Title Društvene mreže kao temelj unaprjeđenja CRM-a
Title (english) Social Networks as an Element for CRM improvement
Author Katarina Peroš
Mentor Ante Panjkota (mentor)
Committee member Ante Panjkota (predsjednik povjerenstva)
Committee member Aleksandra Krajnović (član povjerenstva)
Committee member Mladen Rajko (član povjerenstva)
Granter University of Zadar (Department of Economics) Zadar
Defense date and country 2017-09-27, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Organization and Management
Abstract U ovom diplomskom radu obrađena je tema utjecaja društvenih mreža na unapređenje CRM sustava. U današnje vrijeme poduzeća su svjesna da nije dovoljno samo privući kupca, već je od iznimne važnosti i zadržati ga, te s njim ostvariti dugoročni odnos. Elementi u kojima društvene mreže mogu unaprijediti CRM sustav su lakše prepoznavanje potencijalnih potrošača i/ili poslovnih prilika, identifikacija važnog znanja, lakša komunikacija s postojećim potrošačima, lakše prikupljanje i ujedinjavanje podataka i stvaranje potrebnog znanja, te lakše praćenje specifičnih faktora (iskustva, izvještaja, upozorenja) kod kojih je ključna brza reakcija. U radu su definirani sadržaj i temeljne sastavnice CRM-a kao sustava koji omogućuje uspostavljanje odnosa s potrošačima, prikupljanje i bilježenje informacija i znanja o potrošačima, pružanje informacija i potpore potrošačima, i konačno izgradnje i održavanja odnosa s potrošačima primjenom društvenih mreža. Isto tako su definirane društvene mreže, te korelacija društvenih mreža i CRM-a. Navedni su primjeri u kojima društvene mreže unapređuju CRM s aspekta identifikacije, privlačenja, zadržavanja i razvoja odnosa s potrošačima. Objašnjeni su načini prikupljanja podataka s različitih platformi društvenih mreža kao sto su Facebook, Twitter i LinkedIn, također u svrhu unapređenja CRM sustava.
Abstract (english) The paper elaborates the topic of social network influence on the improvement of the CRM system. Nowadays, companies are aware that it is not enough just to attract consumers but it is of great importance to keep and to achieve long-term relationship with them. Elements in which social networks can enhance the CRM system are easier identification of potential consumers and/or business opportunities, identification of important knowledge, easier communication with existing consumers, easier collection and unification of data and creation of required knowledge, and easier tracking of specific factors (experiences, reports, warnings) in which rapid response is the key. In the paper, the content and the core components of CRM are defined as a system that allows establishment of consumer relationships, collection and recording of information and knowledge about consumers, providing information and support to consumers, and finally building and maintaining customer relationships through social networks. Social networks are also defined, as well as the correlation between social networks and CRM. The examples in which social networks improve CRM from the aspect of identifying, attracting, retaining, and developing consumer relations are pointed out as well. Methods for collecting data from different social network platforms such as Facebook, Twitter and LinkedIn are explained also for the purpose of improving the CRM systems.
Keywords
CRM
potrošači
društvene mreže
Facebook
Twitter
LinkedIn
Keywords (english)
CRM
consumers
social networks
Facebook
Twitter
Linked-In
Language croatian
URN:NBN urn:nbn:hr:162:481818
Study programme Title: Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource Text
File origin Born digital
Access conditions Access restricted to students and staff of home institution
Terms of use
Created on 2017-11-23 10:51:55