Prethodno priopćenje
https://doi.org/10.7225/toms.v01.n02.007
Quantitative and Qualitative Basis of Customer Relationship Management Concept Development in the Adriatic Ports
Senka Šekularac-Ivošević
orcid.org/0000-0001-9748-6948
; Univerzitet Crne Gore, Fakultet za pomorstvo Kotor, Crna Gora
Sanja Bauk
orcid.org/0000-0003-2882-1321
; Univerzitet Crne Gore, Fakultet za pomorstvo Kotor, Crna Gora
Sažetak
Quantitative-qualitative analyses of the marketing aspects
of operation of the ports of Bar, Ploče and Rijeka as extremely
competitively positioned on the common target market are
considered in this paper. Therefore, market investigations have
been carried out and users’ preferences have been established,
an overview of the conditions has been made on the basis of
which the actual positions of ports have been determined and
represented by perception maps, while on the basis of Markov
model a forecast has been made for consumer commitment in
the following three time intervals, each of them one year long. The
numerical results gained, as well as comments in the marketing
sense, should contribute to creating a base of knowledge about
target users, so as to support the development of CRM (Customer
Relationship Management) concept in the ports analysed.
Ključne riječi
Marketing of maritime ports; Quantitative-qualitative analysis; Markov model; CRM concept
Hrčak ID:
89215
URI
Datum izdavanja:
18.10.2012.
Posjeta: 3.146 *