Managing customer relationship within financial organisations

• Autorzy: Hanić H. , Domazet I.

Warianty tytułu

PL

Zarządzanie relacjami z klientami w organizacjach finansowych

• Języki publikacji: EN

Abstrakty

EN

The paper points out the key market changes in the first decades of the twenty-first century and their implications on business philosophy, concepts, principles and techniques of relationship marketing from the point of making strategic marketing decisions within financial organizations. In this context points are made to the important role of information and communication technologies (ICT) in accomplishing executive and creative marketing activities, highlighting the analysis of the process of customer relationship management (CRM) in financial organizations and providing rational insight in CRM potential for improving business results, in order to identify useful tools in this complex area, and offer appropriate solutions, which confirms the benefits of its application in financial services.

PL

Niniejszy artykuł wskazuje kluczowe zmiany, jakie zaszły na rynku w pierwszej dekadzie dwudziestego wieku oraz ich wpływ na filozofię biznesu, idee, zasady i techniki marketingu partnerskiego z punktu widzenia podejmowania strategicznych marketingowo decyzji w ramach organizacji finansowych. W celu zidentyfikowania przydatnych narzędzi i zaoferowania odpowiednich rozwiązań, których zastosowanie będzie korzystne w przypadku usług finansowych, przedstawiono istotną rolę teleinformatyki (ang. ICT, Information and Communication Technologies) w osiąganiu wykonawczych oraz kreatywnych działań marketingowych, podkreślono analizę procesu zarządzania relacjami z klientami (ang. CRM, Customer Relationship Management) oraz przedstawiono racjonalny wgląd w potencjał CRMu w udoskonalanie wyników biznesowych.

Słowa kluczowe

EN

marketing; CRM concept; financial organization; information technologies; communication technologies; value chain

PL

marketing; koncepcja CRM; technologie informacyjne; technologie komunikacyjne; łańcuch wartości

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2011
• Tom: Vol. 4
• Strony: 151--165
• Opis fizyczny: Bibliogr. 20 poz., rys.

Twórcy

autor

Hanić H.

autor

Domazet I.

• Belgrade Banking Academy-Faculty for Banking, Insurance and Finance, Belgrade, Serbia,

Bibliografia

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