BUSINESS IMPROVEMENT THROUGH THE ESTABLISHMENT AND DEVELOPMENT OF RELATIONSHIP MANAGEMENT SYSTEMS WITH EXISTING AND POTENTIAL CUSTOMERS
DOI:
https://doi.org/10.24867/23GI05PetrovKeywords:
Customer relationship management, value creation, loyaltyAbstract
The paper follows the process of business improvement through the analysis of events organized by the company Arcus over the years. Guests who attended the last event were surveyed, including existing and potential customers. Based on the results of the survey, guidelines were given for improving business and improving relations with customers.
References
[1] Palmatier, Robert W., Cheryl Burke Jarvis, Jennifer R. Bechkoff, and Frank R. Kardes (2009), “The Role of Customer Gratitude in Relationship Marketing,” Chicago American Marketing Association.
[2] Buttle, F. (2009), “Customer Relationship Management: Concepts and Technologies“, Elsevier Ltd.
[3] Oliver, G. (1995), “Marketing Today“, Prentice Hall, London.
[4] Veljković, S. (2009), “Marketing usluga“, CID Ekonomskog fakulteta u Beogradu, Beograd.
[5] Cheverton P. (1999), “Key account management the route to profitable key supplier status“, London Kogan Page.
[6] Kostić-Stanković. M., (2013), “Marketinško komuniciranje u upravljanju odnosima sa kupcima“, Zadužbina Andrejević, Beograd.
[7] Anderson E., Fornell C., Lehman D., (1994), “Customer Satisfaction, Market Share, and Profitability“, Sage Publications, Inc.
[8] Smith, R. E., Wright, W. F. (2004), “Determinants of Customer Loyalty and Financial Performance“, Journal of Management Accounting Research
[9] Ittner, C. D., Larcker, D. F. (1998), “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction“, Journal of Accounting Researc.
[10] Anderson, E. W., Fornell, C., Rust, R. T. (1997), “Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services“, Marketing Science.
[11] Peppers, D., Rogers, M. (2005), “Return on Customer: Creating Maximum Value from your Scarcest Resource“, Doubleday, New York.
[2] Buttle, F. (2009), “Customer Relationship Management: Concepts and Technologies“, Elsevier Ltd.
[3] Oliver, G. (1995), “Marketing Today“, Prentice Hall, London.
[4] Veljković, S. (2009), “Marketing usluga“, CID Ekonomskog fakulteta u Beogradu, Beograd.
[5] Cheverton P. (1999), “Key account management the route to profitable key supplier status“, London Kogan Page.
[6] Kostić-Stanković. M., (2013), “Marketinško komuniciranje u upravljanju odnosima sa kupcima“, Zadužbina Andrejević, Beograd.
[7] Anderson E., Fornell C., Lehman D., (1994), “Customer Satisfaction, Market Share, and Profitability“, Sage Publications, Inc.
[8] Smith, R. E., Wright, W. F. (2004), “Determinants of Customer Loyalty and Financial Performance“, Journal of Management Accounting Research
[9] Ittner, C. D., Larcker, D. F. (1998), “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction“, Journal of Accounting Researc.
[10] Anderson, E. W., Fornell, C., Rust, R. T. (1997), “Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services“, Marketing Science.
[11] Peppers, D., Rogers, M. (2005), “Return on Customer: Creating Maximum Value from your Scarcest Resource“, Doubleday, New York.
Downloads
Published
2023-07-30
Issue
Section
Industrial Engineering and Management
