Connection between Customer RelationshipManagement (CMR) and Market Orientation (MO) andthe Influence of Size of a Company and Type of Marketon CRM and MO

摘要

Purpose of the article: This paper is concerned with Market Orientation (MO) and Customer RelationshipManagement (CRM). These two topics have been frequently explored in the field of corporate managementand marketing. Nevertheless, these two concepts are still analyzed separately in the literature. This articleexplains why these concepts are interdependent and sets the degree of dependence of these concepts. It alsofinds out whether the level of MO and CRM is dependent on company size or the type of market.Methodology/methods: This article has been prepared based on the analysis of secondary and primarysources. The primary research was conducted on a sample of 29 completed questionnaires provided by firmsfrom the aerospace field in the Czech Republic. The level of CRM and MO was determined for each companyand a statistical verification was conducted.Scientific aim: One aim of this article is to reveal the interconnections between MO and CRM. Other aim isto determine whether CRM and MO are affected by the size of the company and whether they depend on thetype of market (business-to-business, i.e. B2B or business-to-customer, i.e. B2C).Findings: Findings of this article are new information in this area. The data strongly support the propositionthat MO is interconnected with CRM, while no dependence on the size of the company or the type of markethas been confirmed.Conclusions: This research supports the opinion that MO and CRM are appropriate for each of the researchedtype of the company (under certain conditions). The findings must be considered within the limitations of thisstudy. Conclusions for the whole business may be drawn after the comparison of experiences across businesssectors from different countries.