Title:	Hexagonal stellar model of CRM: key elements influencing the CRM building
Authors:	Kubina, Milan Lendel, Viliam
Citation:	E+M. Ekonomie a Management = Economics and Management. 2012, č. 1, s. 57-72.
Issue Date:	2012
Publisher:	Technická univerzita v Liberci
Document type:	článek article
URI:	http://www.ekonomie-management.cz/download/1379590469_d56a/2012_01+Hexagonal+Stellar+Model+of+CRM+-+Key+Elements+Influencing+the+CRM+Building.pdf http://hdl.handle.net/11025/17429
ISSN:	1212-3609 (Print) 2336-5604 (Online)
Keywords:	CRM;management;zákazník;strategie;zaměstnanci;výzkum
Keywords in different language:	CRM;management;customer;strategy;employees;research
Abstract in different language:	In present, most companies are conscious of evident contribution of CRM and almost every company is using CRM technologies that support their business or evaluating specific contributions of CRM for company and planning its realization in future. Implementation of CRM system does not assure change of single company processes. The company does not automatically become customer oriented and customers don’t become more loyal or gainful for company. The scientific paper analyses variants of CRM conceptions by reviewing different models of CRM creation, analysis of which allowed envisaging typical elements influencing the CRM building in company. The analysis of scientific literature allowed revealing and theoretically finding the suitability of individual key elements for basic CRM system formation. By comparing different CRM models and applying the inductive method a hexagonal stellar model was designed. Main goal of the study is to contribute to the larger successfulness of organizations that decide for building of CRM. In the first and second section the paper consider the concept of CRM and how CRM systems are reported upon in the literature. In the third section the paper describes the empirical research. The purpose of the research was to find and analyse the current level of Slovak companies in the CRM area on the base of identifying main factors that affect the level of using CRM information system and process of implementation in the company. We addressed medium and large businesses. 230 top managers of Slovak medium and large businesses participated in the research. The last section of the paper deals with identification of key linkages between management and CRM. Management is reflected in CRM primarily through the following areas: strategic management, change management, project management, process management and human resources management. CRM provides clear evidence needed for strategic decision- making.
Rights:	© Technická univerzita v Liberci CC BY-NC 4.0
Appears in Collections:	Číslo 1 (2012) Číslo 1 (2012)

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