Vol. 11 No. 2 (2025)
June

Articles

Investigating factors in the implementation of customer relationship management in Polish enterprises

Published 2025-06-30

  • Agnieszka Bojanowska
    • ,
  • Katarzyna Łukasik-Stachowiak
    • ,
  • Katarzyna Toborek

Agnieszka Bojanowska
Lublin University of Technology

Katarzyna Łukasik-Stachowiak
Czestochowa University of Technology, Faculty of Management

Katarzyna Toborek
Lublin Maria Curie-Skłodowska University

Abstract

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.

Keywords

CRM, enterprise, IT system, business, customer

(PDF) Save

Author Biography

Agnieszka Bojanowska

PhD in Economics (2011, University of Radom). Assistant professor at Lublin University of Technology, Faculty of Management, Department of Marketing. ul. Nadbystrzycka 38d, 20-618 Lublin. Her scientific interests include customer relationship management, marketing, neuromarketing, and marketing communication.

Katarzyna Łukasik-Stachowiak

PhD in Economics (2009, Technical University of Lodz). Working at Czestochowa University of Technology, Faculty of Management, Department of Management and Entrepreneurship. Her scientific interests include organisational culture management, CRM, management concepts, and AI in business.

Katarzyna Toborek

Master of Science. Woking at Lublin Maria Curie-Skłodowska University. Her scientific interests include statistical analysis and statistical modelling.

