IDEAS home Printed from https://ideas.repec.org/a/zag/market/v19y2007i1p43-58.html
   My bibliography  Save this article

Impact of CRM on the competitiveness level of ICT services in Croatian service providers

Author

Listed:
  • Dražen Alerić

    (Juraj Dobrila University of Pula-Department of Economics and Tourism)

Abstract

This paper proves a higher competitiveness of ICT service providers who utilize CRM versus the providers who do not. The study of observed participating ICT service providers in Croatia proves that the value added of the services incorporating CRM is more competitive than the same services but without CRM. There is also stronger demand from clients for the services enriched with CRM. Increased service competitiveness generated by CRM utilization raises the company’s general competitiveness. A systematic application of CRM creates a long-lasting relationship between clients and providers and thus enables high-quality long-term term solutions to client demands. CRM represents the value added that raises the level of service competitiveness and makes the service provider unique and recognizable among numerous competitors. Consequently, the satisfaction of clients with the provider and their preference for the same provider result in higher client loyalty. A service company that incorporates CRM in its practices has a higher success rate in fulfilling its mission and attaining goals in accordance with the marketing philosophy.

Suggested Citation

  • Dražen Alerić, 2007. "Impact of CRM on the competitiveness level of ICT services in Croatian service providers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 19(1), pages 43-58.
    • Handle: RePEc:zag:market:v:19:y:2007:i:1:p:43-58
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/33665
    Download Restriction: None
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:19:y:2007:i:1:p:43-58. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.