Customer relationship management (CRM) in both B2C and B2B relationships is of crucial importance for success of modem companies. It is one of the main tools for improvement of relationship with customers, especially in the demanding world of services. Therefore, the electronic customer relationship management system (e-CRM) as upgraded version of CRM represents today not an option but an obligation for efficient and profitable customer relationship management. The use of e-CRM leads to increased profitability through attraction of new and retention of old customers. Thus, understanding the impact CRM and e-CRM have on efficiency of service industry; in particular tourism industry is of crucial importance for companies and managers.
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