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SME Customer Relationship Management System Research and Application

Author: TianFengZuo
Tutor: YangLianHe
School: Tianjin Polytechnic University
Course: Management Science and Engineering
Keywords: Customer Relationship Management System Customer Satisfaction Structural equation modeling Service Recovery CRM
CLC: F276.3
Type: Master's thesis
Year: 2005
Downloads: 726
Quote: 1
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Abstract


Since China joined the WTO, global challenges are growing , both domestic enterprises to go abroad , or standing still , are faced with the challenge of global competition . With the gradual development of the market , the enterprise 's core competitive advantage gradually shifted from product customers or consumers , customers become the most important resource. Obviously , who earlier would focus on the customer , who is the first customer-centric to guide their marketing and service , and who more easily in the new competitive success . More and more companies aware of the need to change their management thinking, to find a competitive environment to adapt to this management mechanism, and CRM (customer relationship management ) is to adapt to the new economic era an efficient information management system. It applies not only to large enterprises , also adapted to SMEs and private enterprises. This paper mainly discusses SMEs feasibility of CRM in CRM applications with the difference between large enterprises and SMEs CRM solutions ; introduces the concept of service recovery and put it as a variable in Customer Satisfaction Model . This paper also describes the development of small and medium enterprises to improve customer satisfaction is more important . Finally, a case study of the main functions and role of CRM , calculated using structural equation model of the enterprise customer satisfaction , and established a customer potential value predictive models.

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Small and medium-sized enterprises, township enterprises
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