<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.</p>
</abstract>

Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.

Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies

Management Dynamics in the Knowledge Economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the...

Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies

Published Online: Jan 01, 2024

Page range: 352 - 371

Received: Aug 02, 2023

Accepted: Sep 21, 2023

DOI: https://doi.org/10.2478/mdke-2023-0022

Keywords
customer relationship management (CRM), CRM dimensions, consumer goods, web analysis

© 2023 Alexandru Ioan Rîpa et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies

Published Online: Jan 01, 2024

Page range: 352 - 371

Received: Aug 02, 2023

Accepted: Sep 21, 2023

DOI: https://doi.org/10.2478/mdke-2023-0022

Keywordscustomer relationship management (CRM), CRM dimensions, consumer goods, web analysis

© 2023 Alexandru Ioan Rîpa et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
customer relationship management (CRM), CRM dimensions, consumer goods, web analysis