Том 3

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F 8 #8, " & & @ " " ?#&* >8 #" # 8 ,# !*@ "> &C @ $%# #@ 8$#/ « D» # « " &- 8», $# @=# $Š 8 " = 8 .

&* / " / "& $8 * ?C ##, >8 ""#/- " # # " > $ # [2].

< # C, & "* ?> "$8 # * % & $#& # "#!#- ##, % @= $C « & " * " / %# ».

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1.! .J. > > ? 8 C. .: Y# "> # " #" # , 2009.

2.> . < * &*% $ $* // # >/ ?@ . 2008.

91

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< "" ? % # & " >8 "$8 &* " # &@- ? C $ $# # . 8 # &* " & # $# # " # #@ / #% " > & / $ $# # — $& # $#?>- . > # # > "& C, #8 > # # > « /- # C » (? $# # ), > & @ @ "$#!# ? %- # .

'-$> , ? #8 " % *, > " @ " % C , " * # $& C # #%8 @ " . < A 8 " # * #8 ? % 8, ?> $## " C $# ?>& >C & $ $# # # $# 8& 8 & $?# & . " #% A C , $"" ? % # " # " $C %# #@ > $&C .

" ? " *@ ? % # & " $"" $C %#- # %$> "> * . % # $& C " $& * " $8 =*@ 8 , " * #""& @ " "$# > > % % $ 8 " 8 % $&C $ 8 # "> * . # " $ - & " " % # $C % $" =# $&C . < &-$C % % # # " #" #% A "$/ # #%8 # # $& C . ' A "$/ > %- 8 > & ? # > % #"#8 " # " % , $?# &*" / # !& ## $ / C$$ "> * # . . $& 8 % #@ $#- ? & " A!!# # % , A!!# # $# #% # $& # 8 % # $#?>. < "& $& # > &* > # > "> * ! 8# @ " > # > $# # .

= / " ? " *@ & " , $& > > $ # "$& # 8 "#& $" & @ " & % 8& # $?# & 8 & #" &@ # # ? = # Y D. ' "& % # # " * % > ! $ 8, $"" ? % # $ >8 $%# # 8 # " " & .

> $?# & 8# > & @ " " / & " $& # 8 / > # $ $# # % ## # $# # $&C . $& # 8 > , " @ *, & " " *@ - > " / ?@ $ $# # . #8 ? % 8, ? % # &- " " / & $& # #% > $% & / & $ $#- # , # > # $#?>&*. < A 8 & # &* C ?- % # ? #8 # > * C "$#!# $& / "! - &* " #.

92

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' A 8# " / 8# «!# ">» " ? # & $#8 *" " % # # 8 8 " # # (" # XVIII .), # #% % & / ?>& $" = "#" 8 #% ## "$" ? $ $& # C " " / % >.

" # . $ 8 " & # # # # % ## $ - C ?#% " # % # # !# " > > " C # " 8 !#- "# # &* " # $#/ 8# «!# ">» 8 " " 8 > / — / " ? &*E#/ # @ $& * 8 # >, " % > " # & # / !# " > " " "! " C ?#% " # $" " 8 " " @=# !# " > > , # " # # # " 8 [1].

" # " & # # % # # $# > !# " " # &*- " 8, #8 " /" > "& @=# $#% # [2]: >/ (" #8 " /) !# " > E #/; "$ &* >/ ($ - "$ &* >/) !# " > E #/; ! >/ -> E #/, > @=# C #@ !# ">; !# " > E # " C " % > " ! 8# # 8 , $# #8 @=# !- 8 !# " > " " ; !# " > E # , ? # ?Š # >8#, 8 8 C @ " C " " 8. < # #$> C #% ## !#- " $ $# #/ # $#/ " " % > " & 8# # % 8# # - &* " #. $# #$8 C #% ## !# " $#/ 8 - " # "& @=# [3]: " 8 C # % /" / &* " #; "- 8$8 " * # " 8 !# "# # ; & # #" # ! 8#- # ? > " " " ?" > # % 8 > ; # !# " > % .

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1.( * . ., 0 " . . $# > !# ">. D<?.: <# , 2004.

2.. . $# > !# ">: ? $" ?# . &8 >: - 8# , 2008.

3.! . . $# > !# "> # . < # , &C # 8>, $%- : ?. $" ?# . .: < "$, D, 2012.

93

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'"& # > / A 8# # A!! # " * $#% " /, # " # # / # !# " / &* " # > " !# " > % &* .

' /E#8 !# " >8 $% & 8, $& @=#8 "$" ? " * - C #% ## ? "$# * ? #8 & 8 &* C % # # $ - >E # " 8#, & " $#?>&* [1].

