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Сustomer relationship management system as a factor of increasing the competitiveness of companies

Author: Goremîchina Olga
Degree:doctor of economics
Speciality: 08.00.05 - Economy and Management (in branch)
Scientific adviser: Natalia Burlacu
doctor habilitat, professor, Free International University of Moldova
Institution: Free International University of Moldova


The thesis was presented on the 19 March, 2021
Approved by NCAA on the 27 April, 2021


Adobe PDF document1.29 Mb / in romanian


CZU 334(043.3)

Adobe PDF document 9.30 Mb / in romanian
202 pages


management, marketing, customer relationship management, CRM system, CRM software, competitiveness, service sector, information technology


Thesis structure: introduction, three chapters, general conclusions and recommendations, bibliography of 199 titles, 23 attachments, 128 pages of basic text, 39 figures, 10 tables. The obtained results were published in 9 scientific papers.

The research area: Economics and management in the field of activity. Purpose of the study: the development of a holistic scientifically based concept of using CRM systems and methodological recommendations for the implementation of Customer Relationship Management in the service sector companies in order to increase their competitiveness.

Objectives of the study: to analyze the concepts of competitiveness, Customer Relationship Management, types of CRM systems and their impact on competitiveness; to identify the main trends in the development of CRM systems based on a study of global and Moldovan CRM markets; to develop the optimal structure and methodology for implementing CRM systems.

The scientific novelty and originality of the research: consists in the development of scientific and methodological provisions and recommendations aimed at applying innovative CRM systems in service sector companies in order to increase their competitiveness, namely: in identifying the main trends in their development, in elaborating the optimal composition and original mechanism for step-by-step implementation of CRM systems. The conditions necessary for the successful implementation of the CRM system in the company are substantiated.

The research methodology: includes the use of general scientific methods, theoretical and empirical methods, statistical data processing methods, expert assessment methods, and the method of economic diagnostics.

The obtained results for resolving an important scientific problem: consist in the formation of a scientific and methodological basis for using CRM systems, in developing the optimal structure of a CRM system oriented towards services sector companies and the methodology for its implementation, which leads to an increase in sales, profits and company productivity, expansion of loyal customer base, thereby ensuring a higher competitiveness of companies in the context of the priorities established in the Republic of Moldova.

The theoretical significance of the work: lies in the development of an integrated approach to the consideration of the company's orientation to the customer in various forms of management/marketing. The research identifies the main trends in the development of CRM systems and suggests the optimal structure of the CRM system, focused on the service sector companies, and the methodology for its implementation.

The applicative value of the work: is determined by the ability of companies of the Republic of Moldova to use the findings and recommendations of the thesis to optimize business processes, increase productivity and sales, expand the loyal customer base and, ultimately, increase their competitiveness by implementing CRM systems.

Implementation of the scientific results: the main provisions of the research were reported at three international conferences and found practical application in the activities of 6 Moldovan companies.