engleski

Impact of CRM systems on the performance of entrepreneurial entities in Republic of Croatia

Information and communication technology is an important foundation for gaining sustainable competitive advantage of entrepreneurial subjects in the global competitive environment in which the priority is identifying, tracking and compliance with customer’s needs and requirements. For this reason, the research studies the impact of the Customer Relationship Management – CRM system on the performance of business entities in the Republic of Croatia. The aim of the research is to determine the efficiency of CRM according to the criteria of customer loyalty, innovation capacity and sales revenue. In order to prove or disprove the hypothesis of the positive impact of CRM on the performance of business entities in the Republic of Croatia, various scientific methods were used ; analysis, synthesis, description and comparison, and primary data collected by surveying 50 business entities in the Republic of Croatia that apply the CRM system. The research results indicate that the CRM system plays an important role in successfully meeting the needs of customers, gaining loyalty and in raising overall profitability of business entities that apply CRM. The results suggest the need for systematic education of SMEs about the benefits of CRM systems. CRM as one of the key factors for the survival of the company is becoming the focus of the business on which it is necessary to know as much as possible. The economic crisis only further increases the need for implementation of information and communication technologies in business in terms of optimization and streamlining of business processes in a way that the use of such technology leads to a regulated customer base, defined business activities and the handling of customers and provide an insight into the broader picture of business on the basis that the employer will be able to more effectively make decisions based on the weaknesses and strengths of its operating system.

CRM ; customer loyalty ; business entities in Croatia

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