Customer relationship management in business operations of trading companies in Bosnia and Herzegovina

Figures & data

Figure 1. Customer satisfaction research in trading companies in BiH.

Source: Author’s research.

Figure 2. Image research of the market for evaluating the image of trading companies in BiH.

Source: Author’s research.

Figure 3. Activities in sales improvement and encouraging customers to shop.

Source: Author’s research.

Figure 4. Existence of the established system of awarding customer trust and loyalty (loyalty system).

Source: Author’s research.

Figure 5. Implementation of key account management.

Source: Author’s research.

Figure 6. Satisfaction of trading companies by the implementation of key account management.

Source: Author’s research.

Figure 7. Application of software solutions for CRM.

Source: Author’s research.

Table 1. Average grade of realised marketing goals of business activities (1 – absolutely dissatisfied with the goals realised; 5 – absolutely satisfied with the goals realised).

Ordinal number	Marketing goals	Average grade for the total sample (on a 1 to 5 scale)
1	Market growth	3.91
2	Sales volume	4.08
3	Competitive differentiation	3.80
4	Sales improvement effects	3.75
5	Profitability of business operations with the key customers	3.98
6	Expanding into new branches	3.55
7	Expanding into new markets within the main branch	3.69
8	Customer loyalty	4.00

Source: Author’s research.

Table 2. MANOVA test.

Multivariate tests^d
effect		Value	F	Hypothesis df	Error df	Sig.	Noncent. parameter	Observed power^b
Intercept	Pillai’s Trace	.992	497.757^a	8.000	33.000	.000	3982.054	1.000
	Wilks’ Lambda	.008	497.757^a	8.000	33.000	.000	3982.054	1.000
	Hotelling’s Trace	120.668	497.757^a	8.000	33.000	.000	3982.054	1.000
	Roy’s Largest Root	120.668	497.757^a	8.000	33.000	.000	3982.054	1.000
N_1	Pillai’s Trace	.485	3.883^a	8.000	33.000	.003	31.068	.967
	Wilks’ Lambda	.515	3.883^a	8.000	33.000	.003	31.068	.967
	Hotelling’s Trace	.941	3.883^a	8.000	33.000	.003	31.068	.967
	Roy’s Largest Root	.941	3.883^a	8.000	33.000	.003	31.068	.967
N_2	Pillai’s Trace	.551	5.054^a	8.000	33.000	.000	40.433	.993
	Wilks’ Lambda	.449	5.054^a	8.000	33.000	.000	40.433	.993
	Hotelling’s Trace	1.225	5.054^a	8.000	33.000	.000	40.433	.993
	Roy’s Largest Root	1.225	5.054^a	8.000	33.000	.000	40.433	.993
N_3	Pillai’s Trace	.455	3.450^a	8.000	33.000	.005	27.603	.942
	Wilks’ Lambda	.545	3.450^a	8.000	33.000	.005	27.603	.942
	Hotelling’s Trace	.836	3.450^a	8.000	33.000	.005	27.603	.942
	Roy’s Largest Root	.836	3.450^a	8.000	33.000	.005	27.603	.942
N_4	Pillai’s Trace	.426	3.058^a	8.000	33.000	.011	24.463	.908
	Wilks’ Lambda	.574	3.058^a	8.000	33.000	.011	24.463	.908
	Hotelling’s Trace	.741	3.058^a	8.000	33.000	.011	24.463	.908
	Roy’s Largest Root	.741	3.058^a	8.000	33.000	.011	24.463	.908
N_5	Pillai’s Trace	.508	4.267^a	8.000	33.000	.001	34.136	.980
	Wilks’ Lambda	.492	4.267^a	8.000	33.000	.001	34.136	.980
	Hotelling’s Trace	1.034	4.267^a	8.000	33.000	.001	34.136	.980
	Roy’s Largest Root	1.034	4.267^a	8.000	33.000	001	34.136	.980
N_6	Pillai’s Trace	.645	7.485^a	8.000	33.000	.000	59.880	1.000
	Wilks’ Lambda	.355	7.485^a	8.000	33.000	.000	59.880	1.000
	Hotelling’s Trace	1.815	7.485^a	8.000	33.000	.000	59.880	1.000
	Roy’s Largest Root	1.815	7.485^a	8.000	33.000	.000	59.880	1.000
N_1*N_2*	Pillai’s Trace	3.287	2.146	104.000	320.000	.000	223.185	1.000
N_3*N_4*	Wilks’ Lambda	.006	2.508	104.000	238.224	.000	211.979	1.000
N_5*N_6	Hotelling’s Trace	9.068	2.725	104.000	250.000	.000	283.361	1.000
	Roy’s Largest Root	3.390	10.432^c	13.000	40.000	.000	135.615	1.000

^a Exact statistic.

^b Computed using alpha = .05.

^c The statistic is an upper bound on F that yields a lower bound on the significance level.

^d Design: Intercept + N_1 + N_2 + N_3 + N_4 + N_5 + N_6 + N_1 * N_2 * N_3 * N_4 * N_5 * N_6.

Source: Author’s calculation based on the primary research.

Table 3. Univariate ANOVA test (a separate part).

Source	Dependent variable	Type III sum of squares	df	Mean square	F	Sig.	Noncent. parameter	Observed power
(…)
N_1 * N_2 * N_3 * N_4 * N_5 * N_6	Z_1	48.265	13	3.713	2.463	.015	32.023	.932
	Z_2	12.636	13	.972	2.824	.006	36.716	.964
	Z_3	55.741	13	4.288	2.002	.047	26.027	.857
	Z_4	41.348	13	3.181	2.101	.036	27.307	.877
	Z_5	45.051	13	3.465	1.327	.238	17.255	.645
	Z_6	38.119	13	2.932	1.859	.067	24.164	.823
	Z_7	45.115	13	3.470	2.105	.036	27.370	.878
	Z_8	55.505	13	4.270	2.024	.044	26.306	.861

Source: Author’s calculation based on the primary research.