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master's thesis
42
13
Developing a business model by introducting CRM technology
Željka Jekešić (2015)
University of Zagreb
Faculty of Economics and Business
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:148:874245
Metadata
Title
Razvoj poslovnog modela uvođenjem CRM tehnologije
Author
Željka Jekešić
Mentor(s)
Ivan Strugar
(thesis advisor)
Abstract
U ovom radu definiran je informacijski sustav, njegovi dijelovi i funkcije. Naglasak je na CRM sustavima kao potpore upravljanju odnosa sa klijentima. Analiziran je način funkcioniranja jednog rada informacijskog sustava u trgovini te postupak uvođenja CRM-a u taj sustav. Uvođenjem CRM postaviti će se ciljevi novog sustava i predložiti onaj sustav koji će te ciljeve i zadovoljiti. Ocijeniti će se kriteriji sustava, također će se ocijeniti postojeći sustav prema zadanim kriterijima. Predloženim sustavom omogućiti će se lakša nabava proizvoda i postići će se određene konkurentske prednosti. Ovom dvosmjernom komunikacijom ostvariti će se povećanje prodaje po potrošaču, privlačenje novih potrošača, smanjenje troškova kroz unapređenje poslovnog procesa i unapređenje odnosa s potrošačima a time i vjernosti potrošača. Cilj CRM sustava je pretvoriti dragocjene podatke koji se odnose na potrošače u znanje o njima. To znanje mora biti zapisano, uskladišteno, pristupačno i otvoreno za analizu kako bi prodajnom se prodajnom timu omogućilo da upotrebljavanje za bolje razumijevanje prošlog i sadašnjeg okruženja, kao i da ujedno predvide svoje buduće poslovne rezultate.
Keywords
Information system
customer relationship management
CRM System
relationship management
Parallel title (English)
Developing a business model by introducting CRM technology
Committee Members
Božidar Jaković
(committee chairperson)
Mirjana Pejić Bach
(committee member)
Granter
University of Zagreb
Faculty of Economics and Business
Place
Zagreb
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Economics
Study programme type
university
Study level
graduate
Study programme
Business Economics
Academic title abbreviation
mag. oec.
Genre
master's thesis
Language
Croatian
Defense date
2015-09-28
Parallel abstract (English)
This paper defines the information system, its parts, and functions. The focus is on CRM systems, which support the customer relationship management. We analyzed the efficacy of the existing information system in a store and the process of introducing CRM into it. With the introduction of CRM, the new objectives for the system will be set, and the new system will be proposed based on how well it meets these set objectives. Evaluation will include the system’s criteria as well as the assessment of the existing system against those criteria. The proposed new system is expected to facilitate product acquisition and increase competitive advantage. The two-way communication is expected to increase recorded sales per customer and acquisition of new customers and reduce costs by improving business processes and customer relationships – thus increasing customer loyalty. The goal of CRM system is to convert the valuable customer information data into customer knowledge. This customer knowledge must be recorded, stored, available, and accessible for analysis – in order to enable the sales teams to use the results for better understanding of past and present sales environments to be able to predict future business results.
Parallel keywords (Croatian)
informacijski sustav
upravljanje odnosima s klijentima. CRM sustav
upravljanje odnosima
Resource type
text
Access condition
Access restricted to students and staff of home institution
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:148:874245
Committer
Davorka Jukica