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2017, vol. 48, br. 2, str. 107-114
Vrednost CRM inicijativa za banke - da li je skepticizam opravdan?
Univerzitet u Beogradu, Fakultet organizacionih nauka

e-adresasladjana@fon.bg.ac.rs, nela.milosevic@fon.bg.ac.rs, cicvarics@fon.bg.ac.rs
Ključne reči: upravljanje odnosima saklijentima; bankarski sektor; zadovoljstvo klijenata; resursi; procesi
Sažetak
Sektor finansijskih usluga karakteriše dinamičan razvoj i uočava se potreba za inovativnim poslovnim modelima koji će dovesti do zadržavanja postojećih klijenata, ali i pridobijanja novih. Upravljanje odnosima sa klijentima (engl. Customer Relationship Management - CRM) može se definisati kao strategija koja teži razumevanju potreba klijenata u cilju obezbeđivanja njihovog zadovoljstva, dugoročne saradnje i povećanja prodaje. Kako u literaturi i dalje postoji skepticizam oko vrednosti CRM inicijativa i dostignutih poboljšanja performansi poslovanja, cilj ovog rada je razumevanje osnova i pokazatelja uspeha CRM-a u bankarskom sektoru. Rad daje pregled literature u oblasti i utvrđuje neophodne resurse u cilju ostvarenja prednosti koju donose dugoročni i kvalitetni odnosi sa klijentima.
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O članku

jezik rada: srpski
vrsta rada: prethodno saopštenje
DOI: 10.5937/Markt1702107B
objavljen u SCIndeksu: 05.04.2018.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0