engleski

EMPLOYEE’S PERCEPTION OF CRM IN THE CROATIAN TELECOMMUNICATIONS INDUSTRY

Companies in today's market, especially in the service sector, require constant monitoring and adaptation to the more dynamic needs and desires of their customers. Therefore, companies use all their resources to achieve their goals and competitive advantage. This paper shows a theoretical review of CRM concept with a focus on the telecommunications industry and the results of quantitative research conducted through a questionnaire, on a purposive sample, a sample of experts. The aim of this paper is to show, whether there is a difference in the perception of CRM by 170 employees at different managerial levels in selected telecommunications companies in Croatia.

Customer Relationship Management (CRM) ; technological solution ; customer-oriented strategy ; employees ; telecommunications sector

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