Implementation of customer relationship management in retail trade enterprises of the Baltic countries
ENPrivate consumption is one of the main cornerstones of economic growth in any country. Within the process of retailing, different relations between enterprise and customer arise; still both parties have their specific interests. The main interests of the retailer are related to increasing turnover and making profit, but customer can have several aims – to obtain the necessary item in the necessary place and quantity and also to receive information, attitude and incentives for the purchase. Globalization of the market is increasingly affecting also retail businesses, which have led them to seek fair solutions for competitiveness and development. In order to identify factors of competitiveness, the authors of the current article have put forward the goal – to analyse processes of retailing related to customer relationship formation and management in the Baltic countries. To attain this goal, the authors, first, research the theoretical background of the customer relationship formation, then analyse the retail trade development in the Baltic countries and, finally they conduct customer survey to identify the basic relationship formation factors. This research will provide retailers with comprehension of necessity to develop a customer relationship system, taking into account industry requirements. The scientific novelty of the current article lies in the fact that the authors defined the unified approach to formation of customer relationship system in retailing. The authors conclude that upon knowing the main influence factors, the enterprise can manage this process, and that this could be one of the instruments of enhancing competitiveness.
