Izvorni znanstveni članak
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
Sažetak
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
Ključne riječi
customer relationship management (CRM); customer satisfaction research; loyalty system; key account management (KAM); marketing goals
Hrčak ID:
171358
URI
Datum izdavanja:
20.12.2014.
Posjeta: 1.232 *