APPLICATION OF THE CRM CONCEPT TO IMPROVE SUSTAINABLE COMPETITIVE ADVANTAGE THROUGH ACHIEVING LONG-TERM CONSUMER LOYALTY
APPLICATION OF THE CRM CONCEPT TO IMPROVE SUSTAINABLE COMPETITIVE ADVANTAGE THROUGH ACHIEVING LONG-TERM CONSUMER LOYALTY

Summary/Abstract: Background and purpose: One of the most important concepts that put the improvement of total customer satisfaction at the center of business is the “Customer (Client) Relationship Management”, i.e., CRM concept. Broadly speaking, the CRM concept is a systematic effort of organizations aimed at achieving sustainable competitive advantage through the implementation of the most profitable way to create and deliver added value to consumers, organizations, and shareholders. The CRM concept is a modern way of identifying, attracting, and retaining profitable consumers through the development of a ’’good’’ or long-term partner and close interactive relationship. Consequently, the main goal of this paper is to determine as closely as possible the basics and modern approach of the CRM concept, to present the results obtained during the conducted research on the opinions of the respondents on the influence of basic factors on the improvement of consumer relations and socio-demographic variables. Methodology: The conducted research is of quantitative type and was realized through a questionnaire within which in the first part the questions referred to socio-demographic data about the respondent, while in the second part a group of dependent variables was operationalized through statements, which were evaluated by the Likert scale. The mentioned statements examined the opinion of the respondents on the improvement of relations with consumers. For data analysis, the following were applied: descriptive analysis (percentages, arithmetic mean), Chi-square test, t-test, one-factor analysis of variance, multiple linear regression, and Pearson’s correlation coefficient. The level of statistical significance was set at p <0.05, and all obtained data were processed in the SPSS program, version 23. The research aimed to reveal the opinion of respondents on the influence of basic factors on improving consumer relations. Conclusion: The first three auxiliary hypotheses have been proven, the fourth and the fifth has not, but it is concluded that customer relationship management affects customer satisfaction and loyalty, thus proving the null hypothesis.

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