e48f331e3899416fbcfce52bbeb7ef032025-08-20T03:30:40ZengKrakow University of EconomicsInternational Entrepreneurship Review2658-18412025-06-0111210.15678/IER.2025.1102.06Investigating factors in the implementation of customer relationship management in Polish enterprisesAgnieszka Bojanowska0https://orcid.org/0000-0002-1624-5518Katarzyna Łukasik-Stachowiak1https://orcid.org/0000-0001-7632-9513Katarzyna Toborek2https://orcid.org/0009-0007-2408-9627Lublin University of TechnologyCzestochowa University of Technology, Faculty of ManagementLublin Maria Curie-Skłodowska University Objective: The article aimed to determine the factors of the implementation and functioning of customer relationship management (CRM) in Polish enterprises, whether they see the benefits and whether they can identify the reasons for choosing specific software and its supplier in the field of CRM systems, and whether the collected data is subjected to effective analyses. The research problem is to determine the determinants of the implementation and operation of the CRM system in Polish enterprises. Due to the lack of detailed research on this topic among Polish enterprises and the emerging need for more and more frequent use of the CRM system, the article attempts to examine this issue. Research Design & Methods: We formulated five research hypotheses adequate to analysing the research problem described in the literature sources. We conducted research using a survey questionnaire with the participation of a professional research panel. We surveyed 261 enterprises. We examined the relationships using the chi-square test (with Yates’ correction). We assessed relationship strength using Cramer’s V coefficient. Furthermore, we evaluated the strength and direction of the relationship using the Gamma coefficient. We subjected the data collected during the research to statistical analysis in Statistica TIBCO 13.3 software. Findings: Research has shown that larger enterprises and those with a greater reach are more willing to use CRM IT systems. Enterprises that have incurred investment expenditure in the last three years also use these systems. The article also has theoretical implications. They allowed us to reveal certain phenomena in organisations and mechanisms. This can serve to create universal theoretical business models. Implications & Recommendations: The article shows business practitioners how vital the application of the CRM system and its constant updating in the light of the latest trends are for their success. Moreover, in theoretical considerations, researchers indicate that companies notice numerous benefits after implementing CRM, such as the ability to make effective business decisions and increased customer loyalty. However, as mentioned in the article, many CRM implementations are fraught with the risk of failure. Contribution & Value Added: The article discusses using CRM systems in business, which are essential in building lasting customer relationships in a rather saturated market. The article is dedicated mainly to practitioners but also to scientists deepening the topic of using CRM. https://ier.uek.krakow.pl/index.php/pm/article/view/2226CRMenterpriseIT systembusinesscustomer |
| spellingShingle | Agnieszka Bojanowska Katarzyna Łukasik-Stachowiak Katarzyna Toborek Investigating factors in the implementation of customer relationship management in Polish enterprises International Entrepreneurship Review CRM enterprise IT system business customer |
| title | Investigating factors in the implementation of customer relationship management in Polish enterprises |
| title_full | Investigating factors in the implementation of customer relationship management in Polish enterprises |
| title_fullStr | Investigating factors in the implementation of customer relationship management in Polish enterprises |
| title_full_unstemmed | Investigating factors in the implementation of customer relationship management in Polish enterprises |
| title_short | Investigating factors in the implementation of customer relationship management in Polish enterprises |
| title_sort | investigating factors in the implementation of customer relationship management in polish enterprises |
| topic | CRM enterprise IT system business customer |
| url | https://ier.uek.krakow.pl/index.php/pm/article/view/2226 |
| work_keys_str_mv | AT agnieszkabojanowska investigatingfactorsintheimplementationofcustomerrelationshipmanagementinpolishenterprises AT katarzynałukasikstachowiak investigatingfactorsintheimplementationofcustomerrelationshipmanagementinpolishenterprises AT katarzynatoborek investigatingfactorsintheimplementationofcustomerrelationshipmanagementinpolishenterprises |