Evaluation of performance and efficiency of the CRM

Renata Miklencicova () and Bronislava Capkovicova ()
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Renata Miklencicova: University of Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Slovakia
Bronislava Capkovicova: University of Cyril and Methodius in Trnava, Faculty of Mass Media Communication, Slovakia

Review of Applied Socio-Economic Research, 2013, vol. 5, issue 1, 144-151

Abstract: In order to achieve customer satisfaction, enterprises must manage their own value chains together with their complete system of proving customer oriented values. The aim of enterprises is not only customer acquisition, but mainly their retention. It is customer relationship management that deals with this issue. However, the question raised is how to measure the level of customer relationship management (CRM). This issue is addressed in our contribution.

Keywords: customer; company; customer relationship management; minimum and optimal level of CRM (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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