The Usage of CRM-Systems in the Activities of Franchising Retail Trade Networks

Abstract

The article considers the main aspects of the CRM-systems usage in the management of relationships in franchise retail trade networks (FRTN). The essence of concepts of «CRM-strategy» and «CRM-system» has been disclosed, their differences have been defined. The basic directions of implementing the CRM-strategy of management of interaction of franchisor and franchisees, and also components of information support of CRM-systems have been defined. A methodology of introduction of CRM-strategy in activity of FRTN has been suggested; a model of management of FRTN on the basis of CRM-system has been developed; the main advantages and disadvantages of the CRM-systems usage in the activities of FRTN have been defined. The scientific and practical benefit of the suggested management model provides franchisor to carefully analyze all business processes, make managerial decisions in order to improve cooperation and support of franchisees, increase sales volumes, increase profitability, maintain franchisee loyalty, and create competitive advantages for the entire franchise network.

Keywords

• relationships management
• CRM-strategy
• CRM-system
• franchise retail trade network
• management model