From product customization to customer relationship management
From product customization to customer relationship management

Summary/Abstract: Accomplishing the purpose of undertakings (earning profits and growth) can be achieved in several ways, among others, using a better product concept. Therefore, there is a constant search for suitable product concept, which enables this purpose in a better way. Actual production concept, known as Customer Relationship Management (CRM), has evolved from the initial customization of products due to technological development. In the relevant available literature, there is no unitary view of the historical development of production concept of customization of products but considering only its individual development stages, depending on what is given greater importance. In this paper, we present the results of conducted theoretical research of production concepts of products customization from the historical point of view, as well as from the standpoint of advantages and disadvantages of certain stages in their development, which also represent a certain theoretical contribution to this field of science. From the results of analysis of the historical context of the individual phases of the development of production concepts of products customization was established that the current production concept was created thanks to ICT, primarily as an upgrade of secondary customization of products, particularly customization of communication. From the analysis of advantages and disadvantages of the individual stages of production concepts, it was found that actual CRM production concept leads in terms of benefits, so it is further discussed in paper. The research also showed that business entities in Serbia apply CRM production concept in insufficient extent to enlarge their competitiveness. The research results have enabled to suggest further research in this area, which is also the practical contribution of paper.

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