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https://doi.org/10.30924/mjcmi.25.1.1

CRM adoption factors in the gaming industry

Armand Faganel   ORCID icon orcid.org/0000-0002-3618-4986 ; University of Primorska, Faculty of Management, Koper, Slovenia
Mitja Constantini ; TKK , Srpenica 1, Srpenica, Slovenia

Puni tekst: engleski, pdf (640 KB) str. 1-23 preuzimanja: 499* citiraj
APA 6th Edition
Faganel, A. i Constantini, M. (2020). CRM adoption factors in the gaming industry. Management, 25 (1), 1-23. https://doi.org/10.30924/mjcmi.25.1.1
MLA 8th Edition
Faganel, Armand i Mitja Constantini. "CRM adoption factors in the gaming industry." Management, vol. 25, br. 1, 2020, str. 1-23. https://doi.org/10.30924/mjcmi.25.1.1. Citirano 28.09.2021.
Chicago 17th Edition
Faganel, Armand i Mitja Constantini. "CRM adoption factors in the gaming industry." Management 25, br. 1 (2020): 1-23. https://doi.org/10.30924/mjcmi.25.1.1
Harvard
Faganel, A., i Constantini, M. (2020). 'CRM adoption factors in the gaming industry', Management, 25(1), str. 1-23. https://doi.org/10.30924/mjcmi.25.1.1
Vancouver
Faganel A, Constantini M. CRM adoption factors in the gaming industry. Management [Internet]. 2020 [pristupljeno 28.09.2021.];25(1):1-23. https://doi.org/10.30924/mjcmi.25.1.1
IEEE
A. Faganel i M. Constantini, "CRM adoption factors in the gaming industry", Management, vol.25, br. 1, str. 1-23, 2020. [Online]. https://doi.org/10.30924/mjcmi.25.1.1

Sažetak
The aim of this paper is to evaluate critical success factors and investigate the benefits that might be gained by adopting Customer Relationship Management (CRM) in the gaming industry from the perspective of individuals involved in the process of adopting the CRM. A total number of 109 casinos’ managers from all over the world have been surveyed about the factors’ importance for the CRM adoption. Based on the multiple regression and ANOVA analysis, an estimated function of the influence of the most important umbrella factors – human, project and technological, for the success of CRM project in a company has been formulated. The highest rated elements in successful cases of CRM adoption are almost entirely bound to human factor. CRM systems are estimated to evolve further into a direction of individual customer experience management and become more and more intelligent, integrated and data-driven.

Ključne riječi
customer relationship management; experience management; gaming industry; casino competition; adoption; critical success factors

Hrčak ID: 239119

URI
https://hrcak.srce.hr/239119

Posjeta: 934 *