| Abstract [eng] |
The purpose of this master thesis is to approve that customer relationship management (CRM) has influenced on customer loyalty. In order to achieve this purpose the work was divided into four main tasks: review of the relevant literature; analyze the influence of customer relationship management on customer loyalty and approve its importance for companies, research of the concrete business-to-business (B2B) Company CRM process and its customer loyalty, and the development of the customer relationship management model which would enable to improve the CRM process of B2B companies which seek long-term relationship with customers. Literature review covers the customer relationship management theory and advanced CRM models and analysis methods, later applied in development of the author’s model and set of the rules for effective CRM process implementation. The analysis of literature clarified that customer relationship management it is not only the software, it is an organization strategy which should be implemented into all organization processes. Effective customer relationship management has positive influence on customer loyalty, because it enables to satisfy customer needs and expectations and has influence on customer satisfaction that leads to future purchases. Loyal customers generates bigger incomes and are more profitable, also satisfied and loyal customers helps to attract new customers witch is extremely important for all B2B organizations. The analysis of the company’s customer relationship management process unveiled that company’s CRM strategy is not integrated with all the processes in organization and it lacks the orientation to customer needs. These shortcomings confirmed the necessity for the systematic view on the complex of the main CRM elements. The results of organization customer loyalty research showed that its customer loyalty seeks only 34%, and the main factors of it are related with lack of customer relationship management in organization. All these findings influenced the final structure of the presented model. The main result of the master thesis is CRM model with the recommendations for the process improvement. The customer relationship management model starts with the developing of CRM strategy in organization. Next step is the integration of CRM strategy into company’s processes and their orientation to customers needs. For effective customer relationship management it is very important to collect and analyze information about the customers, because this information enables customer definition and segmentation. This segmentation is important for planning relationship with customers and future sales. The information about customer requirements and expectations helps to create the most valuable offer which leads to customer satisfaction and influence on customer loyalty. For more effective customer relationship management it is necessary to get and analyze the feedback from the customers, because it is a very important factor for the development of CRM process in organization. |
