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2012, vol. 58, iss. 2, pp. 237-244
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Establishing CRM in small enterprises
Razvoj CRM-a malih preduzeća
University of Novi Sad, Faculty of Economy, Subotica
Abstract
CRM business strategy can help small enterprises overcome their competitors and provide additional value to their customers. Unlike big companies, little attention is devoted to addressing the CRM-related problem of small enterprises. CRM is a enterprise strategy that can be applied within the company regardless of the size of the company or the amount of goods or services sold; large and small enterprises assess the quality of customer service, customer loyalty, which are less sensitive to price changes and recognize that attracting new customers is expensive. This paper explores the advantages and disadvantages in managing relationships with customers within the small enterprise unit.
Sažetak
Upravljanje odnosima sa kupcima (CRM) obuhvata postupke koji mogu pomoći malim preduzećima da prevaziđu svoje konkurente i obezbede dodatnu vrednost svojim korisnicima. Za razliku od velikih preduzeća, veoma malo pažnje je posvećeno na istraživanje problema CRM-a u malim preduzećima. CRM je poslovna strategija koja se može primenjivati unutar preduzeća nezavisno od veličine preduzeća ili količine roba ili usluga koje prodaje. Velika i mala preduzeća procenjuju kvalitet korisničkih usluga, lojalnost korisnika, koji su manje osetljivi na promenu cena i prepoznaju da je privlačenje novih korisnika u današnje vreme skuplje od zadržavanja postojećih. Ovim radom se istražuju razvoj i prednosti u upravljanju odnosima sa korisnicima unutar male poslovne jedinice.
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