PROPOSAL OF CRM CONCEPTUAL MODEL/FRAMEWORK TO OPTIMISE RELATIONS AMONG STAKEHOLDERS OF HIGHER EDUCATION

In the present-day environment pertaining to digitalisation, increasing competition on the market and changes in industries, the CRM as a system is an essential tool for success. The issue of CRM system application in higher education institutions is insufficiently researched, especially in the parts that should indicate a clear connection between participants in higher education and CRM in higher education institutions, and factors that decision makers should pay attention to when making decisions about CRM implementation. Therefore, the aim of the paper is to research the functionality, application and advantages of CRM in the higher education sector, and to determine the features that will facilitate effective decision-making on the implementation of CRM. As a result of the research, a proposal for a conceptual model/framework of CRM was presented. The proposal is presented for the purpose of making appropriate decisions for higher education institutions when it comes to developing their own or purchasing a ready-made CRM solution. From the scientific aspect, the paper contributes to the existing literature by providing decision makers with an insight into the structure of the CRM system, its elements, connections and functionalities, as well as a description of the model with the information they need to pay attention to when making decisions.
U današnjim uvjetima digitalizacije, povećanja konkurencije na tržištu i promjena u gospodarskoj djelatnosti posjedovanje CRM-a kao sustava neizostavan je alat za uspjeh. Problematika primjene CRM sistema u visokoškolskim ustanovama nedovoljno je istražena, posebno u dijelovima koji trebaju ukazivati na jasnu vezu između sudionika u visokom obrazovanju i CRM-a u visokoškolskim ustanovama te čimbenika na koje donositelji odluka trebaju obratiti pozornost prilikom donošenja odluka o CRM implementaciji. Stoga, cilj je rada istražiti funkcionalnosti, primjenu i prednosti CRM-a u sektoru visokog obrazovanja te utvrditi značajke koje će olakšati efektivno donošenje odluka o implementaciji CRM-a. Kao rezultat istraživanja predstavlja se prijedlog konceptualnog modela/okvira CRM-a u u svrhu donošenju odgovarajućih odluka za visokoškolske ustanove kada je u pitanju razvijanje vlastitog ili kupovina gotovog CRM rješenja. Sa znanstvenog aspekta, rad pridonosi postojećoj literaturi pružajući donositeljima odluka uvid u strukturu CRM sustava, njegove elemente, veze i funkcionalnosti te opis modela s informacijama na koje trebaju obratiti pozornost prilikom donošenja odluka.