Customer Relationship Management

The purpose of this paper is to understand more clearly how the management of customer relationship is carried out. Considering that the markets are changing dynamically and products are easily copied by competitors, companies are increasingly focusing on customer. Today, globally, all businesses, of all industries and sizes, from large multinational companies to small and private companies, are striving to establish good relationships with their customers, as well as create loyal customers. Customer-oriented management philosophy is increasingly being used by companies. The impact of customer relationship management on company performance is an issue that has received attention recently. Although the international literature on customer relationship management and relevant strategies is rich, the Albanian literature is very limited. It is particularly limited in terms of using customer relationship management as a tool to improve company performance. Therefore, this study investigates the impact of internal environmental factors on the management of customer relations and more specifically in maintaining company-customer relationship.