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Application of the CRM System in the Online Psychological Services Market and Assessment of its Impact on Customer Satisfaction

ФИО студента: Vyacheslav Pogorzhelskiy

Руководитель: Natalya Porotnikova

Кампус/факультет: Graduate School of Business

Программа: Marketing (Master)

Год защиты: 2020

In this work, we will consider the introduction of a customer relationship management system specifically for the online psychological services, platform business and assess the impact on customer satisfaction. The relevance of this work - in Russian and foreign literature there is a very limited number of empirical works on this subject - despite the large practical experience in customer focus, theoretical concepts are ambiguous - there is no generally accepted understanding and even definition of CRM. In addition, it should be noted that the work of domestic researchers on the effect of satisfaction on consumers has not been sufficiently studied by the business community, and has not been sufficiently introduced into Russian practice. Of particular interest are online psychological services, the satisfaction of which has not been adequately studied. The practical problem is that despite the steady interest in the field of online services and the introduction of a customer relationship management system by companies, the impact of introducing a CRM system in the online psychological services market on customer satisfaction has not been studied. And also, the company's business performance required improvement. In connection with the problem identified above, the purpose of the presented study is to develop a strategy for implementing a CRM system in the online psychological services market using the example of Beseda LLC and evaluate its impact on consumer satisfaction.

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