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Nilsson, Christine, und Leman Ali. „Blockchain as a Resource in Digital Marketing“. Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20903.
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Denna studie syftar till att undersöka hur blockchain, den distribuerade ledger-tekniken, kan påverka arbetssättet för digital marknadsföring. Vårt mål är att besvara hur arbetet i digital marknadsföring ser ut idag och vilka egenskaper blockchain har som kan ändra förutsättningarna för arbetssättet inom digital marknadsföring. Genom intervjuer med tio digitala byråer har vi skapat förståelse för deras arbete och deras roll i relation till kunder och konsumenter. Resultatet från intervjuer och litteratur har visat på att de digitala byråernas arbetssätt kan förändras med blockchain genom förändrade kundrelationer och genom ett förändrat förhållande till konsumenterna. Den mest troliga adoptionen av blockchain innefattar adoption av vissa egenskaper från teknologin som kan effektivisera eller automatisera arbetet, samt ändra förutsättningarna för arbetet inom digital marknadsföring. Den stora utmaningen för adoptionen är arbetet med att flytta över tillgångar till nätverket och integrera alla användare, som både tar tid och omfattar stora kostnader. Distributionen och krypteringen av information i en blockchain skapar möjligheter för transparens, säkerhet och integritet, men ingen kan säkert veta om blockchain kommer att bli lönsamt.This study aims to investigate how blockchain, the distributed ledger-technology, can affect the way that digital marketing operates. Our goal is to understand how the work-process in digital marketing functions today, and what characteristics blockchain has that can change the prerequisites for the digital marketing process. Through interviews with ten digital agencies, we have created an understanding of their work and their relationships with customers and consumers. The results from the interviews and literature have shown that the work of digital agencies can change the relationship with customers and consumers through blockchain. The most likely adoption of blockchain includes adoption of certain features from the technology that can streamline or automatize work, as well as change the conditions for the work in digital marketing. The major challenge for the adoption is the overall effort to move over assets to the blockchain network and integrate all users, which both takes time and includes huge costs. The distribution and encryption of information in a blockchain creates opportunities for transparency, security and integrity, but nobody knows for certain if blockchain will be profitable.
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Ekelund, Michaela. „Dagens färgstärka apotek - En kvalitativ studie om hur Apoteket AB arbetar med visuell och digital kommunikation“. Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20701.
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År 2009 upphörde apoteksmonpolet i Sverige och Apoteket AB blev därmed mer konkurrensutsatt än någonsin. Det resulterade även i att deras behov av att särskilja sig från de nystartade kedjorna och butikerna ökade rejält och därför fick företagets varumärke, kommunikationsstrategier och val av kommunikationskanaler mycket stor betydelse. Syftet med denna studie har varit att undersöka hur Apoteket AB arbetar med visuell och digital kommunikation i butik och på webben för att stärka kundens uppfattning om företaget och varumärket. Studien ämnar även att undersöka hur Apoteket AB’s konsumenter upplever och påverkas av deras kommunikation samt om det finns mönster och möjliga strategier mellan val av mediekanaler och framgångsfaktorer hos Apoteket AB.För att besvara frågeställningarna genomfördes en kvalitativ studie som bestod av intervjuer med utvalda personer inom Apoteket AB som har god kunskap inom områdena visuell och digital kommunikation både i butik och på webben. För att få in ett konsumentperspektiv i studien genomfördes även en fokusgrupp med fem utvalda kunder som regelbundet handlar på Apoteket AB. Det empiriska materialet diskuterades och analyserades sedan tillsammans med den litteraturstudie som gjordes för att följa upp syftet och ge svar på studiens problemformulering.Studiens resultat visade att Apoteket AB arbetar mycket med differentierad marknadsföring utifrån utvalda kundsegment, vilket har visat sig vara en mycket framgångsrik strategi. Ytterligare en viktig del i deras kommunikationsstrategi har varit att vara synliga och tillgängliga på de flesta plattformar där deras kunder befinner sig. Eftersom Apoteket AB’s kundkrets sträcker sig över många generationer har de därför valt att både använda sig av traditionella och digitala medier. Denna mediemix fungerar för Apoteket AB då kommunikationen når ut till de utvalda kundsegmenten och utifrån det empiriska resultatet framkom det även att respondenterna upplever kommunikationen som intressant, trovärdig och transparent. Men det som framförallt har fått respondenterna att känna igen Apoteket AB’s varumärke och dess produkter har varit enhetligheten i deras kommunikation. Apoteket AB har en tydlig grafisk identitet med utvalda typsnitt, färger och former som genomsyrar all deras kommunikation och allt deras marknadsmaterial. Detta har visat sig vara den största anledningen