master's thesis
Competitive Advantage based on CRM

Iva Šalov (2016)
University of Zadar
Department of Economics
Metadata
TitleKonkurentska prednost temeljena na CRM-u
AuthorIva Šalov
Mentor(s)Aleksandra Krajnović (thesis advisor)
Ante Panjkota (thesis advisor)
Abstract
Zbog suvremenog poslovnog okruženja kojega karakteriziraju stalne promjene, velika konkurencija između tvrtki te visoka mogućnost informiranja nužno je staviti fokus poslovanja na zadovoljstvo klijenata i upravljati odnosima s klijentima (engl. Customer Relationship Management, CRM). Ostvarenje konkurentske prednosti zahtijeva znanje o klijentima na temelju kojega se grade odnosi, a upravo je razvoj informacijskih tehnologija i interneta omogućio efikasnije prikupljanje i obradu velike količine podataka o klijentima. Na taj način uvelike je olakšano fokusiranje na klijente i njihove potrebe koji u današnjem poslovanju utječu na organizacijski uspjeh. Temeljni cilj ovog rada je ukazati na važnost CRM poslovne strategije i pripadajuće informacijske tehnologije na osnovu kojih suvremene organizacije mogu ostvariti konkurentsku prednost na tržištu.
KeywordsCompetitive Advantage CRM business strategy CRM system SCRM ECRM MCRM Big Data paradigm
Parallel title (English)Competitive Advantage based on CRM
Committee MembersStipe Belak (committee chairperson)
Ante Panjkota (committee member)
Mladen Rajko (committee member)
Aleksandra Krajnović (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Economics
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Organization and Management
Study programme typeuniversity
Study levelgraduate
Study programmeManagement
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-11-30
Parallel abstract (English)
Due to a modern business environment which is characterized by constant changes, high level of competitiveness between firms and high possibility of informing it is necessary to put business focus on customer’s satisfaction and Customer Relationship Management. Achieving competitive advantage requires customer knowledge based on relationship management. By development of information technology and Internet there are provided more efficient ways of collection and processes of high capacity customers' data. Because of that, focus on customers and their needs were simplified which impacted the organizational success on modern business. The main focus of this research is to indicate the importance of CRM business strategy and related information technology based on which modern organization may achieve competitive advantage in the market.
Parallel keywords (Croatian)Konkurentska prednost CRM poslovna strategija CRM sustav SCRM ECRM MCRM Big Data paradigma
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:841727
CommitterGorica Lovrić