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Evaluation of performance and efficiency of the CRM


  • 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)


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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    More about this item


    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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