Model za ocenjevanje sistemov za trženje

KRHLIKAR, LUKA (author), Hovelja, Tomaž (mentor)

Sistem za trženje (sistem CRM) je v današnjih časih nepogrešljiv v vseh večjih podjetjih. V letu 2017 so podjetja na področju informacijskih tehnologij namenila največ denarja prav razvoju, implementaciji in vzdrževanju sistemov za trženje. Težava, s katero se srečujejo podjetja, je zagotoviti čim bolj uspešno in učinkovito uporabo sistema za trženje. Rešitev težave bi bila uporaba modela za ocenjevanje sistemov za trženje, s pomočjo katerega bi podjetja pridobila boljše informacije o koristnosti sistema za trženje in predloge za njegovo izboljšanje. Cilj diplomskega dela je bil razviti koristen model za ocenjevanje sistemov za trženje. V diplomskem delu je bilo preučeno področje sistemov za trženje, pregledana obstoječa literatura o modelih za ocenjevanje informacijskih sistemov, izdelan model za ocenjevanje sistemov za trženje ter opravljena študija primera v podjetju Euroton. Na podlagi rezultatov modela so bili podjetju Euroton podani predlogi izboljšav in dopolnitev njihovega sistema za trženje. Odzivi na predloge, ki so bili podani s pomočjo modela, so bili pozitivni, kar pomeni, da je bil cilj diplomskega dela uspešno dosežen.

• Language: Slovenian
• Keywords: CRM, ocenjevanje, analiza
• Work type: Bachelor thesis/paper
• Organization: FRI - Faculty of Computer and Information Science
• Year: 2018
• PID: 20.500.12556/RUL-103940
• Publication date in RUL: 28.09.2018

Secondary language

• Language: English
• Title: A model for evaluation of customer relationship management systems

Abstract

The customer relationship management (CRM) system is indispensable in all major companies, these days. In 2017, companies have spent most money in the field of information technology for the development, implementation and maintenance of CRM systems. The problem faced by companies is to ensure the most efficient and effective use of the CRM system. The solution to the problem would be to use a model for evaluating CRM systems, which would help companies obtain better information on the usefulness of their CRM system and suggestions on how to improve it. The goal of this thesis was to develop a useful model for evaluating CRM systems. In this paper we examined the field of CRM systems, examined the existing literature on models for evaluating information systems, created a model for evaluating CRM systems, and conducted a case study at the company Euroton. On the basis of the results of the model, Euroton was then given suggestions on how to improve and complement their CRM system. The responses to the proposals that were given using our model were positive, which means that the goal of this thesis was successfully achieved.

• Keywords: CRM, Evaluation, Analysis