References

  1. Abbott, J. (2003). Does employee satisfaction matter? A study to determine whether low employee morale affects customer satisfaction and profits in the business‐to‐business sector. Journal of Communication management, 7(4). 333-339. https://doi.org/10.1108/13632540310807467
  2. Abdul-Muhmin, A. (2012). CRM technology use and implementation benefits in an emerging market. Journal of Database Marketing & Customer Strategy Management 19, 82-97, https://doi.org/10.1057/dbm.2012.13
  3. Aliyu, O.A., & Nyadzayo, M.W. (2018). Reducing employee turnover intention: A customer relationship management perspective. Journal of Strategic Marketing, 26(3), 241-257. https://doi.org/10.1080/0965254X.2016.1195864
  4. Anshari, M., Almunawar, M.N., Lim, S.A., & Al-Mudimigh, A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101. https://doi.org/10.1016/j.aci.2018.05.004
  5. Arsić, S., Banjević, K., Nastasić, A., Rošulj, D., & Arsić, M. (2018). Family Business Owner as a Central Figure in Customer Relationship Management. Sustainability, 11(1), 77. https://doi.org/10.3390/su11010077
  6. Bai, F., & Qin, Y. (2016). The Implementation of Relationship Marketing and CRM: How to Become a Customer-Focused Organization. Journal of Business & Economic Policy, 3(2), 112-124. https://doi.org/10.30845/jbep
  7. Becker, A. (2018). Wykorzystanie technologii informacyjno-telekomunikacyjnych w przedsiębiorstwach w ujęciu wojewódzkim. Statystyka w społeczeństwie informacyjnym. Wiadomości Statystyczne, 3(682), 69-82. Retrieved from https://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.desklight-804a6533-8677-4455-96a9-9dad4d1d457f on June 19, 2024.
  8. Becker, J.U., Greve, G., & Albers, S. (2009). The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention. International Journal of Research in Marketing, 26(3), 207-215. https://doi.org/10.1016/j.ijresmar.2009.03.006
  9. Berestetska, O., Iankovets, T., Orozonova, A., Voitovych, S., Parmanasova, A., & Medvedieva, K. (2023). Using Crm Systems for the Development and Implementation of Communication Strategies for Digital Brand Management and Internet Marketing. International Journal of Professional Business Review, 8(4), 1-16. https://doi.org/10.26668/businessreview/2023.v8i4.1613
  10. Bohling, T., Bowman, D., LaValle, S., Mittal, V., Narayandas, D., Ramani, G., & Varadarajan, R. (2006). CRM Implementation: Effectiveness Issues and Insights. Journal of Service Research, 9(2), 184-194. https://doi.org/10.1177/1094670506293573
  11. Bose, R. (2002). Customer relationship management: Key components for IT success. Industrial Management & Data Systems, 102(2), 89-97. https://doi.org/10.1108/02635570210419636
  12. Bull, C. (2003). Strategic issues in customer relationship management (CRM) implementation. Business Process Management Journal, 9(5), 592-602. https://doi.org/10.1108/14637150310496703
  13. Bush, A.J., Moore, J.B., & Rocco, R. (2005). Understanding sales force automation outcomes: A managerial perspective. Industrial Marketing Management, 34(4), 369-377. https://doi.org/10.1016/j.indmarman.2004.09.016
  14. Chang, H.H., Wong, K.H., & Fang, P.W. (2014). The effects of customer relationship management relational information processes on customer-based performance. Decision Support Systems, 66, 146-159. https://doi.org/10.1016/j.dss.2014.06.010
  15. Chromčáková, A., Starzyczná, H., & Stoklasa, M. (2017). The level of selected CRM areas in small and medium sized enterprises in Czech Republic. Forum Scientiae Oeconomia, 5(4), 59-70. https://doi.org/10.23762/FSO_VOL5NO4_17_5
  16. Dalla Pozza, I., Goetz, O., & Sahut, J.M. (2018). Implementation effects in the relationship between CRM and its performance. Journal of Business Research, 89, 391-403. https://doi.org/10.1016/j.jbusres.2018.02.004
  17. Deshmukh, G.K., Mukerjee, H.S., & Prasad, U.D. (2020). Risk Management in Global CRM IT Projects. Business Perspectives and Research, 8(2), 156-172. https://doi.org/10.1177/2278533719887005
  18. Farhan, M.S., Abed, A.H., & Ellatif, M.A. (2018). A systematic review for the determination and classification of the CRM critical success factors supporting with their metrics. Future Computing and Informatics Journal, 3(2), 398-416. https://doi.org/10.1016/j.fcij.2018.11.003
  19. Finnegan, D.J., & Currie, W.L. (2010). A multi-layered approach to CRM implementation: An integration perspective. European Management Journal, 28(2), 153-167. https://doi.org/10.1016/j.emj.2009.04.010
  20. Gartner's Magic Quadrant Reports (2023). Retrieved from https://www.gartner.com/en/documents/4899431 on June 19, 2024.
  21. Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Iturricha Fernández, A. (2021). Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector. Technological Forecasting and Social Change, 169, 120838. https://doi.org/10.1016/j.techfore.2021.120838
  22. CSO (GUS, 2010). Społeczeństwo informacyjne w Polsce – Wyniki badań statystycznych z lat 2006–2010. GUS Warszawa. Retrieved from https://stat.gov.pl/cps/rde/xbcr/gus/nts_spolecz_inform_w_polsce_2006-2010.pdf html on January 5, 2024.
  23. CSO (GUS, 2015). Nauka i technika. Społeczeństwo informacyjne. Rocznik Statystyczny Rzeczypospolitej Polskiej 2015. GUS, Warszawa.
  24. CSO (GUS, 2023). Koniunktura w przetwórstwie przemysłowym, budownictwie, handlu i usługach 2000-2023 (grudzień 2023). GUS, Warszawa.
  25. Ferreira, M.S., Antão, J., Pereira, R., Bianchi, I.S., Tovma, N., & Shurenov, N. (2023). Improving real estate CRM user experience and satisfaction: A user-centered design approach. Journal of Open Innovation: Technology, Market, and Complexity, 8(2). https://doi.org/10.1016/j.joitmc.2023.100076
  26. Ismail, H.B., Talukder, D., & Panni, M.F.A.K. (2007). Technology dimension of CRM: The orientation level and its impact on the business performance of SMEs in Malaysia. International Journal of Electronic Customer Relationship Management, 1(1), 16. https://doi.org/10.1504/IJECRM.2007.014423
  27. Jafari Navimipour, N., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees’ satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052-1066. https://doi.org/10.1016/j.chb.2015.10.036
