Оцінювання економічної ефективності впровадження CRM-систем у діяльність торговельних підприємств
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Дата
2020
DOI
doi.org/10.32782/2304-0920/2-81-27
Науковий ступінь
Рівень дисертації
Шифр та назва спеціальності
Рада захисту
Установа захисту
Науковий керівник
Члени комітету
Видавець
ВД "Гельветика"
Анотація
У статті досліджено теоретико-методичні підходи до оцінки економічної ефективності впровадження CRM-систем у діяльність торговельних підприємств. Визначено сутність поняття ефективності інформаційної системи. Досліджено підходи до оцінки економічної ефективності впровадження CRM-систем. Для цього розглянуто найбільш поширену класифікацію методів, яка передбачає їх поділ на три групи: фінансового аналізу, якісного аналізу та імовірносно-статистичні. Наведено переваги та недоліки кожної групи методів. Зазначено, що кожна група методів має обмеження у використанні, тому пропонується її доповнити четвертою групою методів: комбінованими. Розглянуто рекомендовані науковцями методи оцінки економічної ефективності впровадження CRM-систем: ROI, TCO, NPV, визначено недоліки цих методів та запропоновано шляхи їх усунення.
An article deals with theoretical and methodical approaches to the economic efficiency assessment of CRM systems implementation into the trade enterprises activity. At the current stage of society development, information systems and technologies have been widely used in different spheres of human activity. In particular, the purpose of information systems and technologies implementing into trade is to improve the efficiency of a trading company management. This effect is achieved by CRM technologies implementation. That’s why it is necessary to correctly evaluate the economic efficiency of implementing CRM systems. The purpose of this article is to analyze of approaches to the economic efficiency assessment of implementing the CRM-system into trade enterprises activity, to improve the classification of methods and to select the most optimal methods of assessment. First, the definition of information system efficiency has been determined. According to the CRM system, it is an increasing the efficiency of marketing activity management. Then, approaches to the economic efficiency assessment of implementing the CRM-systems into trade enterprises activity have been investigated. According to the common classification, assessment methods can be divided into three groups: methods of financial analysis, methods of qualitative analysis, and probabilistic-statistical methods of analysis. The advantages and disadvantages of each group of methods are given. It is noted that each group of methods has limitations in use, so it is proposed to add a fourth group of methods, which are called combined. Finally, the methods of economic efficiency assessment for CRM systems implementation, which are recommended by foreign and Ukrainian scientists, are considered. They include methods, such as ROI, TCO, and NPV. The disadvantages of these methods are identified. The ROI estimate is not entirely reliable since the project implementation costs are not stopped after its formal completion. Methods of TCO and NPV evaluation don’t take risks into account. To remove the drawback of NPV method, the author has proposed to use the technique of simulation risk modeling of investment projects, developed by I. Lukashevich. Thus, the author has suggested using TCO and NPV indicators for economic efficiency assessment of CRM systems implementation into trade enterprises activity.
An article deals with theoretical and methodical approaches to the economic efficiency assessment of CRM systems implementation into the trade enterprises activity. At the current stage of society development, information systems and technologies have been widely used in different spheres of human activity. In particular, the purpose of information systems and technologies implementing into trade is to improve the efficiency of a trading company management. This effect is achieved by CRM technologies implementation. That’s why it is necessary to correctly evaluate the economic efficiency of implementing CRM systems. The purpose of this article is to analyze of approaches to the economic efficiency assessment of implementing the CRM-system into trade enterprises activity, to improve the classification of methods and to select the most optimal methods of assessment. First, the definition of information system efficiency has been determined. According to the CRM system, it is an increasing the efficiency of marketing activity management. Then, approaches to the economic efficiency assessment of implementing the CRM-systems into trade enterprises activity have been investigated. According to the common classification, assessment methods can be divided into three groups: methods of financial analysis, methods of qualitative analysis, and probabilistic-statistical methods of analysis. The advantages and disadvantages of each group of methods are given. It is noted that each group of methods has limitations in use, so it is proposed to add a fourth group of methods, which are called combined. Finally, the methods of economic efficiency assessment for CRM systems implementation, which are recommended by foreign and Ukrainian scientists, are considered. They include methods, such as ROI, TCO, and NPV. The disadvantages of these methods are identified. The ROI estimate is not entirely reliable since the project implementation costs are not stopped after its formal completion. Methods of TCO and NPV evaluation don’t take risks into account. To remove the drawback of NPV method, the author has proposed to use the technique of simulation risk modeling of investment projects, developed by I. Lukashevich. Thus, the author has suggested using TCO and NPV indicators for economic efficiency assessment of CRM systems implementation into trade enterprises activity.
Опис
Ключові слова
економічна ефективність, інформаційна система, CRM-система, торговельне підприємство, класифікація методів, economic efficiency, information system, CRM system, trade enterprise, classification of methods
Бібліографічний опис
Білоцерківський О. Б. Оцінювання економічної ефективності впровадження CRM-систем у діяльність торговельних підприємств / О. Б. Білоцерківський // Вісник Одеського національного університету. Сер. : Економіка = Odesa National University herald. Ser. : Economy. – 2020. – Т. 25, вип. 2 (81). – С. 167-172.