Branimir Dukić, Sanja Dugandžić, Stojanka Dukić – CONCEPTUAL CRM APPLICATION DATABASE MODEL IN THE FUNCTION OF PHYSICAL PRODUCTS DISTRIBUTION FOR KNOWN CUSTOMER

Branimir Dukić, Sanja Dugandžić, Stojanka Dukić – CONCEPTUAL CRM APPLICATION DATABASE MODEL IN THE FUNCTION OF PHYSICAL PRODUCTS DISTRIBUTION FOR KNOWN CUSTOMER

Branimir Dukić
Josip Juraj Strossmayer University of Osijek, Croatia
Faculty of Economics in Osijek
E-mail:
bdukic@efos.hr


Sanja Dugandžić
Josip Juraj Strossmayer University of Osijek, Croatia
Faculty of Economics in Osijek
E-mail:
dsanja@efos.hr


Stojanka Dukić
duxMission d.o.o. Osijek, Croatia
E-mail:
dux-mission@os.t-com.hr


Abstract


The second half of the twentieth century was marked by significant social
changes caused by extremely fast technology advancement, particularly informationcommunication technology. Besides changes in the way of doing business they have
also brought changes in human society in general. Together with mass media and
educational systems, information-communication technology (ICT) has influenced
the growth of the overall information awareness, knowledge and human selfconsciousness. A modern human being is now acting as an individual with clearly
expressed needs and attitudes to products and consumption. On the other hand, the
human i. e. customer permanently encourages modern producers, i.e. suppliers, to
change the relationship. This relationship change is known and is theoretically
articulated through relationship marketing concept i. e. as customer relationship
management. The outlined concepts strive to maintain communication with consumer
as individual in order to achieve optimal satisfaction of individual customers’ needs.
Modern industry 4.0 is already able to produce individualised products for known
customers with the use of robotic and programmable machines and CRM applications
ensure by the means of communication, that is presale, sale and post-sale activities,
the optimal individualized fulfilment of customer needs. The future certainly brings
transition from mass production for unknown customer to production for known
customer. This will also influence the change of product distribution in the way of
moving from mass distribution to individualized distribution. This kind of change
demands the adequate adjustment of CRM applications which must provide producer
(supplier) and customer with key information about distribution as post sale activity.
In that way it is necessary to observe the data coverage and develop an optimal
database model in the function of achieving optimal satisfaction of individual
customers’ needs in the product distribution phase. From that standpoint it is 
meaningful to talk not only about product distribution, but also about information
distribution, and to observe distribution as information phenomenon.


Key words: databases, relationship marketing, CRM, product distribution,
information-communication technology.

Last Update: October 26, 2017  

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October 26, 2017   184    BLMM 2017  
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