Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies

Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Diff...

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Main Authors: Alexandru Ioan Rîpa, Luminița NICOLESCU
Format: Article
Language:English
Published: Sciendo 2023-12-01
Series:Management Dynamics in the Knowledge Economy
Subjects:
Online Access:https://www.managementdynamics.ro/index.php/journal/article/view/552
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author Alexandru Ioan Rîpa
Luminița NICOLESCU
author_facet Alexandru Ioan Rîpa
Luminița NICOLESCU
author_sort Alexandru Ioan Rîpa
collection DOAJ
description Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions.
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spelling doaj.art-cb68041aff274228a3f4645e382850922024-03-06T18:35:50ZengSciendoManagement Dynamics in the Knowledge Economy2286-26682392-80422023-12-01114Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods CompaniesAlexandru Ioan Rîpa0Luminița NICOLESCU1Bucharest University of Economic StudiesBucharest University of Economic Studies Customer relationship management (CRM) became one of the marketing practices that is assumed to bring success to companies in recent years. Therefore, the present research aims to identify the level of development of CRM in the top ten consumer goods companies as ranked at world level in 2021. Different models describe components of the CRM and the present research uses the theoretical framework proposed by Sin et al. (2005) that comprises four CRM dimensions: key customer focus, CRM organization, knowledge management and technology-based CRM. The methodology employed includes documentary research based on the public information available on the websites of the selected companies. Two types of analyses are conducted, descriptive analysis and comparative analysis. On overall, the dimension that is the most visible is the key customer focus, while the dimension that is the least visible is CRM organization. The results reveal that CRM is present in all top ten companies, but at different levels of development. US companies are more oriented towards CRM than companies originating from other countries. Companies that have a more developed CRM act in the direction of all four CRM dimensions. https://www.managementdynamics.ro/index.php/journal/article/view/552customer relationship management (CRM); CRM dimensions; consumer goods; web analysis
spellingShingle Alexandru Ioan Rîpa
Luminița NICOLESCU
Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
Management Dynamics in the Knowledge Economy
customer relationship management (CRM); CRM dimensions; consumer goods; web analysis
title Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
title_full Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
title_fullStr Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
title_full_unstemmed Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
title_short Customer Relationship Management. Websites Analysis of the Top Ten Consumer Goods Companies
title_sort customer relationship management websites analysis of the top ten consumer goods companies
topic customer relationship management (CRM); CRM dimensions; consumer goods; web analysis
url https://www.managementdynamics.ro/index.php/journal/article/view/552
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