POVEZANOST MED UPORABO MANAGEMENTA ODNOSOV Z ODJEMALCI IN DOBIČKONOSNOSTJO PODJETJA

Merkan, Matjaž

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Title:	POVEZANOST MED UPORABO MANAGEMENTA ODNOSOV Z ODJEMALCI IN DOBIČKONOSNOSTJO PODJETJA
Authors:	ID Merkan, Matjaž (Author) ID Iršič, Matjaž (Mentor) More about this mentor...
Files:	MAG_Merkan_Matjaz_2016.pdf (2,64 MB) MD5: 64A6B1DC48AE5FBD8C3485EB84D01774
Language:	Slovenian
Work type:	Master's thesis
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Podjetja v današnjem poslovnem svetu stremijo k temu, da so v središču njihove pozornosti dobičkonosni odjemalci. Učinkovit in celovit menedžment odnosov z odjemalci (v nadaljevanju CRM) v podjetjih predstavlja ključen del strategije k odjemalcem usmerjenega podjetja. Povezanost med uporabo CRM in dobičkonosnostjo podjetij predstavlja glavno temo magistrske naloge, v kateri smo raziskali stanje na področju uporabe CRM v slovenskih podjetjih iz predelovalnih dejavnosti. Podjetja iz predelovalnih dejavnosti smo izbrali zato, ker so ta večinski predstavnik slovenskega izvozno usmerjenega gospodarstva in tekmujejo na globalnem trgu. Rezultati raziskave so tako postavljeni v mednarodni kontekst in uporabni za morebitne primerjave. V magistrski nalogi smo razložili koncept CRM, njegov zgodovinski razvoj in strukturo. Najprej smo natančno opisali štiri faze načrtovanja in izbire informacijske tehnologije CRM ter nato tri faze uvedbe in upravljanja informacijske podpore CRM. Predstavili smo analitični CRM, ki predstavlja zajemanje, skladiščenje in analiziranje podatkov o odjemalcih, in operativni CRM, ki predstavlja celovito avtomatizirano izvajanje aktivnosti z odjemalci na področjih osebne prodaje, podpore odjemalcem in podpore prodaji. Raziskali smo opredelitve uspešnosti poslovanja podjetja in načine merjenja uspešnosti poslovanja podjetja. Posebej smo proučili kazalnik uspešnosti »dobičkonosnost podjetja« in navedli študije o njegovi povezanosti s CRM. V empirični raziskavi smo izhajali iz podatkov o skupni dobičkonosnosti 500 po poslovnih prihodkih v letu 2014 največjih podjetij iz predelovalnih dejavnosti. Ugotovili smo, da je med njimi 398 podjetij, ki v obdobju 2010−2014 niso imela skupne izgube, torej so v tem obdobju izkazovala čisti dobiček in so predstavljala podmnožico dobičkonosnih podjetij. Izvedli smo zbiranje podatkov z uporabo spletnega vprašalnika in pridobili informacije o uporabi CRM, področjih uporabe CRM, izvajanju aktivnosti CRM, ki smo jih prej prepoznali s fokusno skupino, in deležu stroškov za izvajanje marketinških aktivnosti v prihodkih podjetja. V magistrski nalogi smo potrdili obstoj povezave med uporabo CRM in dobičkonosnostjo slovenskih podjetij iz predelovalnih dejavnost. Hkrati smo potrdili tudi obstoj povezave med številom področij uporabe CRM in dobičkonosnostjo podjetij med številom področij uporabe CRM in deležem stroškov za izvajanje marketinških aktivnosti v prihodkih podjetja.
Keywords:	menedžment odnosov z odjemalci, CRM, marketing, dobičkonosnost, predelovalne dejavnosti
Place of publishing:	Maribor
Publisher:	[M. Merkan]
Year of publishing:	2016
PID:	20.500.12556/DKUM-58888
UDC:	659.4
COBISS.SI-ID:	12488220
NUK URN:	URN:SI:UM:DK:IWMIWJBO
Publication date in DKUM:	14.09.2016
Views:	2637
Downloads:	256
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	The Link between Employment of Customer Relationship Management and a Company's Profitability
Abstract:	Nowadays in the business world, companies aim to have profitable customers in the centre of their attention. Efficient and comprehensive customer relationship management (hereinafter CRM) in the company represents a crucial part of the customer-oriented company strategy. The connection between the employment of CRM and a company’s profitability represents the main topic of the Master’s thesis. In the thesis we analysed the state in the field of CRM employment in Slovenian companies from the manufacturing industry. We chose companies from this industry, since they are majority representatives of the Slovenian export-oriented economy and are competing on the global market. The results of the research are thus placed within an international context and useful for potential comparisons. In the Master’s thesis, we explained the concept of CRM, its historical development and structure. Initially, we thoroughly described four phases of planning and selection of CRM informational technology and then three phases of the introduction and management of the CRM informational support. We presented the analytical CRM, which represents gathering, storing and analysing of data about customers, and the operative CRM, which represents comprehensive automated execution of activities with customers in the fields of personal sales, customer support and sales support. We analysed the definition of the company’s performance and ways to measure it. We particularly studied the success indicator “company’s profitability” and stated the studies about its link with CRM. In the empirical research we originated from data about total profitability of the 500 largest companies from the manufacturing industry according to their income in 2014. We found 398 companies among them, which did not show a total loss in the period 2010-2014; meaning they showed a net profit and represented a subset of profitable companies. We collected data with the use of an online questionnaire and gathered information about the employment of CRM, fields of CRM employment, CRM activities, which we recognized in the focus group, and the share of costs for marketing activities within the company’s income. In the thesis, we confirmed the existence of a link between the employment of CRM and the profitability of Slovenian companies from the manufacturing industry. At the same time we confirmed a link between the number of fields, where CRM is being employed, and the profitability of companies; and between the number of fields, where CRM is being employed, and the share of costs for marketing activities within the company’s income.
Keywords:	customer relationship management, CRM, marketing, profitability, manufacturing

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