till att konsumentupplevelsen har stärkts både i butik och på webben.The Swedish pharmacy market was deregulated in 2009 after a state-run monopoly of 40 years. This meant that Apoteket AB had to adapt both its business and market share to the new pharmacy market. The market competition increased Apoteket AB’s need to differentiate themselves from the other chains and pharmacies and therefore the company's brand, communications strategies and choice of communication channels became very important.The purpose of this study has been to examine how Apoteket AB works with visual and digital communication both in stores and on the Web to enhance the customer's perception of the company, the brand and the store. The study also intends to explore how Apoteket AB’s consumers perceive and are affected by their communication, and if there are patterns and possible strategies between the choice of media channels and success factors of Apoteket AB.To answer these questions a qualitative study was conducted, consisting of interviews with selected individuals within Apoteket AB who have good knowledge in the areas of visual and digital communication both in stores and online. A focusgroup was conducted to get the consumer perspective in to the study. It consisted of five selected customers who regularly purchased at Apoteket AB. The empirical material was later discussed and analyzed together with the literature study that had been performed to answer the purpose of the study.The results showed that Apoteket AB works extensively with differentiated marketing, based on selected customer segments. This has proven to be a very successful strategy. Another important part of their communication strategy has been to be visible and accessible on most platforms where their customers are present. Since Apoteket AB’s customer base spans many generations, they have chosen to use both traditional and digital media. This media mix works well for Apoteket AB because their communication reaches out to the selected customer segments. The empirical results also revealed that the consumer perceive Apoteket AB’s communication as interesting, credible and transparent. The most important reason that the respondents recognize the Apoteket AB brand and its products is the consistency in their communications. Apoteket AB has a distinct visual identity with selected fonts, colors and shapes that permeates all their communication and their marketing materials. This has proven to be the major reason that the consumer experience has been strengthened, both in stores and on the web.
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Finnhult, Emma, und Emelie Fernholm. „Storbankernas digitala kundrelationer : - en kvalitativ studie om digitaliseringens påverkan på kundrelationer inom banksektorn“. Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44683.
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Title: The major banks digital customer relationships - a qualitative study of the impact of digitalization on customer relationships in the banking sector. Author: Emelie Fernholm and Emma Finnhult. Keywords: Swedish banks, digitalization in the banking sector, digital customer relationships. Aim: The aim of this study is to describe how banking clerks experience the impact of digitalization on customer relationships. Furthermore, the study aims to investigate whether the older generation has been affected harder by increased digitalization in the banking sector comparison with the younger generation and whether video chats is a successful complement to other digital channels to include more senses in customer conversation. Theoretical reference frame: The theoretical frame of reference consists of the subject areas digitalization, digitalization in the banking sector, generations, customer relationships, customer loyalty and asymmetric information flows. The theory further presents several models. These models describe the impact of digitalization on the business, various relationship programs to create a good relationship with the customer and an alternative database for evaluating customer relationships. The theory chapter ends with an “understanding model” that connects the entire theoretical frame of reference. Method: This study is based on a qualitative research method. Eight bank clerks have been interviewed from Sweden's major banks in a small municipality, a medium-sized municipality and a large municipality. The answers have been analyzed with the help of an intra- and interval analysis. Conclusion: The theoretical frame of reference and the empirical material have finally resulted in four conclusions. The study shows that bank clerks customer relationships have been affected more positive than negative as a result of increased digitalization, that long-term customer relations have not become less important in Sweden's major banks as a result of increased digitalization, the problem that the older generation is affected by digitalization is explained much worse in the theoretical frame of reference compared to what bank clerks believe and video chats is a good complement to other digital channels to include more senses in the customer conversation.
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Lange, Sara, und Charlotta Hägerström. „Involvera mera!“ Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16830.
