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Differentiated Customer Relationship Management – a tool for increasing enterprise competitiveness

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EN
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EN
The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.
Wydawca
Rocznik
Tom
Strony
163--171
Opis fizyczny
Bibliogr. 41 poz., rys., tab.
Twórcy
  • Technical University in Zvolen Faculty of Technology Department of Manufacturing Technology and Quality Management Študentská 26, 960 01 Zvolen, Slovak Republic
  • Technical University in Zvolen Faculty of Technology Department of Manufacturing Technology and Quality Management Študentská 26, 960 01 Zvolen, Slovak Republic
Bibliografia
  • [1] P. Hąbek, R. Wolniak. “Relationship between Management Practices and Quality of CSR Reports”. Procedia – Social and Behavioral Sciences, 220, pp. 115-123. https://doi.org/10.1016/j.sbspro.2016.05.475, 2016.
  • [2] F. Buttle. “Customer Relationship Management Concepts and Technologies”. Elsevier, Oxford, UK. ISBN 978-1- 85617-522-7, 2010.
  • [3] P. Hąbek, J. Brodny. “Corporate Social Responsibility Report – An Important Tool to Communicate with Stakeholders”, 4 th International Multidisciplinary Scientific Conference on Social Sciences & Arts SGEM 2017, Conference Proceedings, Volume 5, Business and Management, Albena, Bulgaria, https://doi.org/10.5593/sgemsocial2017/15), 2017.
  • [4] E. Sujová, H. Čierna. “Corporate culture as a tool to improve safety culture”. In Management Systems in Production Engineering. ISSN 2299-0461. Vol. 11, no. 3, pp. 49-52, 2013.
  • [5] D. Kolouchová, J. Rožek. “Is it Possible to Improve the Relationship between Marketing and Sales?“ Central European Business Review, 3(4), pp. 30-36. doi: 10.18267/j.cebr.100, 2014.
  • [6] A.B. Carroll. “A history of corporate social responsibility: Concepts and practices”. In Oxford Handbook of Corporate Social Responsibility; Oxford University Press: Oxford, UK; pp. 1-20, 2009.
  • [7] M. Pohludka, H. Štverková. “The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises”. Adminastrive Sciences. 2019, 9, 22. https://doi.org/10.3390/admsci9010022, 2019.
  • [8] A. Farmania, R.D. Elsyah, M.A. Tuori. “Transformation of CRM Activities into e-CRM: The Generating e-Loyalty and Open Innovation”. Journal of Open Innovation. 7, 109. https://doi.org/10.3390/joitmc7020109, 2021.
  • [9] A. Langerová, H. Starzyczná, Š. Zapletalová. “Using the Analytical Part of CRM in Small and Medium-Sized Enterprises in the Czech Republic“. Central European Business Review, 10(3), pp. 67-89 doi: 10.18267/j.cebr.262, 2021.
  • [10] J. Dohnal. “Customer relationship management. Processes, workers, technology”. Grada Publishing, Praha, CZ. ISBN 80-247-0401-3, 2002.
  • [11] L. Saha, H.K. Tripathy, S.R. Nayak, A.K. Bhoi, P. Barsocchi. “Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors-A Systematic Literature Review”. Sustainability 2021, 13, 5279. https://doi.org/10.3390/su13095279, 2021.
  • [12] Y.-S Chen, C.-K Lin, H.-M. Chuang. “Closing the Skill Gap of Cloud CRM Application Services in Cloud Computing for Evaluating Big Data Solutions”. ISPRS Int. J. Geo-Inf. 2016, 5, 227. https://doi.org/10.3390/ijgi5120227, 2016.
  • [13] N. AlQershi, S.S.M. Mokhtar, Z.B. Abas. “Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital“. Journal of Open Innovation. 2020, 6, 155. https://doi.org/10.3390/joitmc6040155, 2020.
  • [14] P. Greenberg. “CRM Customer Relationship Management at the Speed of Light”. The McGraw-Hill Companies, USA, Fourth edition. ISBN 978-0-07-159045-7, 2010.
  • [15] A.P. Wei, C.L. Peng, H.C. Huang, S.P Yeh. “Effects of Corporate Social Responsibility on Firm Performance: Does Customer Satisfaction Matter?” Sustainability, 12,7545. https://doi.org/10.3390/su12187545, 2020.
  • [16] J.R. Lehtinen. “Active CRM – Customer Relationship Management”. Grada Publishing, Praha, CZ. ISBN 978-80-247- 1814-9, 2007.
  • [17] D. Peppers, M. Rogers. “Managing Customer Relationships: A Strategic Framework“. John Wiley & Sons, Inc., Hoboken, New Jersey. 2004. ISBN 0-471-48590-X, 2004.
  • [18] A. Payne. “Achieving Excellence in Customer Management”. Elsevier Ltd., Oxford, UK. ISBN 978-0-7506-6437-0, 2007.
  • [19] K. Kantorová, P. Bachmann. “Social Customer Relationship Management and Organizational Characteristics”. Information 2018, 9, 306. https://doi.org/10.3390/info9120306, 2018.
