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THE INFLUENCE ON CUSTOMER SATISFACTION BY THE APPLICATION OF THE CONCEPT OF BIG DATA AND CRM IN MARKETING
Marina Guzovski
orcid.org/0000-0002-2365-503X
; Međunarodno sveučilište Libertas
*
Lovre Šimunović
; Međunarodno sveučilište Libertas
* Dopisni autor.
Sažetak
Big Data and the development of relationships with customers (hereinafter: CRM) are business concepts that enjoy increasing application and popularity, and also influence the improvement and more advanced marketing that companies apply. Big Data refers
to the collection of a huge amount of data that is then processed, stored and used correctly to make the best possible decisions at the right time, while a CRM business information system aims to direct the activities, services or products of a company to the customer while building relationships and thereby increasing the value both for the company and for the customer, focusing on his needs and desires, which is the essence of the marketing concept. The amount of data is increasing every day as a result of the development of digital technology and the possibilities it provides, and thus the number of touch points directed towards users for data generation and
communication has also increased. The speed with which connected data is collected, analysed and used contributes to this. Large amounts of data are generated by various sources, including points of sale, customer and credit cards, and network servers. Similarly, unstructured data analysis in the form of e-mails, free texts on websites, or consumer surveys are commonly used in marketing for the purpose of researching customer satisfaction. The paper shows the usefulness of applying the concept of Big data in the strategy of developing relations with customers as well as managing customer satisfaction on the example of Amazon.
Ključne riječi
developing customer relations (CRM), marketing, marketing strategies, customer satisfaction
Hrčak ID:
343971
URI
Datum izdavanja:
15.9.2022.
Posjeta: 287 *