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2018 | t. 19, z. 5, cz. 2 Agile Commerce - zarządzanie wobec wyzwań technologii | 271--288
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Zarządzanie relacjami z klientami B2B w modelu operacyjnym Omnichannel na przykładzie rynku materiałów budowlanych

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B2B Customer Relationship Management in Omnichannel Operational Model in Application to the Construction Market
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The customer relationship management in the Omnichannel operational model on the inter-company trade (B2B) market is analyzed. The paper presents the literature studies and the result of customer expectations investigation conducted on the building materials trade and construction service market. Omnichannel model can expand the areas of synergy in marketing and sales processes through holistic channels management and customer segmentation. The aim of this paper is to present the approach to customer expectation analysis in the direction of the largest possible consideration of the customer segments specificity in context of the Omnichannel business model for B2B market. Business model configuration, in aspect of customer specific needs coverage, especially for inter-company trade, is becoming very important on the global market. The paper presents examples of the strategic role of the interactions between sales channels and their impact on sales figure, customer value and the cost of service. Conducted research allows to conclude that proper customer segmentation and understanding the channels' properties gives the basis for the effective configuration of the entire Omnichannel sales model, which ensures the assumed operational efficiency and expected customer satisfaction. The research can be an interesting direction for further academic studies and an indication for business.(original abstract)
  • Uniwersytet Marii Curie-Skłodowskiej w Lublinie
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