  • [20] M. Bush. “What is social CRM?” Advertising age, Vol. 82, No. 9, p. 42. ISSN 00018899, 2011.
  • [21] D. Rich. “The New Behavior of the Social Customer”, CRM Magazine. vol. 14, No. 5, p. 10. ISBN 1529-8728, 2010.
  • [22] A. Krizanova, L. Gajanova, M. Nadanyiova. “Design of a CRM Level and Performance Measurement Model”. Sustainability 2018, 10, 2567. https://doi.org/10.3390/su10072567, 2018.
  • [23] E. Peelen. “Customer Relationship Management”. Pearson Education Limited, Essex, UK. ISBN 0-273-68177-9, 2005.
  • [24] A. Berson, S. Smith, K. Thearling. “Building datamining applications for CRM”. McGraw-Hill, New York, USA. ISBN 978-0-071-34444-9, 2000.
  • [25] M. Triznová. “Customer Relationship Management in Selected Businesses”. Dissertation thessis. UMB EF Banská Bystrica, 2012.
  • [26] S. Saniuk, S. Grabowska, B. Gajdzik. “Personalization of Products in the Industry 4.0 Concept and Its Impact on Achieving a Higher Level of Sustainable Consumption”. Energies 2020, 13, 5895. https://doi.org/10.3390/en13225895, 2020.
  • [27] J. Reichel. “Chapters of the social research methodology”. Grada Publishing, Praha, CZ. ISBN 978-80-247-3006-6, 2009.
  • [28] L. Bárdošová. “Customer relationship management as a tool to increase the competitiveness of an enterprise”. Dissertation thessis. UMB EF Banská Bystrica, 2013.
  • [29] M. Meadows, S. Dibb. “Progress in customer relationship management adoption: A crosssector study“. Journal of Strategic Marketing, (2012). 20(4), pp. 323-344, 2012.
  • [30] C. Ivan, R. Popa. “A cloud based mobile dispatching system with built-in social CRM component: Design and implementation“. Computers 2015, 4, pp. 176-214, 2015.
  • [31] S.L. Chen, Y.Y. Chen, C. Hsu. “A new approach to integrate internet-of-things and software-as-a-service model for logistic systems: A case study“. Sensors 2014, 14, pp. 6144- 6164, 2014.
  • [32] C.C. Hsu, J.J. Liou, Y.C. Chuang. “Integrating DANP and modified grey relation theory for the selection of an outsourcing provider“. Expert Systems with Applications: An International Journal. 40 (6) pp. 2297-2304. https://doi.org/10.1016/j.eswa.2012.10.040, 2013.
  • [33] CH. Hsu, B.A. Sandford. “The Delphi Technique: Making Sense of Consensus, Practical Assessment Research and Evaluation (online)”. Vol. 12, no. 10. The Ohio State University and Oklahoma State University. from www.paraeonline.net/pdf/v12n10.pdf. 2007.
  • [34] W.Y. Chiu, G.H. Tzeng, H.L. Li. “A new hybrid MCDM model combining DANP with VIKOR to improve e-store business“. Knowledge-Based Systems. 2013, 37, pp. 48-61. https://doi.org/10.1016/j.knosys.2012.06.017, 2013.
  • [35] M.R. Sofi, I. Bashir, M.A. Parry, A. Dar. “The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir“. International Journal of Tourism Cities, 6, pp. 601-620, 2020.
  • [36] I.D. Pozza, O. Goetz, J.M. Sahut. “Implementation effects in the relationship between CRM and its performance“. Journal of Business Research. 2018, 89, pp. 391-403. doi: 10.1016/j.jbusres.2018.02.004, 2018.
  • [37] N. AlQershi, Z.B. Abas, S.S.M. Mokhtar. “Prospecting for structure capital: Proactive strategic innovation and the performance of manufacturing SMEs in Yemen“. International Journal of entrepreneurship. 23, pp. 1-19, 2019.
  • [38] S. Shaon, Md. Rahman. “A Theoretical Review of CRM Effects on Customer Satisfaction and Loyalty“. Central European Business Review. 4. 23-36. doi:10.18267/j.cebr., 2015.
  • [39] F. Castagna, P. Centobelli, R. Cerchione, E. Esposito, E. Oropallo, R. Passaro. “Customer Knowledge Management in SMEs Facing Digital Transformation“. Sustainability, 12, 3899. https://doi.org/10.3390/su12093899, 2020.
  • [40] J. Lampel, O. Germain. “Creative industries as hubs of new organizational and business practices“. Journal of Business Research. 2016, 69, pp. 2327-2333. doi:10.1016/J.JBUSRES.2015.10.001, 2016.
  • [41] C.O. Egbu, S. Hari, S.H. Renukappa. “Knowledge management for sustainable competitiveness in small and medium surveying practices, Structural Survey“, Vol. 23 No. 1, pp. 7-21. https://doi.org/10.1108/02630800510586871, 2005.
Uwagi
Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu „Społeczna odpowiedzialność nauki” - moduł: Popularyzacja nauki i promocja sportu (2022-2023).
Typ dokumentu
Bibliografia
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