Original scientific paper

https://doi.org/10.1080/1331677X.2014.970449

Customer relationship management in business operations of trading companies in Bosnia and Herzegovina

Beriz Čivić orcid.org/0000-0001-9307-2991

Abstract

The article analyses the presence of certain elements of customer relationship management (CRM) in trading companies in Bosnia and Herzegovina (BiH) and their influence on the realisation of the set marketing goals of business operations. The analysis of the influence of certain aspects of CRM on the level of realisation of marketing
goals of business activities is made by the multivariate analysis of variance (MANOVA). It has been established that there is a significant effect of the analysed elements of CRM on the level of realisation of certain marketing goals

Keywords

customer relationship management (CRM); customer satisfaction research; loyalty system; key account management (KAM); marketing goals

Hrčak ID:

171358

URI

https://hrcak.srce.hr/171358

Publication date:

20.12.2014.

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