АНГАЖИРАНОСТ СЪС СТРАТЕГИЯТА ЗА УПРАВЛЕНИЕ НА ВЗАИМООТНОШЕНИЯ С КЛИЕНТИ
ENGAGEMENT WITH CUSTOMER RELATIONSHIP MANAGEMENT STRATEGY

Summary/Abstract: The purpose of this study is to examine the employee engagement with customer relationship management strategy of a national retail chain in the implementation of the CRM strategy – general and by departments The engagement is defined and evaluated based on three main aspects – emotional aspect, cognitive and behavior aspect, in the context of implementation of the CRM strategies. The engagement demonstrated in the different departments is evaluated and explained in terms of employee satisfaction with their work for the company and the management's efforts to organise the customer relationship management processes.

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