& / % / ! # # # &@? C $ $# # & " $ - & # $& # &* > !# " > % &* . # $ $# #8 " = " *, $& $#?>, # &* " * $ $#- # ? ? ""8>"& . ' # 8# $#?>&* " * $ $# # 8 $"& # *, #"$&*% $% ? &* " #. ? &* " * - #% A!! # " * $#% "-% /" / &* " # $ $# # # $% & " % * & " @ # !# " C " "- # $ $# # # #% * C $"$# > [2].

$#?>&* # ? &* " * ($8 # " ) * ? &*E #"& % > ! .

“ 8 ? &*E $ $# # % ? &* / $##, 8 ? &*E $& # $#?>, 8 & E C !# " " " # .

" $#?> " % !# " @ ? % & " 8 !# "# # , "- E# C "$#% " , E # $?& 8 " # &* C # 8 # &*- C $= # $" & .

"@ > ? #8 " * % $#?>, $& # # , $#" $/ $>E # ? &* " # # &$& / # $"- / ? *?> C $ $# # " A$ $#% " % $#?>&*.

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1.?$ . . Y# " >/ %. — 4- #% . $?. # $. .: %- «€C & " #/ », 2002.

2.> % 0. ., ? .. % !# " / " #. .: &

#" #", 2004.

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94

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< A 8 $" & " & " ? % >8 $%# *, #8 ?- % 8 " " # $ $# #-# " 8 $ * A!! #- " * % ## # " # # C $. ? #8 $ *, - # $% , #% @=# " " # !# 8>, & > ?> * ?- > " # # , $& @=# A!! # " * % ## # " # # C $; #%8 # # $8 &* " # $ $# #-# " " " $>E ## A!! # " # " = "- & 8 C >8 $ $# # 8 # " # # C $ # #8 ? % 8.

& A C $# DD<, C ""8 # @ " > " " & @=# &* " # C $ $# # :[1] !# ">; >; ?#% "- $"">; $" & ( ? # # * >/ " ). " # # & / 8 # " " & @=# % #@ ?= / " C# " / $ $# #-# " .

Y# ">: " # # 8> $#?> #"$&*% 8>/ $# & >E " / $ ", ? "$# 8$ " $ >E > > , # $# " #;

>: $# #8# 8$##, & E # " E # > # " # "& C, $& # $# # C $" =# ;

€#% "-$"">: % ?& C 8 # $? " # , ?>" & # # $$C ? "$# , & E # $& # $8#.

< " & ( ? # # * >/ " ): 8 # # , $>E # - !# ## $" & . ' DD< $% % #8 " % >, # # % #8 /- " # # % #8 # C C ? % @ "# C # " #/ A!! . < & C 8>/ $ " "#" 8> "? & "# > $% & / "$" ? " * A!! # >8 # " 8 8 $& # &* " *@ $ $# #-# " & " # # #8 $" & / " C# " / . < ?Š # # " C# " @ &* "- > $% & /, $% & $& # * $& @ # &* " # $ $# #-# " .

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1.! ., >. D? & "# "#" 8 $% & /. " C##

/" #@. .: $-€#% ", 2006.

95

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8# " #8 " ?Š 8 " $" >8 & C# " #8 $"" 8 $#% " $##, >$& # ? , % # "& C # #8 @=#8 % # &* " % /" > $#/ 8 " $#- 8 # $= / ! 8> ? C & " C . D C& " $. 3. " . 4 Y &* C % « ? C & " 8 » 21.11.1996 ƒ 129-YF, C #% ##, $E E# $= @ "#" 8 & C ?& # , " ? @ " ? % " # # ? C & " C [1]. ' #- ! 8 ## ƒ <F-3/2010 « ? $= / "#" 8 ? C & " C # ? C & " / " # & " ?Š 8 & C $ $# #8 &*" » % , % #"#8 $#8 8 C & C C #8 C #% ## ? % > " # $& >/ ? C & " #/ . 8> % &*" ? ?= " " C # / " " *@ # ? # > ?=- " ? %> @ # " # ? C & " #/ # " " & * ? C & " @ " * $& 8 ?Š 8 . # > $# # % &* / ? % $ $& @ ? #8 " * # ? C & " C $&- 8 ?Š 8 .

D 2013 C "$# "#& Y &* >/ % 6 ? 2011 C. ƒ 402-YF, " C& " 8 $"& ?& # " & &* E* & #- # # &* > $ $# #8 & /, > "* $= / "#- " 8 , # "& @= 8 C 8 C " # ? , $" &* !# "# @ " # > # " > "$# &* / #C . $ $#"*8 # !# ""## 8 C " 2012 C. ƒ 03-11-11/233 [2].

