CRM Technology as a Tool for Enhancing Organisational Image through Effective Customer Knowledge Management
CRM tehnologija kao alat za poboljšanje imidža organizacije kroz efikasno upravljanje znanjem o potrošačima
Abstract
The increasing competition in the market drives organizations to compete for their consumers. In such conditions, organizations are placing more emphasis on customer relationship management (CRM) and making significant investments in CRM technology. Accordingly, this paper examines the effects of CRM technology on knowledge management, as well as the impact of knowledge management on the organizational image. The analysis covered 108 organizations in Serbia. The empirical research applied reliability analysis, confirmatory factor analysis and structural equation modeling. The results indicate that CRM technology has a statistically significant positive impact on knowledge management, as well as that knowledge management has statistically significant positive effects on the organizational image. The contribution of this paper lies in the insights into the indirect impact of CRM technology investments on the organizational image in Serbia, considering that few studies have addressed this topic.
Apstrakt
Snažnija i brojnija konkurencija na tržištu podstiče organizacije da se bore za svoje potrošače. U takvim uslovima, organizacije sve više pridaju značaj upravljanju odnosima sa potrošačima (Customer Relationship Management – CRM) i ulažu značajna sredstva u CRM tehnologiju. S obzirom na to, u ovom radu istraženi su efekti CRM tehnologije na upravljanje znanjem, kao i uticaj upravljanja znanjem na imidž organizacije. Analiza je obuhvatila 108 organizacija na području Republike Srbije. U empirijskom istraživanju primenjene su analiza pouzdanosti, konfirmativna faktorska analiza, kao i modeliranje strukturnih jednačina. Rezultati pokazuju da CRM tehnologija ima statistički značajan pozitivan uticaj na upravljanje znanjem, kao i da upravljanje znanjem ima statistički značajne pozitivne efekte na imidž organizacije. Doprinos rada ogleda se u saznanjima o indirektnom uticaju ulaganja u CRM tehnologiju na imidž organizacija na teritoriji Republike Srbije, s obzirom na to da se mali broj istraživanja bavio ovom tematikom.
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