The Model of Creation of Customer Relationship Management (CRM) System

The article analyses client relation managementsystem by disclosing the role and place of relationmarketing in formation of CRM theoretical foundations. Itreveals the support of customers’ (organisations orindividual persons) and supplier’s (industrial organisationsor service organisations) relationship based on trust,cooperation, power distribution, communication, commitment,dependence and other features as well as the developmentof customers’ loyalty.The application of relationship marketing theory(model) in the narrower CRM conception is simplyinevitable because customer relationship managementcannot be only the illustration of the relationship, it ismore important to perceive relationship management anddevelopment.