D "$& # 8 "#& YF ƒ 402-YF, C #% # 8, =#8 # $" & @=#8 !# " @ " * $= 8 # # =#8 ? C & " #/ , # > @=#8 >, E# *,"-# # * # ? C & " C $ $# ##.

D& " * " " # 8, #-? 8 # > 8 #/

# !# # &* > %Š " #/ A " .

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2.. . ' # ? 8$# 8# $= // D 8# & ? C &. 2012. ƒ10.

96

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#8 #% ? #/ " $! ""# &* / A # # # 22.03.2012, ? C D 8 $ # " / &* " # & " $" $# % #/ # > , ? "$# @= 8 $" & # 8 # # " / C #% ##, / - ? , !# # > $! ""# &* > "& C, " > - /E# " # # $# # # % &*" .

Y &* > $#& (" >) # " / &* " # ƒ7 « &* " >$& # % #/ $ # » $Š & @ - > ? # " ? > # $# $## #8 #- " # $. ' 8 # #"$&*% " >? >/ 8 $#, ?Š 8 $8 / # ! 8 ## C #% # * , $ ? #8 " = " # * " > " # # $# C #- > " " $& > ? > # [1].

#8 ? % 8, % # $# $## #"-# #- C # — $& # * % 8 @ " * 8, !#- " / " # #8 " # # " = " > #" #/, # >- % > ? " " >8# /" # 8#, # >% > E#? 8#.

#"-# # >/ $ $"8 # , " & # > & > " #C * $#8 # &* " # C #% ##, % 8 # * #" # " = " C #" # " #. '>$& # / %- # &@ " ? " &* " > A$: #" " = "- > #" #/ !# " / " # # % ? >$& # #- " # $ & 8# #8#% ## #" #" #/.

# " #/ #" $#% #@ #" " = " C #"- # " # # #" ? # . #" ? # $%> A!! # " * ? > # # 8 # , 8 # # " #/ #" . < # A 8 " = " @ C # # , @=# %8 " * ?- # # 8 " = " > #" #/, " %# " 8 # 8 $& # * ?" &@ @ " *.

D # # #" ? # %8 &* $8 " E- " # # " # $, $" C & # 8 # # C " >$& # # " # % #/, $>E # $! ""# %8 # .

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1. ' ! < # &*" Y 23.09.2002 ƒ 696 ( . 22.12.2011) « ? ## ! &* > $#& (" ) # " / &* " #».

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-& C## " C % # @ " " &* ?>" >8# 8- $8#, " 8 >/ & 8 $" # * " @ #% * ? % # . #8 #% a # & C# " # E " & " #-? # C — $" & # ? " # "& C " #"$&*% # 8 # & #" # C ?"& # # .

'# &* ?= # " ? 8 " = 8 " # " #- 8# >8 $& # 8 $" & # !# " > "& C ""##. D C-#-? # C "$ # $ $# # 8 D8 & " / ?& " #. - # ? #, D? ? ""##, '€ 24, < 8" %*? , &"#?, D8- & " #/ ? , • # " 8 # C# C > $" # * @ "& C .

#? & # $#C $ # #-? # C D8 &- " € «D8 & " #/ €». % ? & "$# &* @ $C 88 D€PayWell , $% & A!! # # 8! " # * " ? 8 $8 ? 8 8 " &@? 8 [1]. A 8# 8- # $8 C E# * 8 " $?& 8 — $" &* >/ 8$*@ " "$8 # # % " &* 8# #8 $& @ #- ! 8 #@ ? $# " " #8 " 8. = $#8 = " — - . 8#""# % @ "& C ? # " " 8 % E & 8 " " E * # % & # # $ & ! . 8 C ,"$# &* / $C # & C , ?> $& * " #8 " 8" , $ $&@ # "& C ? " ?> > # % #/, & $&@ # ? #8 E* # ? " C " ? , C # A& C #! C " #!# .

, "8 " $& # &* > 8 8 > A / "#" 8>, 8- C# ? # " & "* " $?& 8 8# # "& 8 E # " / "! . < 8#8 A C "#" 8> #-? # C $ = "& ?> ( ? > " %# # ##, " % #" # "#" 8>, # &&- &* "& ? " * "$# " @=# % A!! # " * ? > / ?& " #).

' " %# " A #8 8 " & * > , "#" 8 #-? # C ? % # &* > ? . " C C %> @ #8 #% $& % /E# #% ? #/, $% & ? 8 8# #8#%# * " # " >, # 8 A 8# * 8 .

