Odločitveni model za izbiro primerne CRM rešitve za majhna in srednje velika podjetja

magistrsko delo

Marina Višnar (Author), Simona Sternad (Mentor)

Abstract

Na trgu je mnogo rešitev za upravljanje odnosov s strankami (angl. Customer relationship management, v nadaljevanju CRM), med katerimi podjetja lahko izbirajo. Ker je odločanje temeljni proces vodstva, je zanj treba imeti kakovostne informacije. Na odločanje pa vpliva mnogo dejavnikov, saj moramo pri izbiri CRM rešitve upoštevati mnogo kriterijev. V magistrski nalogi bomo analizirali CRM rešitve in jim določili kriterije, na osnovi katerih bomo izbirali primerno rešitev. Da bi se ob mnogih kriterijih lažje in hitreje odločali, bomo uporabili večkriterijski odločitveni model. Kriterije smo združili v tri skupine. Izbiro rešitev si bomo pogledali iz tehničnega, vsebinskega in stroškovnega vidika. Na podlagi teh kriterijev bomo v odločitvenem modelu prikazali, katera rešitev je najprimernejša za majhna in srednje velika podjetja. Na začetku magistrskega dela bomo z analizo trendov znanih raziskovalnih hiš izbrali CRM rešitve za kasnejše preučevanje, nato pa s kratko anketo preučili poznavanje pojma CRM v slovenskih podjetjih. Na koncu magistrskega dela bomo skozi kritično analizo izbire CRM rešitve prikazali, kako je možno izgraditi odločitveni model, skozi katerega bomo predstavili tudi rezultate po vidikih. Pogledali bomo pregledno primerjavo rešitev in zaključili delo z lastnim pogledom za izbiro primerne CRM rešitve glede na predhodne analize.

Keywords

informacijske rešitve;vedenje porabnikov;CRM;kriteriji;odločanje;večkriterijsko odločanje;mala podjetja;srednja podjetja;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	M. Višnar
UDC:	004.77
COBISS:	90760451
Views:	213
Downloads:	34
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Decision-making model for selecting the appropriate CRM solution for small and medium-sized enterprises
Secondary abstract:	There are many CRM solutions on the market for companies to choose from. Since decision-making is a fundamental management process, it is necessary to have quality information. However, decision-making is influenced by many factors, as we have to consider many criteria when choosing a CRM solution. In the thesis we will analyze CRM solutions and determine the criteria according to which we will choose the appropriate solution. In order to make easier and faster decisions with many criteria, we will use a multi-parameter decision model. At the beginning of the master's thesis, we will select CRM solutions for later study by analyzing the trends of well-known research companies. Then, with a short survey, they examined the knowledge of the concept of CRM in Slovenian companies. The criteria were grouped into three groups. We will look at the choice of solutions from a technical, substantive and cost point of view. Based on these criteria, we will show in the decision model which solution is most suitable for small and medium-sized enterprises. At the end of the master's thesis, we will show through a critical analysis of the choice of CRM solution how it is possible to build a decision model, through which we will also present the results by aspects. We will look at a transparent comparision of the solutions and conclude the work with our own view for choosing the appropriate CRM solution, based on previous analyzes.
Secondary keywords:	CRM solutions;multi-attribute decision making;choice;criteria;DEXi.;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	VI, 68 str., 4 str. pril.
ID:	13487782