engleski

The Impact of Implementing Customer Relationship Management in Tax Administration in Croatia

Contemporary strategic marketing process passed through core changes, influenced with developement of modern telecommunications and digital technologies. Idea of marketing theory is the fact that customers are starting point of a business and that a company's success depends on effectively managing relationships with them. Companies nowadays cope with greater difficulties arising from challenges of growing markets and rapidly changing factor of customers behaviour. As a result, most firms have started developing CRM (Customer Relationship Management) concept. CRM is the process of managing all aspects of interaction a company has with its customers, including prospecting, sales, and service. CRM applications attempt to provide insight into and improve the relationship between company and customer by coordinating all these views of customer interaction. These facts indicate that there are many opportunities for the development of CRM in government institutions, such as Ministry of finance of the Republic of Croatia. The Tax Administration is the administrative organization within the Ministry of Finance whose basic task is to implement tax regulations and regulations concerning the payment of obligatory contributions. Strategic approach is based on relationship with customers (tax payers). The aim of Tax Administration is to become tax payer service adjusted with their obligations. Intention of the paper is to determinate need for implementing new services based on developement of modern technologies called „ e Porezna“ . This paper offers a contribution through the primary reserach of a CRM implementation at a Tax Administration in district of Požega. It can be concluded that number of tax payers who use sevices „ e Porezna“ has grown in recent period.

marketing strategy; customer relationship management; tax payer; e- Taxed Added Value

nije evidentirano