engleski

The level of correlation between cultural values and system of customer relationship management

The purpose of this research paper is to identify the level of correlations and differences between specific cultural values and the employees’ and the customers’ behaviour. The study of cultural values is the basis for establishing desirable behaviour and organizational measures on which the employee’s culture awareness and behaviour are formed to suit both the enterprises and the customers. As indicated by research results, there are differences in the employees’ and the customers’ value systems, which are important for Customer Relationship Management (CRM), so that customers are more self-directed than the employees of the enterprise ; they are more prone to accept stimulation and hedonism, and their level of traditionalism is lower than that of the employees. Harmonizing the employees’ and the users' value systems contributes to a higher- quality communication and more successful business.

cultural values; Customer Relationship Management (CRM); employees and customers

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