Record Details

Strategic Readiness for CRM Process Management: the Case of Business Service Companies in Bulgaria

Sarajevo Journal of Social Sciences: Inquiry

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Field Value
 
Title Strategic Readiness for CRM Process Management: the Case of Business Service Companies in Bulgaria
 
Creator Stanimirov, Evgeni Petrov
Zhechev, Vladimir Sashov
Stanimirova, Maria Radoslavova
 
Subject —
CRM process, CRM vision, CRM base, Business services.
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Description Customer Relationship Management (CRM) represents an
iterative process aimed at improving interactions with customers
and balancing companies’ client portfolio. From the viewpoint
of organizational measures taken, the key factors that influence
the effectiveness of this process can be divided into: sharing of
fundamental principles for managing customer relationships; accurate
positioning of the particular CRM components; acknowledgment of
the interdependencies between various stages of the CRM process.
This allows identifying CRM components crucial to the management
of the process of interaction with customers. The article explores the
individual components of the CRM process, the latter being a premise
on which adequate management of customer relationships is built.
The paper proposes a methodology for assessment of the different
components of the CRM process. It looks at the results from a study
on the strategic readiness of companies, engaged in business services
from four different sectors in Bulgaria, to manage their customer
relationships. The empirical research is limited to investigation of
the CRM vision and CRM base of the aforementioned companies.
For the purposes of the study the researchers have collected and
processed data in corporate areas as: management principles; practices
for analysis and assessment of clients; corporate and organizational
culture; customer databases management. The results serve as basis
for inferences in the context of development of CRM practices for the
business services sector.
 
Publisher International University of Sarajevo
 
Contributor —
 
Date 2017-12-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
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Format application/pdf
 
Identifier http://inquiry.ius.edu.ba/index.php/Inquiry/article/view/49
10.21533/isjss.v2i1.49
 
Source Inquiry; Vol 2, No 1 (2016)
2303-7105
2303-7105
10.21533/isjss.v2i1
 
Language eng
 
Relation http://inquiry.ius.edu.ba/index.php/Inquiry/article/view/49/23
10.21533/isjss.v2i1.49.g23
 
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Rights Copyright (c) 2016 Evgeni Petrov Stanimirov, Vladimir Sashov Zhechev, Maria Radoslavova Stanimirova
http://creativecommons.org/licenses/by/4.0