Please use this identifier to cite or link to this item:
Title: Quality management as a part of CRM
Authors: Havlicek, Karel
Breckova, Pavla
Zampeta, Vicky
Keywords: Total quality management
Customer relations -- Management
Quality control
Quality assurance
Issue Date: 2013
Publisher: University of Piraeus. International Strategic Management Association
Citation: Havlicek, K., Breckova, P., & Zampeta, V. (2013). Quality management as a part of CRM. European Research Studies Journal, 16(4), 15-28.
Abstract: The article describes the latest trends in quality management in small and mediumsized companies. The author classifies quality as a subset of marketing management, which is known in modern marketing as customer relationship management. The original concept of quality control based on the quality of a product will gradually be replaced by comprehensive quality management based on the wishes, needs and expectations of customers. Increased competition means that it is not possible to consider quality from the so-called transactional perspective, but only the so-called relational perspective. With regard to the whole process management model, the author adds strategic and operational quality controlling to quality management.
Appears in Collections:European Research Studies Journal, Volume 16, Issue 4

Files in This Item:
File Description SizeFormat 
ERSJ,_16(4)_-_A2.pdf248.71 kBAdobe PDFView/Open

Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.