摘要：Due to fierce competition in the banking sector,where the competitive struggle to win larger market share and attract the largest possible number of customers is constantly being led,and taking into account poorly differentiated offer of banks,adequate customer relationship management is a fundamental tool for achieving better business results.In this context,the subject of the paper is the identification of the characteristics of the modern approach to customer relationship management and factors that influence its successful implementation,in order to achieve long-term and mutually beneficial relations between banks and banking products and services users.
其他摘要：Usled oštre konkurencije u bankarskom sektoru,gde se kontinuirano vodi konkurentsko nadmetanje za osvajanje većeg dela tržišta, odnosno privlačenje što većeg broja korisnika,a uzevši u obzir slabo diferenciranu ponudu banaka,adekvatno upravljanje odnosima sa korisnicima predstavlja osnovno sredstvo za postizanje boljih poslovnih rezultata.U tom kontekstu,predmet istraživanja u radu odnosi se na utvrđivanje karakteristika savremenog pristupa upravljanju odnosima s korisnicima i na faktore koji utiču na uspešnost ovog procesa,u svrhu ostvarenja dugoročnih i obostrano korisnih odnosa banaka i korisnika bankarskih proizvoda i usluga.
