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Evaluation of performance and efficiency of the CRM

Author

Listed:
  • Renata Miklencicova

    () (University of Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Slovakia)

  • Bronislava Capkovicova

    () (University of Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Slovakia)

Abstract

In order to achieve customer satisfaction, enterprises must manage their own value chains together with their complete system of proving customer oriented values. The aim of enterprises is not only customer acquisition, but mainly their retention. It is customer relationship management that deals with this issue. However, the question raised is how to measure the level of customer relationship management (CRM). This issue is addressed in our contribution.

Suggested Citation

  • Renata Miklencicova & Bronislava Capkovicova, 2013. "Evaluation of performance and efficiency of the CRM," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 5(1), pages 144-151, June.
  • Handle: RePEc:rse:wpaper:v:5:y:2013:i:1:p:144-151
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    References listed on IDEAS

    as
    1. Pingle, Mark, 1995. "Imitation versus rationality: An experimental perspective on decision making," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 24(2), pages 281-315.
    2. Schuster, Stephan, 2009. "An Algorithm for the Simulation of Bounded Rational Agents," MPRA Paper 15942, University Library of Munich, Germany.
    3. Herbert A. Simon & Massimo Egidi & Ricardo Viale & Robin Marris, 1992. "Economics, Bounded Rationality and the Cognitive Revolution," Books, Edward Elgar Publishing, number 409, April.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    customer; company; customer relationship management; minimum and optimal level of CRM;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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