COMMUNICATION - A DETERMINANT ELEMENT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND CITIZEN RELATIONSHIP MANAGEMENT CIRM

Abstract

The development of technology and especially the new means of communication, forced the public institutions to reevaluate their communication flow, to reevaluate the internal and external communication especially with the citizens- in their quality of services beneficiary; communication with other institutions and how to provide the necessary information to the stakeholders. The public institutions must concentrate to improve the institution's image, to increase citizens’ confidence in the public institutions and the provided services by them, and the customer relationship management. The study’s purpose is to identify the citizens’ perception regarding the communication flow between the citizens and the public institutions as a valuable and indispensable management tool and also tries to answer the question: to what extent the communication can influence the CiRM success.

Keywords

• management
• public institutions
• communication