Zasoby technologiczne jako krytyczne czynniki sukcesu zarządzania relacjami z klientem (CRM) we współczesnym przedsiębiorstwie

• Autorzy: Pukas Anetta

Identyfikatory

DOI

10.37055/nsz/147987

Warianty tytułu

EN

Technological resources as critical success factors for Customer Relationship Management in a contemporary enterprise

• Języki publikacji: PL

Abstrakty

PL

W dzisiejszym konkurencyjnym środowisku biznesowym sukces firmy w coraz większym stopniu zależy od umiejętności zarządzania relacjami z klientem (CRM), która umożliwia opracowywanie i wdrażanie bardziej wydajnych i skutecznych strategii zorientowanych na klienta. Rozwój technologii informacyjnych oraz pojawienie się systemów wspomagających podejmowanie decyzji przez menedżerów spowodowały, że to technologia może stać się obecnie najbardziej pożądanym zasobem oraz skutecznym narzędziem gry rynkowej. Celem artykułu jest identyfikacja krytycznych czynników sukcesu (CSF) zarządzania relacjami z klientem (CRM) w zakresie zasobów technologicznych i określenie ich współczesnego naukowego statusu w zarządzaniu przedsiębiorstwem. W realizacji celu niniejszego artykułu wykorzystano analizę źródeł literaturowych zarówno zagranicznych, jak i krajowych.

EN

The research achievements presented in the article indicate that the adoption by the company and the implementation of the CRM concept may become a means of achieving market success, which is a competitive advantage, because by investing in a CRM strategy, they increase customer value and, consequently, improve their results. Although having quite a long history, this concept is still evolving, and scientists are identifying new research areas. It is favored by the development of modern technology, which as an integral element of CRM becomes necessary to achieve the organization’s success. Undoubtedly, a successful CRM implementation requires integrating three critical aspects of the CRM process, people and technology. However, it is categorical to identify the critical success factors of CRM, including determining which technological resources are of the most significant importance. This will allow enterprises to use the potential of new technological generations in building a competitive advantage.

Słowa kluczowe

PL

zarządzanie relacjami z klientem; CRM; technologia; krytyczne czynniki sukcesu; CSF

EN

Customer Relationship Management; CRM; Technology; Critical Success Factors; CSF

• Wydawca: Wojskowa Akademia Techniczna im. Jarosława Dąbrowskiego
• Czasopismo: Nowoczesne Systemy Zarządzania
• Rocznik: 2022
• Tom: T. 17, nr 1
• Strony: 25--36
• Opis fizyczny: Bibliogr. 34 poz., tab.

Twórcy

autor

Pukas Anetta

• Uniwersytet Ekonomiczny we Wrocławiu, Wydział Zarządzania, Katedra Marketingu

• https://orcid.org/0000-0001-6318-2516

Bibliografia

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Uwagi

Podwójne liczbowanie bibliografii.