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På dagens hårt konkurrensutsatt marknad är inte bara priset en viktig konkurrenskraft, även relationen mellan kund och leverantör kan spela en avgörande roll för om det blir en affär eller inte. Möjligheten att låta kunden vara delaktig i produktutvecklingsprocessen är även ett sätt att stärka kundrelationerna. Uppsatsens syfte har därför varit att undersöka kundrelationerna både från leverantörens och kundens perspektiv. Avsikten med uppsatsen var även att undersöka hur kundrelationer och kundinvolverad produktutveckling kan användas för att skapa konkurrensfördelar inom Business-to-Business. Almedahls var även intresserade av att närmare undersöka möjligheterna för digitaltryck, vilket är en ny tryckprocess för företaget.Vi gjorde därför en fallstudie på Almedahls, ett tillverkande företag inom textilbranschen. Eftersom vi var intresserade av kundrelationer gjorde vi intervjuer med kunder samt anställda på Almedahls. Genom intervjuerna fick vi även svar på kundernas delaktighet i produktutvecklingen. Vi har även gjort en grundlig litteraturgenomgång för att finna tillämpbara teorier till fallstudien.Efter avslutad studie kan starka slutsatser dras att välutvecklade kundrelationer ger flera konkurrensfördelar. Dels ökar kundlojaliteten, kunden gör hellre affärer med någon de känner väl än en främmande leverantör, dels har företaget möjlighet att konkurrera med andra faktorer än lägsta pris. Kundinvolverad produktveckling ger även flera fördelar, risken att producera oattraktiva produkter minskar när kunden redan på ett tidigt stadium får utrycka sina åsikter och önskemål om produkten. Möjligheten till kundinvolvering uppfattas även positivt av kunderna, som ser företaget som mer kundorienterat. Att involvera kunder i produktutvecklingsprocessen är något som stärker relationen ytterligare.In today’s highly competitive market the price is not the only important competitive advantage, the relationship between the customer and the supplier can be a crucial factor for the customer to decide whether or not to buy from the supplier. The possibility to involve the customer in the product development process is another way for the supplier to strengthen the relationship with the customer. The purpose of the thesis has therefore been to investigate the customer relationship, both from the supplier’s and the customer’s perspective. The purpose was also to investigate how customer relationships and customer involved product development can strengthen a company’s competitiveness in Business-to-Business. Almedahls is also interested in further investigating the possibilities for digital textile printing, which is a new printing process for the company.We therefore made a case study on Almedahls, a manufacturer in the textile industry. Since we also were interested in the customer relationships we made interviews with customers and employees at Almedahls. Through the interviews we also received answers about the customers’ involvement in the product development. We have also made a thoroughly literature review to find applicable theories to the case study.After the study was done strong conclusions could be made about that strong customer relationships gives a company several competitive advantages. The loyalty of the customer base increases, customers are more willing of doing business with a company that they are familiar with rather than with unknown suppliers, it also gives the company other factors than price to compete with. Customer involved product development gives a firm plenty of advantages, the risk of producing unattractive goods decreases when the customers get the possibility to be involved in an early stage of the product development. When being involved in an early stage the customers have an opportunity to share their thoughts and wishes about the final product. The possibility for customer involvement is something that is appreciated by the customers, who perceive the company as more customer oriented. To involve the customers in the product development process will also help strengthen the relationship with the customer.Program: Textilekonomutbildningen
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Brandt, Juliana. „Förändringsarbete av informationsflöden i en interorganisatorisk samverkan“. Thesis, Linköpings universitet, Projekt, innovationer och entreprenörskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158712.
