UNAPREĐENJE POSLOVANJA KROZ USPOSTAVLJANJE I RAZVOJ SISTEMA UPRAVLJANJA ODNOSIMA SA POSTOJEĆIM I POTENCIJALNIM KUPCIMA
Ključne reči:
Upravljanje odnosima sa kupcima, kreiranje vrednosti, lojalnost
Apstrakt
Rad prati proces unapređenja poslovanja kroz analizu događaja koji je preduzeće Arcus tokom godina organizovalo. Anketirani su gosti koji su prisustvovali poslednjem događaju, uključujući postojeće i potencijalne kupce. Na osnovu rezultata ankete date su smernice za unapređenje poslovanja i unapređenje odnosa sa kupcima.
Reference
[1] Palmatier, Robert W., Cheryl Burke Jarvis, Jennifer R. Bechkoff, and Frank R. Kardes (2009), “The Role of Customer Gratitude in Relationship Marketing,” Chicago American Marketing Association.
[2] Buttle, F. (2009), “Customer Relationship Management: Concepts and Technologies“, Elsevier Ltd.
[3] Oliver, G. (1995), “Marketing Today“, Prentice Hall, London.
[4] Veljković, S. (2009), “Marketing usluga“, CID Ekonomskog fakulteta u Beogradu, Beograd.
[5] Cheverton P. (1999), “Key account management the route to profitable key supplier status“, London Kogan Page.
[6] Kostić-Stanković. M., (2013), “Marketinško komuniciranje u upravljanju odnosima sa kupcima“, Zadužbina Andrejević, Beograd.
[7] Anderson E., Fornell C., Lehman D., (1994), “Customer Satisfaction, Market Share, and Profitability“, Sage Publications, Inc.
[8] Smith, R. E., Wright, W. F. (2004), “Determinants of Customer Loyalty and Financial Performance“, Journal of Management Accounting Research
[9] Ittner, C. D., Larcker, D. F. (1998), “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction“, Journal of Accounting Researc.
[10] Anderson, E. W., Fornell, C., Rust, R. T. (1997), “Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services“, Marketing Science.
[11] Peppers, D., Rogers, M. (2005), “Return on Customer: Creating Maximum Value from your Scarcest Resource“, Doubleday, New York.
[2] Buttle, F. (2009), “Customer Relationship Management: Concepts and Technologies“, Elsevier Ltd.
[3] Oliver, G. (1995), “Marketing Today“, Prentice Hall, London.
[4] Veljković, S. (2009), “Marketing usluga“, CID Ekonomskog fakulteta u Beogradu, Beograd.
[5] Cheverton P. (1999), “Key account management the route to profitable key supplier status“, London Kogan Page.
[6] Kostić-Stanković. M., (2013), “Marketinško komuniciranje u upravljanju odnosima sa kupcima“, Zadužbina Andrejević, Beograd.
[7] Anderson E., Fornell C., Lehman D., (1994), “Customer Satisfaction, Market Share, and Profitability“, Sage Publications, Inc.
[8] Smith, R. E., Wright, W. F. (2004), “Determinants of Customer Loyalty and Financial Performance“, Journal of Management Accounting Research
[9] Ittner, C. D., Larcker, D. F. (1998), “Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction“, Journal of Accounting Researc.
[10] Anderson, E. W., Fornell, C., Rust, R. T. (1997), “Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services“, Marketing Science.
[11] Peppers, D., Rogers, M. (2005), “Return on Customer: Creating Maximum Value from your Scarcest Resource“, Doubleday, New York.
Objavljeno
2023-07-30
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
