Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia
Апстракт
Current sustainability challenges require businesses to develop their relations with customers
and markets through relationship marketing and jointly create added value of their services
responsive to environmental, social and economic requirements at the same time. This article also
supports the gender equality within the SDGs (fifth goal). As (SMEs Report, 2018) micro companies
make 89.137, small enterprises make 11.219, entrepreneurs in shops and services sectors make 272.969
and cooperatives in agriculture and food trade make 1.196, they comprise most of the SMEs sector in
Serbia, while Medium-sized firms make 2.517, and large enterprises make 540. Female entrepreneurs,
which represent 32% of all SMEs and 22% from cooperatives were selected for the research sample
with the aim to primarily represent the sectors their businesses operate within. The empirical research
was provided in Serbia in 2021 on the sample of 220 female enterprises, shops and cooperatives, most
of whi...ch operate in service sectors. The aim is to indicate the importance of the institutional factors
(IF, government support) and customer relationship marketing (CRM) and their influence on the
sustainability of the women’s enterprises (WES). Findings show that CRM significantly impacts the
WES, showing that the market and customer loyalty are the most important for the sustainability
and resilience of the business. At the same time, results show the importance of the IF government
measures’ and policies’ influence and reveal that insufficient attention that has been dedicated to
(WES) and SDGs goals of gender equality in feminist economics.
Кључне речи:
gender equality / sustainability / CRM / government support policies / feminist economicsИзвор:
Sustainability, 2021, 13, 10824-Издавач:
- Basel : MDPI (Multidisciplinary Digital Publishing Institute)
Финансирање / пројекти:
- Министарство науке, технолошког развоја и иновација Републике Србије, институционално финансирање - 200216 (Институт за повртарство, Смедеревска Паланка) (RS-MESTD-inst-2020-200216)
DOI: 10.3390/su131910824
ISSN: 2071-1050
WoS: 000733756300001
Scopus: 2-s2.0-85116106925
Институција/група
Institut za povrtarstvoTY - JOUR AU - Ćurčić, Nikola AU - Grubor, Aleksandar AU - Muhović, Almir PY - 2021 UR - http://RIVeC.institut-palanka.rs/handle/123456789/399 AB - Current sustainability challenges require businesses to develop their relations with customers and markets through relationship marketing and jointly create added value of their services responsive to environmental, social and economic requirements at the same time. This article also supports the gender equality within the SDGs (fifth goal). As (SMEs Report, 2018) micro companies make 89.137, small enterprises make 11.219, entrepreneurs in shops and services sectors make 272.969 and cooperatives in agriculture and food trade make 1.196, they comprise most of the SMEs sector in Serbia, while Medium-sized firms make 2.517, and large enterprises make 540. Female entrepreneurs, which represent 32% of all SMEs and 22% from cooperatives were selected for the research sample with the aim to primarily represent the sectors their businesses operate within. The empirical research was provided in Serbia in 2021 on the sample of 220 female enterprises, shops and cooperatives, most of which operate in service sectors. The aim is to indicate the importance of the institutional factors (IF, government support) and customer relationship marketing (CRM) and their influence on the sustainability of the women’s enterprises (WES). Findings show that CRM significantly impacts the WES, showing that the market and customer loyalty are the most important for the sustainability and resilience of the business. At the same time, results show the importance of the IF government measures’ and policies’ influence and reveal that insufficient attention that has been dedicated to (WES) and SDGs goals of gender equality in feminist economics. PB - Basel : MDPI (Multidisciplinary Digital Publishing Institute) T2 - Sustainability T1 - Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia IS - 13 SP - 10824 DO - 10.3390/su131910824 UR - https://hdl.handle.net/21.15107/rcub_rivec_399 ER -
@article{ author = "Ćurčić, Nikola and Grubor, Aleksandar and Muhović, Almir", year = "2021", abstract = "Current sustainability challenges require businesses to develop their relations with customers and markets through relationship marketing and jointly create added value of their services responsive to environmental, social and economic requirements at the same time. This article also supports the gender equality within the SDGs (fifth goal). As (SMEs Report, 2018) micro companies make 89.137, small enterprises make 11.219, entrepreneurs in shops and services sectors make 272.969 and cooperatives in agriculture and food trade make 1.196, they comprise most of the SMEs sector in Serbia, while Medium-sized firms make 2.517, and large enterprises make 540. Female entrepreneurs, which represent 32% of all SMEs and 22% from cooperatives were selected for the research sample with the aim to primarily represent the sectors their businesses operate within. The empirical research was provided in Serbia in 2021 on the sample of 220 female enterprises, shops and cooperatives, most of which operate in service sectors. The aim is to indicate the importance of the institutional factors (IF, government support) and customer relationship marketing (CRM) and their influence on the sustainability of the women’s enterprises (WES). Findings show that CRM significantly impacts the WES, showing that the market and customer loyalty are the most important for the sustainability and resilience of the business. At the same time, results show the importance of the IF government measures’ and policies’ influence and reveal that insufficient attention that has been dedicated to (WES) and SDGs goals of gender equality in feminist economics.", publisher = "Basel : MDPI (Multidisciplinary Digital Publishing Institute)", journal = "Sustainability", title = "Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia", number = "13", pages = "10824", doi = "10.3390/su131910824", url = "https://hdl.handle.net/21.15107/rcub_rivec_399" }
Ćurčić, N., Grubor, A.,& Muhović, A.. (2021). Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia. in Sustainability Basel : MDPI (Multidisciplinary Digital Publishing Institute).(13), 10824. https://doi.org/10.3390/su131910824 https://hdl.handle.net/21.15107/rcub_rivec_399
Ćurčić N, Grubor A, Muhović A. Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia. in Sustainability. 2021;(13):10824. doi:10.3390/su131910824 https://hdl.handle.net/21.15107/rcub_rivec_399 .
Ćurčić, Nikola, Grubor, Aleksandar, Muhović, Almir, "Customer Relationship Marketing and Institutional Support Influence on the Women’s Companies Sustainability in Serbia" in Sustainability, no. 13 (2021):10824, https://doi.org/10.3390/su131910824 ., https://hdl.handle.net/21.15107/rcub_rivec_399 .