Řízení vztahů se zákazníky ve společnosti HYDRODEM s.r.o.

Abstract

The thesis deals with customer relationship management. The theoretical part provides a description of present approaches and methodologies concerning development of customer relationship with a more detailed view on problems regarding customer equity and customer value, stressing the theory of customer loyalty and methodology of selected models and measuring in customer relationship management. In the practical part the attention is focused on a particular research of customer royalty and a suggestion of an improved system applying to a sustomer relationship management for practical use in the organisation concerned.