Crm As A Key To Business Success Of E-Commerce

Survival of business entities in conditions defined by the information society depends on successful e-commerce. Success of the modern e-commerce is based on relationship marketing, i.e. CRM. Accordingly, the transition from the classic into e-commerce implies, among other, selection of an appropriate CRM strategy, including reengineering of business processes, many organisational changes as well as entirely modified corporate culture of a business entity. Therefore it is not strange in modern times that signifi cant emphasis is put on customer relationship management within the e-commerce system (eCCRM). Modern marketing studies specific properties of CRM application in e-commerce, taking into account the current development level of ICT and e-commerce, both in the Republic of Croatia and worldwide. The research conducted by means of an in-depth interview with experts in the above area has provided key information about the level to which CRM is used by business entities in the Republic of Croatia. The research has also provided information about the level of knowledge and understanding of relationship marketing and CRM concept by the key people who make decisions in business entities. The key question answered by this research refers to the causality between successful application of CRM and the achieved company performance within the e-commerce system.