Naslov
The Impact of CRM on Loyalty and Competitive Advantage in Marketing and Sales in Automotive Industry

Autori
Ozimec, Kristina ; Škunca, Tea ; Surać Šime

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic Theory and Practice: Meeting the New Challenges / Markić, Brano - Mostar : University of Mostar Faculty of Economics, 2011, 593-603

Skup
International Conference Economic Theory and Practice: Meeting New Challenges

Mjesto i datum
Mostar, Bosna i Hercegovina, 11.11.2011. - 12.11.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
customer relation management; automotive industry; loyalty; competitive advantage

Sažetak
Modern customers are well equipped with information on products and brands. They are becoming more demanding and aware of competition products. If the product or brand doesn’t happen to stand up to their expectations or if it even doesn’t fulfill their needs and desires in time customers are more easily being drawn to competitors’ zone. Brand loyalty is becoming more fickle and companies have to invest much effort in programmes for building brand loyalty prone to completion. To survive in the market, companies depend on the services offered as a support to their products or to their core business. The feeling of concern and desire for relationships based on trust and cooperation is what is perceived as attractive, and it can also keep the client for a longer period. This study presents the customer relationship management activities for gaining competitive advantage and strengthening customer loyalty in customers’ mind. This paper analyzes the concept of customer relationship management and its applications in the automotive industry. Special attention is given to the impact of activity on CRM sales and customer loyalty in a given industry. Generally, loyalty and the concept of value to the business of an enterprise, is one of the most valuable assets of the world's leading companies. The main objective of this study was to clarify the connection between the concept of customer relationship management and customer loyalty towards the company or brand, which made us conduct an research in order to gain insight into the issues in the researched market. The results showed that proper customer relationship management can help companies to create and maintain market advantage, customer loyalty and increase customer satisfaction and loyalty.

Izvorni jezik
Engleski

POVEZANOST RADA