1. bookVolumen 30 (2022): Heft 2 (June 2022)
30 Mar 2017
4 Hefte pro Jahr
access type Uneingeschränkter Zugang

Differentiated Customer Relationship Management – A Tool for Increasing Enterprise Competitiveness

Online veröffentlicht: 19 May 2022
Volumen & Heft: Volumen 30 (2022) - Heft 2 (June 2022)
Seitenbereich: 163 - 171
Eingereicht: 01 Dec 2021
Akzeptiert: 01 Apr 2022
30 Mar 2017
4 Hefte pro Jahr

The paper focuses on Customer Relationship Management (CRM), based on latest national and international studies of the subject. The goal of the paper is to identify how the selected companies that operate in Slovakia understand the concept of CRM and to what degree they actively use it. Thereafter authors compare different approaches to management of company’s relationship with customers. They wanted to focus on a deeper analysis and decided to use in our orientation and evaluative research also a different approach, such as collaboration with international experts. In the paper the authors identify level of use of social CRM in selected companies in Slovakia and based on expert opinions of members of an international group they design an optimal model of CRM.

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