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undergraduate thesis
Uloga CRM-a u poslovanju poduzeća
2017. urn:nbn:hr:145:361522
Kekez, Dino
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Quantitative Methods and Informatics

Cite this document

Kekez, D. (2017). Uloga CRM-a u poslovanju poduzeća (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:361522

Kekez, Dino. "Uloga CRM-a u poslovanju poduzeća." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:361522

Kekez, Dino. "Uloga CRM-a u poslovanju poduzeća." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:361522

Kekez, D. (2017). 'Uloga CRM-a u poslovanju poduzeća', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:361522

Kekez D. Uloga CRM-a u poslovanju poduzeća [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:361522

D. Kekez, "Uloga CRM-a u poslovanju poduzeća", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:361522

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Metadata
TitleUloga CRM-a u poslovanju poduzeća
Title (english)THE ROLE OF CRM IN BUSINESS
AuthorDino Kekez
MentorJerko Glavaš (mentor)
Committee memberJerko Glavaš (predsjednik povjerenstva)
Committee memberIvan Ferenčak (član povjerenstva)
Committee memberBoris Crnković (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Quantitative Methods and Informatics)
Osijek
Defense date and country2017-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Zahvaljujući društvenim, kulturnim, ekonomskim, tehnološkim i ostalim promjenama, okolina poduzeća je postala neizvjesna i rizična. Poduzeće može smanjiti rizik poslovanja ukoliko potrošače i njihove potrebe stavi na prvo mjesto. Dakle, svako poduzeće se danas treba prvenstveno usredotočiti na zadovoljenje potreba, zahtjeva i želja potrošača. Razlog tome je što su potrošači ti koji donose odluku hoće li kupiti određeni proizvod ili ne. Na njihovo ponašanje, a samim time i na odluku o kupnji utječu različiti čimbenici poput kupovne moći, potreba, motiva, percepcija, stavova, osobnih karakteristika itd. Međutim, danas nije dovoljno samo privući ciljanu skupinu potrošača, već se ti potrošači trebaju dugoročno zadržati. Drugim riječima, potrebno je stvoriti mrežu lojalnih potrošača. To se može učiniti na način da se vrši redovita komunikacija s potrošačima te da se stvori baza podataka lojalnih potrošača sa svim njihovim podacima i preferencijama. Tome značajno pomaže upravljanje odnosima s potrošačima ili CRM (Customer Relationship Management). Budući da je danas tržište visoko konkurentno, poduzeća sve više teže implementaciji i provedbi kvalitetnih CRM sustava, a isti se implementiraju putem informacijsko-komunikacijske tehnologije. U završnom radu će se usredotočiti na teoretski aspekt CRM-a, te će se objasniti njegove funkcije, vrste, razine i informacijsko-komunikacijska tehnologija, a isto tako će se objasniti i primjene ovog sustava u poslovanju poduzeća.
Abstract (english)
Thanks to social, cultural, economic, technological and other changes, the business environment has become uncertain and risky. The company can reduce the risk of puting consumers and their needs in the first place. Therefore, every company needs to focus primarily on satisfying the needs, demands and wishes of consumers. The reason is that consumers are the ones who decide whether to buy a particular product or not. Their behavior, and thus the buying decision, is influenced by various factors such as purchasing power, needs, motives, perceptions, attitudes, personal characteristics, etc. However, it is not enough now to attract a targeted consumer group, but these consumers need to keep in long-term. In other words, it is necessary to create a network of loyal consumers. This can be done by regular communication with consumers and by creating loyal consumer databases with all their data and preferences. This significantly facilitates customer relationship management or CRM. Since today's market is highly competitive, companies are increasingly challenging to implement a quality CRM systems, and they are implemented through information and communication technology. The final paper will focus on the theoretical aspect of CRM, and will explain its functions, types, levels and information and communication technology, and will also explain the application of this system to business operations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:361522
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-03 14:12:47