CRM in a telecommunication company. Part I

Miloš Hitka (), Andrej Piňák () and Silvia Lorincová
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Miloš Hitka: Technical University in Zvolen, Zvolen, Slovak Republic
Andrej Piňák: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2019, vol. 14, issue 3, 37-55

Abstract: Due to new technologies and technological trends, telecommunication companies must take into consideration a downward trend in revenues and customer base. Companies have begun to streamlined, new product lines were created. Customer Relationship Marketing is a key to success as it allows to identify a particular client, respond adequately to customer needs, and positively impact business performance. The aim of the paper was to identify the change in customers’ approaches as a result of implementing Customer Relationship Marketing in 2014 and subsequently in 2018 with the dependence on gender. Following the research results, the positive changes in approach a result of implementing Customer Relationship Marketing was observed. Responses differed depending on gender of respondents.

Keywords: customer relationship management (CRM); CRM system implementation; telecommunication company; gender (search for similar items in EconPapers)
JEL-codes: J16 L96 M31 (search for similar items in EconPapers)
Date: 2019
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Journal Article: CRM in a telecommunication company. Part II (2019)
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:14:y:2019:i:3:p:37-55

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