Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/146362
Authors: 
Laketa, Marko
Sanader, Dusica
Laketa, Luka
Misic, Zvonimir
Year of Publication: 
2015
Citation: 
[Journal:] UTMS Journal of Economics [ISSN:] 1857-6982 [Volume:] 6 [Year:] 2015 [Issue:] 2 [Pages:] 241-254
Abstract: 
Customer Relationship Management concept is tendency of banking sector to establish and maintain long-term relationships with customers in order to provide value for customers and banks. This concept allows bank to identify, segment, communicate and build long-term relationships with customers on individual basis. In today's business environment, banks have aim to identify customers and to adjust offer to meet customer's needs, in order to maximize profits. Using modern technologies, Customer Relationship Management is becoming a method to maintain existing structure and development of high quality customer base. It involves development of marketing strategy through a better understanding of the entire customer base, understanding needs and attitudes of customers, as well as more efficient consideration of profitability and added value that each customer have for the bank. The aim of research, presented in this paper, is to assess to benefits of introducing Customer Relationship Management concept in banking sector, by defining strategies, adjustment of organizational structure, culture and internal processes with help of modern technology. The paper presents methods of measuring success of Customer Relationship Management concept and problems which banks have when implementing a new business philosophy.
Subjects: 
CRM concept
CRM strategy
processes
information technology
communication channels
JEL: 
M31
E44
Document Type: 
Article
Appears in Collections:

Files in This Item:
File
Size
342.17 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.