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Family Business Owner as a Central Figure in Customer Relationship Management

Author

Listed:
  • Siniša Arsić

    (Department for Management and Specialized Management Disciplines, Faculty of organizational sciences, University of Belgrade, 11000 Belgrade, Serbia)

  • Koviljka Banjević

    (Quality Management Department, Belgrade Polytechnic, 11000 Belgrade, Serbia)

  • Aleksandra Nastasić

    (Quality Management Department, Belgrade Polytechnic, 11000 Belgrade, Serbia)

  • Dragana Rošulj

    (Quality Management Department, Belgrade Polytechnic, 11000 Belgrade, Serbia)

  • Miloš Arsić

    (Faculty of Maritime Academic Studies, 11000 Belgrade, Serbia)

Abstract

This paper presents theoretical and empirical research on the activities and attitudes of a family business owner regarding marketing as a business function. The development of successful business relationships of a family business is tightly connected with the activities of the business owner. The theoretical review examined numerous family and non-family business studies by analyzing the existing paradigms of marketing management as a whole. The empirical research, surveying 420 family businesses in Serbia, defined the overall role of the family business owner in customer relationship management regarding business-to-business (B2B) and business-to-consumer (B2C) relationships. Key findings suggest that the main difference in customer relationship management (CRM) between family and non-family companies is related to B2B relationships, which the family business owner is heavily involved in managing, in terms of invested time and responsibility. Future research should cover aspects of internationalization (to regional markets) because it is essential to cross-examine regional with local contacts of a family business owner, to provide full comprehension of the complexity of market relationships in a family business environment.

Suggested Citation

  • Siniša Arsić & Koviljka Banjević & Aleksandra Nastasić & Dragana Rošulj & Miloš Arsić, 2018. "Family Business Owner as a Central Figure in Customer Relationship Management," Sustainability, MDPI, vol. 11(1), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:77-:d:192797
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    References listed on IDEAS

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    Cited by:

    1. Lenka Ližbetinová & Peter Štarchoň & Dagmar Weberová & Eva Nedeliaková & Martina Juříková, 2019. "The Approach of SMEs to Using the Customer Databases and CRM: Empirical Study in the Slovak Republic," Sustainability, MDPI, vol. 12(1), pages 1-21, December.
    2. Aleksandar M. Damnjanovic & Goran Dzafic & Sandra Nesic & Dragan Milosevic & Gordana Mrdak & Sinisa M. Arsic, 2022. "Strategic Management of External Disruptions on Realization of Business Plans—Case of Serbian Manufacturing Companies," Sustainability, MDPI, vol. 14(18), pages 1-22, September.

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