Uloga utjecajnih osoba u upravljanju odnosima s klijentima

master's thesis

• Title (english): The role of influencers in customer relationship management
• Author: Matea Juričić
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Zbog trendova koji prate digitalizaciju marketinga, ovaj rad ima za cilj povezati marketing putem utjecajnih osoba s poduzećima koja primjenjuju strategiju sustavnog upravljanja odnosima s klijentima. Iako znanstvena literatura utjecaj poznatih osoba proučava još od sredine prošlog stoljeća, novi kanali komunikacije dali su novu dimenziju njegovu značaju. Metodologija obuhvaća dubinske intervjue sa predstavnikom poduzeća koje primjenjuje i marketing putem utjecajnih osoba i sustavno upravljanje odnosima s klijetima te sa 5 utjecajnih osoba. Na njihovu primjeru utvrđene su zajedničke osobine marketinga putem utjecajnih osoba i sustavnog upravljanja odnosima s klijentima, potvrđeno je da utjecajne osobe mogu posjedovati kvalitativne informacije koje poduzećima mogu koristiti u unapređenju poslovanja, te su utvrđeni čimbenici koji uvjetuju snažniju povezanost marketinga putem utjecajnih osoba i sustavnog upravljanja odnosima s klijentima.

Abstract (english)

Because of the trends that follow the marketing digitization, this paper aims to link marketing through influential people to companies that apply a systematic customer relationship management (CRM). Although scientific literature have studied influence of the famous people since the mid-last century, new communication channels have given a new dimension to its significance. The metology that included insight interviews with the representative of the company HG SPOT (which applies both, influencer marketing and systematic customer relationship management (CRM), and with 5 influencers. On their example, common features of influencer marketing and systematic customer relationship management were identified, influencers were confirmed to have qualitative information that could be used by companies to improve their business, and factors determining the stronger link between influencer marketing and CRM systems.

• Keywords: marketing putem utjecajnih osoba; upravljanje odnosima s klijentima; CRM
• Keywords (english): influencer marketing; customer relationship management; CRM
• Language: croatian
• URN:NBN: urn:nbn:hr:148:363277
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-30 19:44:28