Zastosowanie systemów klasy CRM w tworzeniu kapitału relacyjnego w mikroprzedsiębiorstwach
Application of CRM systems in the creation of relational capital in micro-organizations

Summary/Abstract: Contemporary organizations, searching for new ways to exist on the markets and to gain competitive advantage, focus their attention on possibilities that are being created by possessing a network of inter-organizational links. Building honest and reliable interorganizational relations in the conditions of business uncertainty is becoming one of the key determinants of a market success. Simultaneously, a progress in the scope of sending information and communicating between business entities has diametrically changed prospects and a range of running a business. The usage of modern solutions in the scope of the information and communications technology (ICT) created wide possibilities to communicate with a customer on geographically dispersed markets. In the article, the author indicates, basing on a thorough literature research, the significance of the relational capital for contemporary organizations, and the possibilities that modern ICT solutions bring in the scope of creating and maintaining inter-organizational relations.

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