Economic aspects of the introduction of CRM systems in the activities of sanatorium-resort organizations
Abstract
In the context of rapid digital technology development and intensified competition in the health resort services market, studying the economic aspects of CRM system implementation becomes particularly relevant. Traditional customer relationship management methods often prove insufficient for ensuring consistent growth in financial performance and cost optimization, posing a challenge for modern health resort organizations. The purpose of the study is to evaluate the economic aspects of implementing CRM systems in the activities of sanatorium–resort organizations by identifying key ways to optimize the costs of their acquisition, configuration and operation in order to improve the efficiency of customer base management and increase competitiveness. The findings indicate that integrating CRM systems significantly reduces operating expenses, improves service quality, and increases repeat customer business. The key conclusions highlight the substantial potential of CRM technologies as a tool for digital transformation, optimizing business processes and enhancing financial outcomes in health resort organizations.
About the Authors
T. E. Gvarliani
Sochi State University
Russian Federation
Russian Federation
Tatiana E. Gvarliani – Doctor of Economics, Professor, Professor of the Department of Innovative Technologies in Economics and Management
Sochi
A. O. Altunyan
Sochi State University
Russian Federation
Russian Federation
Artur O. Altunyan – postgraduate student of the Department of Innovative Technologies in Economics and Management
Sochi
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Review
For citations:
Gvarliani T.E., Altunyan A.O. Economic aspects of the introduction of CRM systems in the activities of sanatorium-resort organizations. Vestnik of Samara State University of Economics. 2025;(6):41-54. (In Russ.)
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