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1.
A successful CRM implementation project in a service company
Franka Piskar, Armand Faganel, 2009, izvirni znanstveni članek

Opis: Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. We offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. We recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control; trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions.
Ključne besede: customer relationship management, implementation, customer focus, process approach, quality, customer information, marketing, service company, Slovenia
Objavljeno: 28.11.2017; Ogledov: 744; Prenosov: 109
.pdf Celotno besedilo (619,42 KB)
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2.
Factors influencing attitudes towards the use of CRM's analytical tools in organizations
Urban Šebjan, Samo Bobek, Polona Tominc, 2016, izvirni znanstveni članek

Opis: Background and Purpose: Information solutions for analytical customer relationship management CRM (aCRM IS) that include the use of analytical tools are becoming increasingly important, due organizations’ need for knowledge of their customers and the ability to manage big data. The objective of the research is, therefore, to determine how the organizations’ orientations (process, innovation, and technology) as critical organizational factors affect the attitude towards the use of the analytical tools of aCRM IS. Design/Methodology/Approach: To measure the orientation of the organization (process, innovation, and technology), we redesigned the existing scale, which was validated using exploratory factor analysis. In the next phase, we created a model by which we examined the impact of the organization’s stance in relation to the use of the analytical tools of aCRM IS, where we used multiple regression analysis. The model was verified on a sample of Slovenian Organizations (n=105), which use the analytical tools of aCRM IS for analyzing the data they have on their customers and business partners. Results: In the study we found that all critical factors of the organization, specifically process, technology, and innovation orientation, have a positive impact on the attitudes towards using the analytical tools of aCRM IS. Innovation orientation is particularly important and has the strongest influence on the attitude towards using the analytical tools of aCRM IS. We found that innovation orientation on new ideas, methods, and approaches has the strongest effect, followed by the impact of innovation orientation on acceptance of novelty. Conclusion: The more innovation-, technology-, and process-oriented organizations are, the more positive their attitude towards using the analytical tools of aCRM IS. The study is particularly important for organizations that are introducing an aCRM IS into their business system.
Ključne besede: critical organizational factors, analytical customer relationship management (aCRM), analytical tools, attitudes towards use of aCRM
Objavljeno: 04.04.2017; Ogledov: 684; Prenosov: 287
.pdf Celotno besedilo (494,70 KB)
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