CRM development in practice, customer relationship management innovation

Papp, János and Lázár, Ede and Brix, Ágnes (2015) CRM development in practice, customer relationship management innovation. Studia Mundi – Economica, 2 (2). pp. 136-148. ISSN 2415-9395

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Abstract

This research shows a customer relationship model, which does not only implement innovative elements into a specific supplier’s customer relationship management (CRM), but also reorganizes the customer ser vice’s procedure. The primary aim of the model is to increase customer satisfaction, and to decrease the number of leaving customers, and furthermore to win new customers. The most important results of the model is the customer loyalty measure, which direc tly determines the customer relationship. Furthermore the efficiency of the different promotions, CRM elements and CRM channels, is shown by the analysis of the estimated explanatory variable’s parameters.

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