Hyper-Personalization as a Customer Relationship Management Tool in a SMART Organization

• Authors: Anetta Pukas

Title variants

PL

Hiperpersonalizacja jako narzędzie zarządzania relacjami z klientem w organizacji SMART

Abstracts

PL

Cel: tematyka artykułu dotyczy problemu badawczego, jakim jest rola hiperpersonalizacji w ewolucji relacji przedsiębiorstwa z klientami. Celem artykułu jest zidentyfikowanie potencjału hiperpersonalizacji jako narzędzia CRM w organizacji smart oraz określenie luk badawczych i obszarów dalszych badań. Metodologia: artykuł opiera się na krytycznym przeglądzie literatury z zakresu teorii zarządzania oraz marketingu i reprezentuje podejście relacyjne. Przegląd literatury został wykonany jako badanie eksploracyjne. Wyniki: na podstawie badań teoretycznych i wykorzystanego podejścia relacyjnego w artykule przedstawiono zarządzanie relacjami z klientem na tle ewolucji technologicznej. Wyniki rozpoznań teoretycznych wskazują na lukę badawczą polegającą na tym, że wykorzystanie hiperpersonalizacji i technologii cyfrowej do realizacji celów zarządzania relacjami z klientem jest to bardzo aktualny temat i wciąż mało penetrowany przez badaczy. Ograniczenia/implikacje badawcze: zawarte w artykule ustalenia i wnioski wymagają kolejnego kroku w procesie naukowym, jakim jest przeprowadzenie weryfikacji empirycznej. Oryginalność/wartość: wartością tego artykułu jest ukazanie współczesnych kierunków badawczych w ramach koncepcji zarządzania relacjami z klientem w cyfrowym i inteligentnym świecie oraz połączenie ich z ramami teoretycznymi i praktycznymi.

EN

Purpose: The article subject concerns the research problem of the role of hyper-personalization in the evolution of the company’s relationship with customers. The article aims to identify the potential of hyper-personalization as a CRM tool in a smart organization and find research gaps and areas for further research. Design/methodology/approach: The paper is based on a critical literature review within the field of management and marketing theory and represents the relational approach. The literature review was made as an exploratory study. Findings: Based on the results of that theoretical research and utilizing a relational approach, the article presents the Customer Relationship Management during the technology evolution The theoretical findings indicate a research gap: using hyper-personalization and digital technology for achieving the Customer Relationship Management aims is a highly topical issue and still little penetrated by researchers. Research limitations/implications: The findings and conclusions contained in the article require another step in the scientific process, namely empirical verification. Originality/value: A value of this paper is the fact that it shows the contemporary research directions for the Customer Relationship Management concept in the digital and smart world and combines these with the theoretical and practical frameworks as well.

Keywords

EN

hyper-personalization; CRM; smart organization

PL

hiperpersonalizacja; CRM; organizacja smart

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Problemy Zarządzania
• Year: 2022
• Volume: 20
• Issue: 3(97)
• Pages: 95-108

Dates

published

2022

Contributors

author

Anetta Pukas

• Wrocław University of Economics and Business, Poland

• https://orcid.org/0000000163182516

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Identifiers

DOI

10.7172/1644-9584.97.5

Biblioteka Nauki

16530143