Acta Univ. Bohem. Merid. 2012, 15(1):55-64 | DOI: 10.32725/acta.2012.005228

Connections between Customer Relationship Management and Market Orientation

Daniela Frejková, Vladimír Chalupský
Brno University of Technology

Keywords: Customer Relationship Management, CRM, Market Orientation, Aeronautics

The main goal of this paper is to analyse the relationship between two key managerial conceptions: customer relationship management (CRM) and market orientation (MO). It was decided to conduct a more thorough research on the basis of previous research in these fields, as MO and CRM should be strong concepts that help companies achieve success.
This research was conducted on a sample of 43 completed questionnaires provided by firms from the field of aeronautics in the Czech Republic and partly in the Slovak Republic. The aerospace industry is a high-tech industry providing high added value. There is a high concentration of research and production capacity in this branch and the importance of the aeronautical industry is continuing to grow. The results of the present research show the level of interdependence between MO and CRM and major deficiencies in their practical application. The influence of MO and CRM on corporate performance was also confirmed.

JEL classification: M31

Published: October 8, 2012  Show citation

ACS AIP APA ASA Harvard Chicago IEEE ISO690 MLA NLM Turabian Vancouver
Frejková, D., & Chalupský, V. (2012). Connections between Customer Relationship Management and Market Orientation. Acta Universitatis Bohemiae Meridionalis, 15(1), 55-64. doi: 10.32725/acta.2012.005
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. Bigné, J. E. et al., 2004. Market orientation: an antecedent to the industrial manufacturer's power. European Journal of Marketing, 28(1/2), 175 - 193. ISSN 0309-0566. Go to original source...
    2. Day, G. S., 1994. The Capabilities of Market-Driven Organizations. Journal of Marketing, 58(October 1994), 37-52. ISSN 0022-2429. Go to original source...
    3. Deshpandé, R. (ed.), 1999. Developing A Market Orientation. Thousand Oaks, California: Sage Publications, ISBN 0-7619-1693-8.
    4. Frejková, D., 2009. The Interrelations between Customer Relationship Management and Market Orientation in HighTech Companies in the Czech Republic. In Kocourek, A. (Ed.), Proceedings of the 9th International Conference Liberec Economic Forum 2009. Liberec, Czech Republic: Technical University of Liberec, 2009. p. 94-102. ISBN: 978-80-7372-523-5.
    5. Harrison-Walker, J. L., 2001. The measurement of a market orientation and its impact on business performance. Journal of Quality management, vol. 6, pp. 137 - 172. ISSN 1084-8568. Go to original source...
    6. Heiens, R. A., 2000. Market Orientation: Toward an Integrated Framework. Academy of Marketing Science Review, no. 1. pp. 5. ISSN 1526-1794.
    7. Chlebovský, V., 2005. CRM: Řízení vztahů se zákazníky [CRM: Customer Relationship Management]. 1st ed. Brno: Computer Press, 190 p. ISBN 80-251-0798-1.
    8. Javalgi, R.G. and CH. L. Martin, R.B. Young, 2006. Marketing research, market orientation and customer relationship management: a framework and implications for service providers. Journal of Services Marketing, 2006, 20(1), 12-23. ISSN 0887-6045. Go to original source...
    9. Jaworski, B.J. and A. K. Kohli, 1993. Market Orientation: Antecedents and Consequences. The Journal of Marketing, 57(3), 53-70. ISSN 0022-2429. Go to original source...
    10. Kohli, A.K. and B.J. Jaworski, 1990. Market Orientation - The Construct, Research propositions, and Managerial Implications. Journal of Marketing, 1990, vol. 54, 1-18. ISSN 0022-2429. Go to original source...
    11. Kuntze, R.J., SMA Innovative Teacher Comment Integrating Ethics, Market Orientation and Critical Thinking … Tough? Not if you have Russell Crowe! [Online]. 2008 [cit. 2008-11-20]. Retrieved from: http://prideferrell.net/Exercises_files/Kuntze.pdf.
    12. Narver, J.C. and S.F. Slater, 1990. The Effect on Market Orientation on Business Profitability. Journal of Marketing, 54(October 1990), 20 - 35. ISSN 0022-2429. Go to original source...
    13. Oudan, R., 2007. Market Orientation: Benefits to Firm and Economic Development, Theories, Concepts and Methods. Saarbrücken: VDM Verlag Dr. Müller, 108 p. ISBN 978-3-8364-1934-5.
    14. Roberts, M., L., R. R. Liu and K. Hazard, 2005. Strategy, Technology and Organisational Alignment: Key Components of CRM Success. Hampshire, UK: Henry Stewart Publications, Journal of Database Marketing and Customer Strategic Management, 2005, 12(4), 315 - 326. ISSN 1741-2447. Go to original source...
    15. Slater, S. F., and J. C. Narver, 1995. Market Orientation and Learning Organization. Journal of Marketing, vol. 59, 63 - 74. ISSN 0022-2429. Go to original source...
    16. Slater, S. F., and J. C. Narver, 1999. Market-oriented is more than being customer-led. Strategic Management Journal, 1999, vol. 20, ISSN 1165-1168. Go to original source...
    17. Storbacka, K. and J.R. Lehtinen, 2002. Řízení vztahů se zákazníky [Customer Relationship Management]. 1st ed. Prague: Grada, 167 p. ISBN 80-7169-813-X.
    18. Tomášková, E., 2005. Měření tržní orientace a její vliv na podnikový výkon [Measuring of market orientation and its influence on business performance]: Doctoral dissertation. Brno, Czech Republic: Brno University of Technology, Faculty of Business and Management, 149 p.
    19. Wessling, H., 2003. Aktivní vztah k zákazníkům pomocí CRM: Strategie, praktické příklady a scénáře [Active Relationship with Customers by CRM: Strategy, practical examples and scenarios]. 1st ed. Prague: Grada, 192 p. ISBN 80-247-0569-9.

    This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content