ORGANIZATIONAL CHANGE MANAGEMENT AT CRM IMPLEMENTATION

This research purpose is to generate a change management method within services organizations adequate to switch from classical marketing to Customer Relationship Management. The research was carried out within GTC, a medium size company specialized in selling accessories for textile production, holding a significant position in the market on which operates. The key contribution of this research refers to the CRM concept implementation within a services organization. The results are useful to the services organizations and make possible the increase of the added value in this field. The theoretical support and thoroughness, the methodology's appropriateness and clearness and moreover the attained results are compelling about the importance of CRM concepts implementation in the services organizations.