| Abstract [eng] |
Theoretical aspects of relationship marketing and customer relationship management are analyzed and examined in the first theoretical part of this master degree paper; also accordingly to number of clients and their profitability levels customer relationships are presented. Based on CRM conception, strategies of client value and loyalty improvement are studied. Also different management models customer relationships are presented; there are provided CRM decision, which help to recognize clients who must be retained and who can be lost without any high loss. Client retaining theories, client loyalty and of course loyalty programs are analyzed in second theoretical part of the paper. As customer relationship management is base for retaining of clients. In other words, solutions of customer relationship management or purposes directly pointed to profitable retaining of the clients and to establishment of long-term connections, based on higher client satisfaction and higher value provided to the client. In empirical part of this paper management solutions of connections with clients of retail medicine production sector companies – „Eurovaistine“ and „Camelia“ – are analyzed, measures and actions – which influence loyalty of clients to this companies - of this companies are examined. Also, results of the research are presented, they are analyzed and conclusions are made. Object of research – decision of customer relationship management while seeking to retain clients. This master degree paper consists of 4 big parts, two of them are theoretical, paper included 67 pages, there are 26 illustrations and 5 tables, paper is complemented with 2 appendixes, and 46 literature sources are used for research reasoning. |
