Use of social media for customer relationship management in Slovenian mikro, small, and medium-sized enterprises

Abstract

Social media (SM) is becoming an important part of our everyday lives. Since enterprises are aware of this, they have increasingly been using social media for business purposes, especially for marketing and customer relationship management. Despite the fact that the Statistical Office of the Republic of Slovenia collects data on the use of social media for business purposes, this data does not provide comprehensive insights into the actual use of social media for customer relationship management. In addition, micro enterprises have participated in the survey on social media use only once, in 2013. That is why this research focuses on studying the use of social media for customer relationship management in micro, small and medium-sized enterprises. Using a survey, we obtained 119 valid questionnaires, which were analyzed using the SPSS software platform. We determined that social media is more commonly used for the interaction with customers, while the utilization of social media in combination with traditional CRM solutions for customer data management is less evident.