Customer relationship management in business operations of trading companies in Bosnia and Herzegovina

摘要

The article analyses the presence of certain elements of customer relationship management (CRM) in trading companies in Bosnia and Herzegovina (BiH) and their influence on the realisation of the set marketing goals of business operations. The analysis of the influence of certain aspects of CRM on the level of realisation of marketinggoals of business activities is made by the multivariate analysis of variance (MANOVA). It has been established that there is a significant effect of the analysed elements of CRM on the level of realisation of certain marketing goals