Application of WINGS method in CRM performance measurement

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F15%3A86094237" target="_blank" >RIV/61989100:27510/15:86094237 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Application of WINGS method in CRM performance measurement
Original language description
This research examines the application of the WINGS method for the CRM performance measurement. WINGS method identifies mutual influence and relations among factors and also determines the key factors with respect to the importance of the factors. WINGSmethod belongs to MADM methods while pairwise comparison is used for factors evaluation. The aim of the paper is to identify possible relations among factors measuring CRM performance. The sub-aim is to determine key factors for successful CRM strategy for the company. The results show the organizational performance factors as the most important factors. As the key factors we can identify profitability, customer satisfaction, customer retention, management attitude and explicit goal setting.
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
IDIMT-2015 : Information Technology and Society Interaction and Interdependence : 23rd Interdisciplinary Information Management Talks : Sept. 9-11, 2015, Poděbrady, Czech Republic
ISBN
978-3-99033-395-2
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
391-398
Publisher name
Trauner
Place of publication
Linz
Event location
Poděbrady
Event date
Sep 9, 2015
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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