Theoretical Foundations of the Formation of a Customer Relationship Management System Based on Customer Orientation

Abstract

The purpose of the study is to provide a theoretical generalization of contemporary scientific approaches to the formation of a customer relationship management system and to substantiate its essence as an integrated component of marketing management based on customer orientation. The relevance of the study is determined by the fragmentation of existing scientific approaches, the lack of a consistent interpretation of the essence and structure of the customer relationship management system, as well as the need to integrate a customer-oriented approach in the context of digital transformation of the economy and the increasing role of customer experience. Methods. The methodological basis of the study is formed by general scientific and special methods, in particular analysis and synthesis, induction and deduction, logical generalization, as well as systemic and comparative approaches. Their application made it possible to analyze modern foreign and domestic scientific publications, identify conceptual differences in the interpretation of the customer relationship management system, and carry out their systematization. Results. It has been established that existing approaches to defining the customer relationship management system are fragmented and mainly focused on individual aspects, namely technological, process-based, or marketing aspects, which does not ensure a holistic understanding of this category. The expediency of applying an integrated approach has been substantiated, which combines managerial, marketing, technological, and behavioral elements within a single systemic logic. An authorial generalization has been proposed, according to which the customer relationship management system is considered as an integrated system for the formation, development, and maintenance of long-term relationships based on the creation of customer value. Conclusions. It has been proven that a customer-oriented approach is a key condition for increasing the effectiveness of marketing management, forming long-term competitive advantages, and ensuring the sustainable development of enterprises. The obtained results can be used in the development of customer-oriented strategies for enterprise development, taking into account digital technologies and behavioral characteristics of consumers.