ISBN: 978-606-28-0203-5
DOI: 10.5682/9786062802035
Publisher year: 2015
Edition: I
Pages: 200
Publisher: Editura Universitara
Author: Emilia Pascu
Aspecte teoretice privind imbunatatirea relatiilor cu clientii
DownloadINTRODUCTION / 7
Chapter 1 - CLIENTS - THE TRUE CAPITAL OF THE ORGANIZATION / 10
1.1. Customer definition / 11
1.2. Types of customers / 15
1.3. Customer identification / 23
1.4. Desires, needs and expectations of customers / 24
1.5. Customer satisfaction level / 28
Chapter 2 - STRENGTHENING CUSTOMER RELATIONS THROUGH COMMUNICATION / 38
2.1. Defining communication / 40
2.2. The communication process / 41
2.3. Components of the communication process / 43
2.4. Types of communication / 44
2.5. Communication within the company / 47
2.6. The Internet - means of communication / 52
Chapter 3 - ASPECTS REGARDING CUSTOMERS 'PURCHASING BEHAVIOR / 55
3.1. Stages of the purchasing decision process / 55
3.2. The purchasing decision process. Structure and typology of purchasing decisions / 64
3.3. Directly observable influences on the client / 71
3.4. Endogenous influences on the actual behavior of the client / 76
3.5. Exogenous influences on customer behavior / 78
3.6. The influence of the increase of the clients' exigencies on their own buying behavior / 81
3.7. Customer loyalty and resulting effects / 82
Chapter 4. CUSTOMER RELATIONS MANAGEMENT - A TOOL FOR SUCCESS / 86
4.1. The emergence of customer relationship management / 87
4.2. Defining Customer Relationship Management (CRM) / 91
4.3. Customer Relationship Management Objectives / 96
4.4. Customer Relationship Management Strategy / 102
4.5. Investment in CRM / 105
4.6. Advantages of CRM implementation for organizations / 108
4.7. Quantifying customer relations / 111
Chapter 5. COMPLAINTS MANAGEMENT / 116
5.1. General presentation / 117
5.2. Principles of handling complaints / 123
5.3. Stages of the complaint handling process / 128
5.4. Complaints management performance / 134
Chapter 6. ETHICAL RELATIONS WITH CUSTOMERS / 139
6.1. Ethical principles used in business / 141
6.2. Attributes of the observance of the ethical standards by the personnel of the organization / 145
6.3. Values ​​and countervalues ​​in ethics / 155
6.4. Ethics within the organization / 159
GRID TESTS / 167
BIBLIOGRAPHY / 194
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