Quantitative and Qualitative Basis of Customer Relationship Management Concept Development in the Adriatic Ports

Abstract

Quantitative-qualitative analyses of the marketing aspects of operation of the ports of Bar, Ploče and Rijeka as extremely competitively positioned on the common target market are considered in this paper. Therefore, market investigations have been carried out and users’ preferences have been established, an overview of the conditions has been made on the basis of which the actual positions of ports have been determined and represented by perception maps, while on the basis of Markov model a forecast has been made for consumer commitment in the following three time intervals, each of them one year long. The numerical results gained, as well as comments in the marketing sense, should contribute to creating a base of knowledge about target users, so as to support the development of CRM (Customer Relationship Management) concept in the ports analysed.