Customer relatiobship management system as a technological suppprt fpr business decision-making

[I. S. Nedeljković]

XIII, 287 listova

Napredak u informacionoj tehnologiji je omogućio pojavu novih tehnoloških rešenja koja pružaju podršku poslovanju organizacija. Jedno od takvih rešenja jeste i CRM tehnologija, koja omogućava organizacijama da prikupljaju, čuvaju, pristupaju, dele i analiziraju velike količine podataka o kupcima. Stoga, predmet doktorske disertacije jeste CRM kao tehnološka podrška i efekti koji proizilaze iz njegove implementacije u organizacijama. U disertaciji je ukazano na koji način CRM sistem utiče na organizacije koje ga primenjuju, kao i na ključne determinante nemere upotrebe pomenute tehnologije. Takođe, akcenat je stavljen na primenu poslovne analitike kao važnog elementa sistema za podršku odlučivanju u CRM-u. Osnovni cilj doktorske disertacije je razvoj modela koji uz podršku savremene informaciono kumunikacione tehnologije pruža podršku odlučivanju i omogućava unapređenje performansi upravljanja odnosima sa kupcima. U doktorskoj disertaciji su sprovedena tri empirijska istraživanja. Prvim empirijskim istraživanjem je dokazano da CRM ima statistički značajne efekte na organizacione performanse. U drugom empirijskom istraživanju je analiza pokazala da karakteristike zadatka nemaju, a da karakteristike CRM tehnologije imaju statistički značajan uticaj na usaglašenost zadatka i CRM tehnologije. Pored navedenog, dokazano je da usaglašenost zadatka i CRM tehnologije značajno pozitivno utiče na očekivane performanse, kao i da očekivane performanse, društveni uticaj i tehnički uslovi značajno pozitivno utiču na nameru upotrebe CRM tehnologije. U trećem empirijskom istraživanju su identifikovani pozitivni efekti poslovne analitike na donošenje odluka, kao i pozitivan uticaj donošenja odluka na SRM performanse. Pored navedenog, razvijen je aplikativni softver, odnosno model za podršku odlučivanju u upravljanju odnosima sa kupcima.

Advances in information technology have enabled the emergence of new technological solutions that support the business of organizations. One such solution is CRM technology, which enables organizations to collect, store, access, share, and analyze large amounts of customer data. Therefore, the subject of the doctoral dissertation is CRM as technological support and the effects resulting from its implementation in organizations. In the dissertation, it was pointed out how the CRM system affects the organizations that apply it, as well as the key determinants of the inappropriate use of the mentioned technology. Also, emphasis is placed on the application of business analytics as an important element of the decision support system in CRM. The main goal of the doctoral dissertation is the development of a model that, with the support of modern information and communication technology, provides decision-making support and enables the improvement of customer relationship management performance. Three empirical studies were conducted in the doctoral dissertation. The first empirical research proved that CRM has statistically significant effects on organizational performance. In another empirical study, the analysis showed that the task characteristics do not and that the CRM technology characteristics have a statistically significant influence on the task technology fit. In addition to the above, it has been proven that the technology fit has a significant positive effect on expected performance, as well as that expected performance, social impact, and facilitating conditions have a significant positive effect on the intention to use CRM technology. In the third empirical study, the positive effects of business analytics on decision-making were identified, as well as the positive impact of decision-making on CRM performance. In addition to the above, application software was developed, i.e. a model for decision support in customer relationship management.

upravljanje odnosima sa kupcima, informacioni sistemi, aplikativni softver, performanse, podrška odlučivanju

customer relationship management, information systems, application software, performance, decision support

005.346:004.42(043.3)

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