Upravljanje odnosima s klijentima u željezničkom teretnom prijevozu

master's thesis

• Title (english): Customer relationship management in rail freight transportation
• Author: Blaž Crnoja
• Mentor: Dora Naletina (mentor)
• Committee member: Dora Naletina (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sustavi upravljanja odnosima s kupcima (CRM) naširoko su prihvaćeni od strane tvrtki za upravljanje interakcijama i odnosima s kupcima. Ovi sustavi pružaju centraliziranu platformu za upravljanje podacima o korisnicima, praćenje interakcija s korisnicima i pružanje uvida u ponašanje. Različiti CRM sustavi nude različite značajke i mogućnosti, stoga je važno pažljivo procijeniti različite opcije prije donošenja odluke o implementaciji određenog CRM sustava. Jedna od primarnih prednosti CRM sustava u željezničkom prometu je što omogućuju tvrtkama da bolje razumiju svoje klijente. Prikupljanjem i analizom podataka o ponašanju i preferencijama kupaca željeznički prijevoznici mogu steći uvid u potrebe i želje svojih kupaca. To im može pomoći da prilagode svoje usluge kako bi bolje zadovoljile potrebe svojih kupaca, što dovodi do povećanog zadovoljstva i lojalnosti kupaca. Još jedna prednost CRM sustava u željezničkom prometu je što mogu pomoći u poboljšanju operativne učinkovitosti. CRM sustavi mogu pomoći u pojednostavljivanju operacija korisničke službe, a što omogućuje brže odgovora, učinkovitije komunikacije i bolje ukupno korisničko iskustvo. Osim toga, CRM sustavi mogu pomoći željezničkim prijevoznicima da identificiraju područja neučinkovitosti u svom poslovanju i implementiraju poboljšanja za njihovo rješavanje. U istraživačkom dijelu rada cilj je bio istražiti prednosti CRM sustava u tvrtkama, izazove povezane s njihovom implementacijom i neke najbolje prakse za njihovo usvajanje. Rezultati istraživanja pokazali su kako su ispitanici djelomično upoznati sa značajkama CRM-a. Prema mišljenju ispitanika implementacija CRM-a ogleda se u zadovoljstvu korisnika, što je ključno za uspjeh svakog poslovanja. Kao ključne prednosti CRM-a za poduzeće navode učinkovito predviđanje potreba kupaca na temelju povijesti kupovine, prepoznavanje zahtjeva kupaca, predviđanje profitabilnosti, poboljšanje odnosa s kupcima i povećanje prodaje.

Abstract (english)

Customer relationship management (CRM) systems are widely adopted by companies to manage customer interactions and relationships. These systems provide a centralized platform for managing user data, tracking user interactions, and providing insights into user behavior. Different CRM systems offer different features and capabilities, so it is important to carefully evaluate the different options before making a decision to implement a particular CRM system. One of the primary benefits of rail CRM systems is that they allow companies to better understand their customers. By collecting and analyzing data on customer behavior and preferences, railway carriers can gain insight into the needs and wishes of their customers. This can help them tailor their services to better meet the needs of their customers, leading to increased customer satisfaction and loyalty. Another advantage of CRM systems in railway transport is that they can help improve operational efficiency. CRM systems can help streamline customer service operations, allowing for faster responses, more effective communications, and a better overall customer experience. In addition, CRM systems can help railroads identify areas of inefficiency in their operations and implement improvements to address them. In the research part of the work, the aim is to investigate the advantages of CRM systems in companies, the challenges associated with their implementation and some best practices for their adoption. The results of the research showed that the respondents were partially familiar with the features of CRM. According to respondents, the implementation of CRM is reflected in user satisfaction, which is crucial for the success of any business. Key advantages of CRM for the companies are effectively anticipating customer needs based on purchase history, identifying customer requirements, predicting profitability, improving customer relationships, and increasing sales.

• Keywords: željeznica; teretni prijevoz; upravljanje odnosima s klijentima; liberalizacija
• Keywords (english): railway; freight transport; customer relationship management; liberalisation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:532022
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-13 10:09:52