Odločitveni model za izbiro primerne  CRM rešitve za majhna in srednje velika podjetja

Višnar, Marina

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Title:	Odločitveni model za izbiro primerne CRM rešitve za majhna in srednje velika podjetja
Authors:	ID Višnar, Marina (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Visnar_Marina_2021.pdf (3,61 MB) MD5: ABB92200C6496C0D4CED0AC3D089390C PID: 20.500.12556/dkum/31e2797a-ed2b-4c9c-af97-78f7cabf4bc3
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Na trgu je mnogo rešitev za upravljanje odnosov s strankami (angl. Customer relationship management, v nadaljevanju CRM), med katerimi podjetja lahko izbirajo. Ker je odločanje temeljni proces vodstva, je zanj treba imeti kakovostne informacije. Na odločanje pa vpliva mnogo dejavnikov, saj moramo pri izbiri CRM rešitve upoštevati mnogo kriterijev. V magistrski nalogi bomo analizirali CRM rešitve in jim določili kriterije, na osnovi katerih bomo izbirali primerno rešitev. Da bi se ob mnogih kriterijih lažje in hitreje odločali, bomo uporabili večkriterijski odločitveni model. Kriterije smo združili v tri skupine. Izbiro rešitev si bomo pogledali iz tehničnega, vsebinskega in stroškovnega vidika. Na podlagi teh kriterijev bomo v odločitvenem modelu prikazali, katera rešitev je najprimernejša za majhna in srednje velika podjetja. Na začetku magistrskega dela bomo z analizo trendov znanih raziskovalnih hiš izbrali CRM rešitve za kasnejše preučevanje, nato pa s kratko anketo preučili poznavanje pojma CRM v slovenskih podjetjih. Na koncu magistrskega dela bomo skozi kritično analizo izbire CRM rešitve prikazali, kako je možno izgraditi odločitveni model, skozi katerega bomo predstavili tudi rezultate po vidikih. Pogledali bomo pregledno primerjavo rešitev in zaključili delo z lastnim pogledom za izbiro primerne CRM rešitve glede na predhodne analize.
Keywords:	CRM rešitve, večkriterijsko odločanje, izbira, kriteriji, DEXi.
Place of publishing:	[Maribor
Publisher:	M. Višnar
Year of publishing:	2021
PID:	20.500.12556/DKUM-80766
UDC:	004.77
COBISS.SI-ID:	90760451
Publication date in DKUM:	23.12.2021
Views:	1053
Downloads:	88
Metadata:
Categories:	EPF
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Licences

License:	CC BY-SA 4.0, Creative Commons Attribution-ShareAlike 4.0 International

Link:	http://creativecommons.org/licenses/by-sa/4.0/
Description:	This Creative Commons license is very similar to the regular Attribution license, but requires the release of all derivative works under this same license.
Licensing start date:	11.10.2021

Secondary language

Language:	English
Title:	Decision model for selecting the appropriate CRM solution for small and medium-sized enterprises
Abstract:	There are many CRM solutions on the market for companies to choose from. Since decision-making is a fundamental management process, it is necessary to have quality information. However, decision-making is influenced by many factors, as we have to consider many criteria when choosing a CRM solution. In the thesis we will analyze CRM solutions and determine the criteria according to which we will choose the appropriate solution. In order to make easier and faster decisions with many criteria, we will use a multi-parameter decision model. At the beginning of the master's thesis, we will select CRM solutions for later study by analyzing the trends of well-known research companies. Then, with a short survey, they examined the knowledge of the concept of CRM in Slovenian companies. The criteria were grouped into three groups. We will look at the choice of solutions from a technical, substantive and cost point of view. Based on these criteria, we will show in the decision model which solution is most suitable for small and medium-sized enterprises. At the end of the master's thesis, we will show through a critical analysis of the choice of CRM solution how it is possible to build a decision model, through which we will also present the results by aspects. We will look at a transparent comparision of the solutions and conclude the work with our own view for choosing the appropriate CRM solution, based on previous analyzes.
Keywords:	CRM solutions, multi-attribute decision making, choice, criteria, DEXi.

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