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1. ()C . D€PayWell — -? # C [ & >/ " "] // http://www.sbbg.ru

98

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" # # >/ ?#% " — #% " " & @=# # " ## C "$##8- " . > C " # # > "& C, $ " C , # # ? " 8#, * " #" $8 @ $& > $#8- = " ?Š > . "& # " / > / ## "! C " # # > "& C ? $" C " E " # 8 #%8$& # ?#% " 8 [1].

' " C 8 #%8 >"$@ "#" 8> 8 #% ##, >$&- @=# #% C& > ! #/ C #% ## >" & "" C " #" C " # # > 8$& " . # , ? #8 $C 88 ? "$# C $& # , /, $ 8 #@ , & " Fidelio — A -# #8 @= & C > "#" 8 $& # & 8.

D#" 8 Fidelio % ? 8 / !# 8 / Fidelio # & " "- " / " *@ C& ? &* > 8$*@ > "#" 8 ? # # Amadeus, Sabre, Galileo, Worldspan [2]. '" C " # # >, $" & > Fidelio, 8 # " # % C @ " A # C& ? &* > 8$*@ > "#- " 8> ? # # . D#" 8 Fidelio " " # #% "& @=# " > 8 & /: ? # # , $* , ""# , ? C & .

Fidelio — A ? % > $ $& # 8 / #% " 8> >

# C#? # 8# "#" 8 $& # ? % 8# > (D€) Oracle.

"#" 8 Fidelio $" & %8 " * " " & #

# $C % , > ? #8> & &* /E C $& # # - &* " # C " # # >. " 8 , $#&* " " & >/ $C % — % & C $#&* C # # # ? > " "& ? C " # # > [3].

#8 ? % 8, "#" 8 Fidelio $% " = " & * A!! #$& # C " # # >8 ?Š 8, " = " & * $C %# # " > $> =# $# $# $& / !# # &* " # #"$&*% 8 / # ! 8 ##.

Fidelio — A E C ? = > 8 #%# > "#" 8$& # .

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1.!# .'., .. $& # $" & 8 "& # > / A 8# #. .: & , 2002.

2.. . 8 #% # C " # # : >? "#" 8>. D * . D<?., 2007.

3.F.'. -#!8 # . " &* A!! # > 8 #%# > # ! 8 # > "#" 8> $& # // D * . # ? C, -< , 2005.

99

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F # & &* " # & " &* / " %# " "- 8 >8# # 8# $" % ## # "& C. % 8 " # % 8 CRM (Customer Relationship Management). -! # & ? &*E# " CRM-"#" 8 $"8 # %8- " # # "$# & &* " # . ' / ? ?>& "$#-8 &*, $% & @=#/ " # * 8 >/ " .

'" ! # # # 8 & ?>& $& 8 # NPS (Net Promoter Score), $& 2003 C Y. / &* 8, # " = "$" : «D / $ $# &* " *@, $ 10 ? &&* / E & , > $ - 8 "?». < # C 8 $" "$> & " # C$$>: «$8 >» ( >, E# # «9—10», & &* > 8$##, C- > 8 * ); « / &>» ($""# > >, E# # «7—8», & 8 & > 8$# /, ?& @ " 8& # 8 8 * ); « # # #» ( E# # «1—6», & > 8$# /, ? 8 *). " NPS "" # > " % # 8 $>8 " E # 8 «$8 » # « # # ».

8# ?>& $ #% # ! #/, >$& # - > $ $& C " 8 & $# @= 8 "$# & &*- " # $ 8 # NPS, # "$# " C 8 & & # / C #% ##.

'" " > > C 8 & &@ > $8 > &- / # ## ( % " , " # &* $& # , # #" # # .) # >? # & #""& # . '> >8# & "$# C 8 & & @ " > $ & &* " # : $" " # " NPS # " E # C$$ . < & # &* >/ # " NPS C # 8,8$## " * $# & # " / ? %> % " / &* & &* " # (« $# # »), # &* >/ # " —

8, C $# & .

&* ?>& "$# & Sugar CRM, "#" 8> " > >8 - 8, % / " $8 =*@ %> PHP. €> #"$&*% > %8- " # / "#" 8> $ ? ? > , $C >? # & #""& # $ >? >8 $8 8, ?>& $ #- C # " 8 & 8 % # # & >$& # % #/, " 8- & 8 $ " %# " 8#.

% ? >/ 8 &* 8 ?> * CRM-"#" 8 &@? / - C #% ##, & ? > / & &* " * & " #8 #% &@ > ! "$.

100