Važnost implementacije CRM u mala i srednja poduzeća na primjeru turističkog sektora

master's thesis

• Title (english): The importance of the CRM implementation in small and medium enterprises in the case of the tourism
• Author: Katarina Bulić
• Mentor: Miroslav Mandić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Cilj rada bio je ukazati na važnost implementacije CRM-a u mala i srednja poduzeća. Važnost implementacije upravljanja odnosima s klijentima prikazala se na primjeru turističkog sektora u Hrvatskoj. Provedeno je istraživanje iz kojeg se može zaključiti kako su mala i srednja poduzeća turističkog sektora upoznata sa upravljanjem odnosima s klijentima, te ga u velikoj mjeri planiraju implementirati. Također, došlo se do spoznaje kako poduzeća ne znaju zadržati klijente, lojalnost je dobila najniže ocjene. Važno je ukazati poduzećima kako im CRM može pomoći da izgrade dugoročne odnose sa svojim klijentima, efikasno pronađu nove, potencijalne klijente, smanje troškove, povećaju prihode i stvore konkurentsku prednost.

Abstract (english)

Main goal was to indicate the importance of the CRM implementation in small and medium enterprises. The importance of the customer relationship management implementation was presented in the example of the tourism sector in Croatia. After a research it can be concluded that the SME tourism sector is familiar with the customer relationship management and is planning to implement it. Also, it can be concluded that small and medium enterprises do not know how to keep customers, loyalty received the lowest ratings. It is important to point out companies how CRM can help to build long-term relationships, efficiently find new, potential customers, reduce costs, increase revenue and create competitive advantage.

• Keywords: CRM; upravljanje odnosima s klijentima; dugoročni odnosi; konkurentska prednost; lojalnost
• Keywords (english): CRM; customer relationship management; a long term relationship; competitive advantage; customer loyalty
• Language: croatian
• URN:NBN: urn:nbn:hr:148:140588
• Study programme: Title: Business Economics; 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
• Created on: 2016-12-15 09:59:03