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CRM in a telecommunication company. Part I

Author

Listed:
  • Miloš Hitka

    (Technical University in Zvolen, Zvolen, Slovak Republic)

  • Andrej Piňák

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

  • Silvia Lorincová

    (Technical University in Zvolen, Zvolen, Slovak Republic)

Abstract

Due to new technologies and technological trends, telecommunication companies must take into consideration a downward trend in revenues and customer base. Companies have begun to streamlined, new product lines were created. Customer Relationship Marketing is a key to success as it allows to identify a particular client, respond adequately to customer needs, and positively impact business performance. The aim of the paper was to identify the change in customers’ approaches as a result of implementing Customer Relationship Marketing in 2014 and subsequently in 2018 with the dependence on gender. Following the research results, the positive changes in approach a result of implementing Customer Relationship Marketing was observed. Responses differed depending on gender of respondents.

Suggested Citation

  • Miloš Hitka & Andrej Piňák & Silvia Lorincová, 2019. "CRM in a telecommunication company. Part I," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(3), pages 37-55.
    • Handle: RePEc:cub:journm:v:14:y:2019:i:3:p:37-55
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    Keywords

    customer relationship management (CRM); CRM system implementation; telecommunication company; gender;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination

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