Original scientific paper

The level of correlation between cultural values and system of customer relationship management

Stevan Milisavljević ; University of Novi Sad, Faculty of Technical Sciences, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia
Slavica Mitrović ; University of Novi Sad, Faculty of Technical Sciences, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia
Leposava Grubić Nešić ; University of Novi Sad, Faculty of Technical Sciences, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia
Goran Šimunović orcid.org/0000-0002-7159-2627 ; Josip Juraj Strossmayer University of Osijek, Mechanical Engineering Faculty in Slavonski Brod, Trg Ivane Brlić Mažuranić 2, 35000 Slavonski Brod, Croatia
Dražan Kozak orcid.org/0000-0001-5245-4686 ; Josip Juraj Strossmayer University of Osijek, Mechanical Engineering Faculty in Slavonski Brod, Trg Ivane Brlić Mažuranić 2, 35000 Slavonski Brod, Croatia
Aco Antić orcid.org/0000-0002-8520-762X ; University of Novi Sad, Faculty of Technical Sciences, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia

Abstract

The purpose of this research paper is to identify the level of correlations and differences between specific cultural values and the employees’ and the customers’ behaviour. The study of cultural values is the basis for establishing desirable behaviour and organizational measures on which the employee’s culture awareness and behaviour are formed to suit both the enterprises and the customers. As indicated by research results, there are differences in the employees’ and the customers’ value systems, which are important for Customer Relationship Management (CRM), so that customers are more self-directed than the employees of the enterprise; they are more prone to accept stimulation and hedonism, and their level of traditionalism is lower than that of the employees. Harmonizing the employees’ and the users' value systems contributes to a higher-quality communication and more successful business.

Keywords

cultural values; Customer Relationship Management (CRM); employees and customers

Hrčak ID:

112323

URI

https://hrcak.srce.hr/112323

Publication date:

20.12.2013.

Article data in other languages: croatian

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