Template-Type: ReDIF-Article 1.0
Author-Name: Miloš Hitka
Author-Name-First: Miloš
Author-Name-Last: Hitka
Author-Email: hitka@tuzvo.sk
Author-Workplace-Name: Technical University in Zvolen, Zvolen, Slovak Republic
Author-Name: Andrej Piňák
Author-Name-First: Andrej
Author-Name-Last: Piňák
Author-Email: apinak@gmail.com
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Silvia Lorincová
Author-Name-First: Silvia
Author-Name-Last: Lorincová
Author-Email: silvia.lorincova@tuzvo.sk
Author-Workplace-Name: Technical University in Zvolen, Zvolen, Slovak Republic
Title: CRM in a telecommunication company. Part II.
Abstract: Due to new technologies and technological trends, telecommunication companies must take into consideration a downward trend in revenues and customer base. Companies have begun to streamlined, new product lines were created. Customer Relationship Marketing is a key to success as it allows to identify a particular client, respond adequately to customer needs, and positively impact business performance. The aim of the paper was to identify the change in customers’ approaches as a result of implementing Customer Relationship Marketing in 2014 and subsequently in 2018 with the dependence on gender. Following the research results, the positive changes in approach a result of implementing Customer Relationship Marketing was observed. Responses differed depending on gender of respondents.
Classification-JEL: M31, L96, J16
Keywords: customer relationship management (CRM), CRM system implementation, telecommunication company, gender
Journal: Marketing Science & Inspirations
Pages: 2-9
Volume: 14
Issue: 4
Year: 2019
File-URL: https://msijournal.com/crm-v-telekomunikacnej-firme-cast-ii/
Handle: RePEc:cub:journm:v:14:y:2019:i:4:p:2-9