IDEAS home Printed from https://ideas.repec.org/a/osi/bulimm/v20y2020p197-214.html
   My bibliography  Save this article

Assessment Of The Level Of Information Integration In Crm Systems For Smes For The Needs Of Omnichannel Retailing

Author

Listed:
  • Roman Domanski

    (Poznan University of Technology, Faculty of Engineering Management, Institute of Logistics, Division of Production Engineering and Logistics, Poland)

  • Adam Kolinski

    (Lukasiewicz Research Network - Institute of Logistics and Warehousing, Logistics Expertise Department, Poznan, Poland)

Abstract

The basic theoretical omnichannel paradigm is full information integration of all retail channels. The authors try to answer the following research question: to what extent are modern CRM systems adapted to support omnichannel retailing in the range of information flow? The article aims to identify and evaluate conduct practices related to the acquisition, storage and sharing of information in CRM system retail channels from the perspective of possibilities offered by this class of software.The research was conducted using a survey method. The subject of the study are customer relationship management (CRM) systems for small and medium-sized enterprises (SMEs). The research entity are logistic companies that use CRM class software for multi-channel distribution. The result of the research is the assessment of the usability of CRM systems in terms of business needs posed by global competition in the field of multi-channel distribution. The authors point to the need to develop CRM systems in terms of their systemic and functional integration with business partners in the supply chain.Due to the large number of CRM systems available on the software market, the article focuses only on systems dedicated to SMEs. The results of the study include conclusions for designers and distributors of CRM systems regarding omnichannel information features of their IT applications. The authors' next research intention is to carry out similar research on CRM systems for large enterprises (analysis of similarities and differences).

Suggested Citation

  • Roman Domanski & Adam Kolinski, 2020. "Assessment Of The Level Of Information Integration In Crm Systems For Smes For The Needs Of Omnichannel Retailing," Business Logistics in Modern Management, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 20, pages 197-214.
    • Handle: RePEc:osi:bulimm:v:20:y:2020:p:197-214
    as

    Download full text from publisher

    File URL: http://www.efos.unios.hr/repec/osi/bulimm/PDF/BusinessLogisticsinModernManagement20/blimm2013.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osi:bulimm:v:20:y:2020:p:197-214. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Davor Dujak,PhD (email available below). General contact details of provider: https://edirc.repec.org/data/efosihr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.