The Role of Customer Relationship Management Activities on Customer Satisfaction

master's thesis

• Author: Janko Lukačević
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

One of the main goals of marketing is increasing the customer base through providing superior quality and performance than the competitors. By meeting customer's expectations, customer satisfaction is created. The more satisfied the customers are, the more they are going to be loyal to a company. That is the goal of customer relationship management is to strengthen relationships with customers while enhancing productivity and profitability in business. By putting customers in the centre of the company and focusing on what they need and expect, rather than focusing on just profit by itself, companies seek to build profitability through making them their long-term partners in building, creating and developing new products and ideas. Customer's tending to devote themselves to the company that ultimately succeeds in meeting and going above their satisfaction and providing them with a quality service with each and every transaction. For the purpose of the study, an online questionnaire was distributed to a sample of 101 participants in order to examine the impact of customer relationship management on customer satisfaction. Results show a very strong correlation between people who are very satisfied with their purchase and purchasing again from the same company. Additionally, participants also had positive feelings about recommending a product to family and friends and spreading good word about it if the company successfully satisfies their needs. A significant correlation was also found between participants being satisfied and being loyal to a company. Key conclusion is that customer relationship management shows positive effects on customer satisfaction which ultimately leads to customer loyalty.

Abstract (croatian)

Jedan od glavnih ciljeva marketinga je povećanje baze kupaca pružanjem vrhunske kvalitete i performansi u odnosu na konkurenciju. Ispunjavanjem očekivanja kupaca stvara se njihovo zadovoljstvo. Što su kupci zadovoljniji, to će biti lojalniji tvrtki. To je cilj upravljanja odnosima s kupcima jačanje odnosa s kupcima uz povećanje produktivnosti i profitabilnosti poslovanja. Stavljajući klijente u središte tvrtke i fokusirajući se na ono što im je potrebno i što očekuju, umjesto da se fokusiraju samo na profit sam po sebi, tvrtke nastoje izgraditi profitabilnost tako što će ih učiniti svojim dugoročnim partnerima u izgradnji, stvaranju i razvoju novih proizvoda i ideja. Kupci se teže posvetiti tvrtki koja u konačnici uspijeva ispuniti i nadmašiti njihovo zadovoljstvo te im pružiti kvalitetnu uslugu sa svakom transakcijom. Za potrebe istraživanja podijeljen je online upitnik uzorku od 101 sudionika kako bi se ispitao utjecaj upravljanja odnosima s kupcima na zadovoljstvo korisnika. Rezultati pokazuju vrlo jaku korelaciju između ljudi koji su vrlo zadovoljni svojom kupnjom i ponovne kupovine od iste tvrtke. Osim toga, sudionici su također imali pozitivne osjećaje o preporučivanju proizvoda obitelji i prijateljima i širenju dobre riječi o njemu ako tvrtka uspješno zadovoljava njihove potrebe. Također je utvrđena značajna korelacija između toga da su sudionici zadovoljni i da su lojalni tvrtki. Ključni zaključak je da upravljanje odnosima s kupcima pokazuje pozitivne učinke na zadovoljstvo korisnika što u konačnici dovodi do lojalnosti korisnika
Ključne

• Keywords: Customer relationship management; satisfaction; loyalty
• Keywords (croatian): kupac; odnos; upravljanje; zadovoljstvo; lojalnost
• Language: english
• URN:NBN: urn:nbn:hr:148:734123
• Study programme: Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Marketing in english; 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
• Public note: Molimo ne koristiti za prepisivanje rada.
• Created on: 2022-09-29 12:25:31