CUSTOMER LOYALTY IN SMALL AND MEDIUM-SIZED CZECH ENTERPRISES

The aim of the article is to present the research results focus on customer loyalty as a part of customer relationship management in small and medium-sized enterprises. The object of the research were small and medium-sized enterprises in the Moravian-Silesian Region in Czech Republic. The sample consisted of 1,446 respondents. The subject of the research was activities within the CRM architecture, both in the strategic part, as well as operational and collaborative CRM. The starting point of this article is a theoretical review on the issue researched. For the evaluation of selected activities, the modified PDCA method was used. Formulated hypotheses have been identified and evaluated by a Pearson correlation coefficient. Hypotheses were focused on the related enterprise size and selected activities. Correlation analysis has been applied to hypothesis verification. The high value of the correlation coefficient and the correlation significance test confirmed the statistically significant dependence on all variables. In our research sample, we found that there is a correlation between the size of SMEs and the implementation of the research activities. This was confirmed by the relative frequency of respondents' answers and verification of hypotheses. It is interesting finding that micro, small and also medium-sized enterprises do not implement two activities - setting up a method of determining who a loyal customer is and customer churn. Only the setting of the strategy for individual loyal customer implement most enterprises.