{"title":"客户关系管理。十大消费品公司网站分析","authors":"Alexandru Ioan Rîpa, L. Nicolescu","doi":"10.2478/mdke-2023-0022","DOIUrl":null,"url":null,"abstract":"Abstract Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.","PeriodicalId":53295,"journal":{"name":"Management Dynamics in the Knowledge Economy","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies\",\"authors\":\"Alexandru Ioan Rîpa, L. Nicolescu\",\"doi\":\"10.2478/mdke-2023-0022\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.\",\"PeriodicalId\":53295,\"journal\":{\"name\":\"Management Dynamics in the Knowledge Economy\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Management Dynamics in the Knowledge Economy\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2478/mdke-2023-0022\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management Dynamics in the Knowledge Economy","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2478/mdke-2023-0022","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
摘要 近年来,客户关系管理(CRM)已成为被认为能为企业带来成功的营销实践之一。因此,本研究旨在确定 2021 年世界十大消费品公司的客户关系管理发展水平。不同的模型描述了客户关系管理的组成部分,本研究采用了 Sin 等人(2005 年)提出的理论框架,该框架包括四个客户关系管理维度:以客户为中心、客户关系管理组织、知识管理和基于技术的客户关系管理。采用的方法包括基于所选公司网站上公开信息的文献研究。分析分为两类,即描述性分析和比较分析。总体而言,最明显的维度是以客户为中心,而最不明显的维度是客户关系管理组织。研究结果表明,客户关系管理在所有排名前十的公司中都存在,但发展水平各不相同。美国公司比其他国家的公司更注重客户关系管理。客户关系管理发展水平较高的公司在客户关系管理的所有四个维度上都有所行动。
Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
Abstract Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.