  28. Korzyński, P., Mazurek, G., Altman, A., Ejdsys, J., Kazlauskaite, R., Paliszewska, J., Wach, K., & Ziemba, E. (2023). Generative Artificial Intelligence as a New Context for Management Theories: Analysis of ChatGPT. Central European Management Journal, 31(1). https://doi.org/10.1108/CEMJ-02-2023-0091
  29. Krasnikov, A., Jayachandran, S., & Kumar, V. (2009). The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies: Evidence from the U.S. Commercial Banking Industry. Journal of Marketing, 73(6), 61-76. https://doi.org/10.1509/jmkg.73.6.61
  30. Kumar, A., Steward, M.D., & Morgan, F.N. (2018). Delivering a superior customer experience in solutions delivery processes: Seven factors for success. Business Horizons, 61(5), 775-782. https://doi.org/10.1016/j.bushor.2018.05.010
  31. Lin, R., Chen, R., & Chiu, K. (2010). Customer relationship management and innovation capability: an empirical study. Industrial Management & Data Systems, 110(1), 111-133. https://doi.org/10.1108/02635571011008434
  32. Macdonald, E.K., Kleinaltenkamp, M., & Wilson, H.N. (2016). How Business Customers Judge Solutions: Solution Quality and Value in Use. Journal of Marketing, 80(3), 96-120. https://doi.org/10.1509/jm.15.0109
  33. Meng, X. (2012). The effect of relationship management on project performance in construction. International Journal of Project Management, 30(2), 188-198. https://doi.org/10.1016/j.ijproman.2011.04.002
  34. Mithas, S., Krishnan, M.S., & Fornell, C. (2005). Why Do Customer Relationship Management Applications Affect Customer Satisfaction?. Journal of Marketing, 69(4), 201-209. https://doi.org/10.1509/jmkg.2005.69.4.201
  35. Nguyen, T.H., & Waring, T.S. (2013). The adoption of customer relationship management (CRM) technology in SMEs: An empirical study. Journal of Small Business and Enterprise Development, 20(4), 824-848. https://doi.org/10.1108/JSBED-01-2012-0013
  36. Nguyen, T.H., Sherif, J.S., & Newby, M. (2007). Strategies for successful CRM implementation. Information Management & Computer Security, 15(2), 102-115. https://doi.org/10.1108/09685220710748001
  37. Özgener, Ş., & İraz, R. (2006). Customer relationship management in small–medium enterprises: The case of Turkish tourism industry. Tourism Management, 27(6), 1356-1363. https://doi.org/10.1016/j.tourman.2005.06.011
  38. PARP (2018). Raport o stanie sektora małych i średnich przedsiębiorstw w Polsce. 2018. Warszawa. Retrieved from https://www.parp.gov.pl/publications/publication/raport-o-stanie-sektora-msp-w-polsce-2018?sort=default&term%5B%5D=1&text_search= on January 8, 2024.
  39. Pohludka, M., & Štverková, H. (2019). The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises. Administrative Sciences, 9(1), 22. https://doi.org/10.3390/admsci9010022
  40. Preece, Ch., Chong, H.Y., Golizadeh, H., & Rogers, J. (2015). A review of customer relationship (CRM) implications: Benefits and challenges in construction organizations. International Journal of Civil Engineering, 13(3). https://doi.org/10.22068/IJCE.13.3.362
  41. Reicher, R., & Szeghegyi, Á. (2015). Factors affecting the selection and implementation of a Customer Relationship Management (CRM) process. Acta Polytechnica Hungarica, 12(4), 183-200. https://doi.org/10.12700/aph.12.4.2015.4.11
  42. Reijonen, H., & Laukkanen, T. (2010). Customer relationship oriented marketing practices in SMEs. Marketing Intelligence & Planning, 28(2), 115-136. https://doi.org/10.1108/02634501011029646
  43. Report CRM market research reports by IDC (2023). Retrieved from https://www.marketresearch.com/IDC-v2477/CRM-c857/1.html on June 19, 2024.
  44. Report E-commerce w Polsce 2023 (2023). Retrieved from https://www.gemius.pl/wszystkie-artykuly-aktualnosci/id-79-internautow-kupuje-online-raport-e-commerce-w-polsce-2023-juz-dostepny.html on June 9, 2024.
  45. Rostek, K., Wiśniewski, M., & Kucharska, A. (2012). Cloud Business Intelligence for Smes Consortium. Foundations of Management, 4(1), 105-122. https://doi.org/10.2478/fman-2013-0006
  46. Santouridis, I., & Veraki, A. (2017). Customer relationship management and customer satisfaction: The mediating role of relationship quality. Total Quality Management & Business Excellence, 28(9-10), 1122-1133. https://doi.org/10.1080/14783363.2017.1303889
  47. Siu, N. (2016). Customer Relationship Management and Recent Developments. Administrative Sciences, 6(3), 7. https://doi.org/10.3390/admsci6030007
  48. The State of CRM (2023). Retrieved from https://www.salesforce.com/resources/research-reports/state-of-crm/ on June 19, 2024.
  49. Turban, E., Leidner, D., McLean, E., & Wetherbe, J. (2008). Information Technology for Management Transforming Organizations in the Digital Economy. 6th Edition. Hoboken: John Wiley & Sons (Asia) Pte Ltd.
  50. Valsecchi, M., Renga, F.M., & Rangone, A. (2007). Mobile customer relationship management: an exploratory analysis of Italian applications. Business Process Management Journal, 13(6), 755-770. https://doi.org/10.1108/14637150710834532
  51. Wach, K. (2020). A Typology of Small Business Growth Modelling: A Critical Literature Review. Entrepreneurial Business and Economics Review, 8(1), 159-184. https://doi.org/10.15678/EBER.2020.080109
  52. Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: measurement, antecedents and consequences. Management Decision, 50(1), 115-12. https://doi.org/10.1108/00251741211194903
  53. Wilson, H., Clark, M., & Smith, B. (2007). Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network. Industrial Marketing Management, 36(6), 770-783. https://doi.org/10.1016/j.indmarman.2005.09.008
  54. Yapanto, L.M., Diah, A.M., Kankaew, K., Dewi, A.K., Dextre-Martinez, W.R., Kurniullah, A.Z., & Villanueva-Benites, L.A. (2021). The effect of CRM on employee performance in banking industry. Uncertain Supply Chain Management, 9(2), 295-306. https://doi.org/10.31219/osf.io/xbjns

Downloads

Download data is not yet available.

Similar Articles

1-10 of 183

You may also start an advanced similarity search for this article.