文档介绍：毕业论文(设计)
外文翻译
Prerequisites and Effects of CRM Systems Use in Poland
Dorota Buchnowska and Stanislaw Wrycza
Department of Information Systems, University of Gdansk, Poland.
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Introduction
It has been demonstrated in numerous studies that CRM implementation is beneficial in terms of higher revenues and lower costs (Aberdeen Group 2004: Thompson 2004) However, many potential CRM users in Poland are discouraged by high implementation costs and a high proportion of abortive implementations. plain about lack of best practices that might convince them about the advisability of their strategy. The high failure rate in CRM implementation (Hellweg 2002) is often the result of the fact that the firms responsible for implementation lack an adequate and proven methodology.
Most information on CRM concept and supporting it systems, especially on benefits of CRM applications, comes from CRM vendors. Companies do not trust the suppliers and their assurances about the gains that can be achieved owing to CRM system introduction. There has been a need, therefore, for a methodologically objective, academic study that would provide reliable results. This drove the authors to embark on a study, the main goal of which is to analyze and assess economically how useful CRM software is in supporting customer relations management in various anizations in Poland. The classical statistical analysis of structure has been used.
The first part of the paper presents the scope of the research and the methodology. The second part is a study of benefits brought by CRM system implementation. CRM ess factors identified in this way are described in the third part.
Research Method
The way the goal has been formulated indicates that the study focused on business entities which have implemented systems of the CRM class. In order to avoid ambiguity in identifying statistical units, the following permanent attributes have been determined that decide