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In recent years, the train's punctuality, Sweden's ranking in the European Railway Performance Index and the train industry's customer satisfaction have decreased. The largest and most influential players in the train industry are Trafikverket and SJ AB, which are two state-owned organizations. The low customer satisfaction in the train industry is based on SJ AB’s failure to deliver the latest traffic information in case of delay. Since Trafikverket manages the majority of the railway network and SJ AB is Sweden's largest train operator, there is a high degree of mutual dependence between them in order for each organization to be able to conduct its business. At present, there is a clear division of responsibility between these actors regarding how and where the traffic information is distributed. Where the Trafikverket is responsible for conveying all information on its website and on the signs while SJ AB is responsible for conveying information on its website and in its application, as well as via textmessage and mail communication. The processes for communication between the actors regarding delays, track changes and other changes in the journey are done manually with digital tools as support. Today, several uncertainties are experienced in these processes, based on the fact that traffic control at SJ AB currently does not receive any confirmation from Trafikverket if any changes have been made. Due to these factors, this study will investigate the flow of information between SJ traffic control and the Trafikverket’s train services. Therefore, the purpose of this thesis was to identify existing communications, more specifically information flows of traffic data, between the organizations and their passengers, along with identifying possible improvements in the information flows through digitization. The thesis also explores the change opportunities for a department with many manual processes. The study was conducted with a multi-method structure consisting of a literature study, observation study, questionnaire study, interview study and benchmarking. During the observation, questionnaire and interview study, the focus was on employees at SJ traffic control and other relevant departments at SJ AB and the benchmarking was conducted through external interviews. This led to the identification of the main reasons of mismanagement of traffic information and best practices. This was later analyzed with the help of collected theory, which then led to discussion, conclusion and recommendations to SJ AB. It’s obvious that traffic information has low status within SJ AB as well as the interorganizational alliance. This has hampered the development of internal processes related to managing traffic information and therefore the processes lack standardized procedures and structured routines. The main reasons of mismanagement of traffic information depend on the human factor and specific individuals. This is based on the fact that it was clear that both traffic controls perceived the received traffic information difficult to interpret and unstructured, this depending on who sent the information. This due to the fact that the individuals use varying expressions and internal technical language. To be able to improve and in the future automate the information flows between the actors a standardized working procedure with associated technical language is required in the industry. To establish a technical language, the status of the traffic information must be increased within the organizations and a dictionary for which expressions should be used, where all used expressions are listed and defined. Additionally, a clearer goal of the alliance is required.
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Teker, Sinem, und Nicole Demir. „Kundrelationer inom banksektorn : En studie om hur banker arbetar med att upprätthålla goda kundrelationer med hänsyn till den teknologiska utvecklingen“. Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30540.
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The banking sector has undergone major changes as a result of the technological development. The emergence of digital services in the banking sector has led to that the customers are able to manage their errands on their own. As a natural consequence, the physical contact between the bank and customer has reduced. The purpose of the study is to improve the understanding of what aspects that are important for banks to work with in order to maintain good customer relationship considering the technological developments. A qualitative method was used in the study through personal interviews with office managers from three of Sweden's major banks. Analysis of the collected empirical data showed that the banks believe that it is important to make sure that the customers get the right help at the right time. Customers should also feel that it is easy and comfortable to use digital services when they handle their errands. The bank must also work to improve digital services to provide improved service to customers. Focusing on customer satisfaction is also important since customer satisfaction in the long term can lead to profitability for the bank. Building long-term relationships by focusing on existing relationships lead to lower costs for the company, which also leads to profitability. Trust is an important part of the customer relationship and affects customers’ willingness to remain in the bank. It is important that the bank is honest to the customers and does not act on the basis of self-interest.Banksektorn har genomgått stora förändringar som en följd av den teknologiska utvecklingen. Framväxten av digitala tjänster har inom banksektorn lett till att kunderna kan sköta sina ärenden på egen hand. Som en naturlig följd har den fysiska kontakten mellan bank och kund reducerats. Syftet med studien är att öka förståelsen kring vilka aspekter som är betydelsefulla för bankerna att arbeta med för att upprätthålla en god kundrelation med hänsyn till den teknologiska utvecklingen inom banksektorn. En kvalitativ metod tillämpades i studien genom personliga intervjuer som genomfördes med kontorschefer från tre av Sveriges storbanker. Analys av insamlad empiri visar att bankerna anser att det är viktigt att kunderna får rätt hjälp vid rätt tidpunkt. Kunderna ska känna att det är enkelt och bekvämt att använda sig av digitala tjänster när de ska hantera sina ärenden. Banken måste arbeta med att förbättra de digitala tjänsterna för att ge förbättrad service till kunderna. Fokus på kundnöjdhet är viktigt då nöjda kunder på lång sikt kan leda till lönsamhet för banken. Att skapa långsiktiga relationer genom att fokusera på befintliga relationer bidrar till lägre kostnader för företaget som i sin tur leder till lönsamhet. Förtroendet utgör en viktig del för kundrelationen och påverkar kundernas vilja till att stanna kvar i banken. Det viktigt att banken är ärlig mot sina kunder och inte agerar utifrån egenintresse.
Denna uppsats är godkänd av exminator och ska publiceras, tack.
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Dimitrova, Polina, und Isa Sin. „Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships“. Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.
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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.
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Saqib, Muhammad. „Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel“. Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.
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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.
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Portes, Audrey. „La transparence numérique : rôle du client et conséquences sur la relation à la marque“. Thesis, Montpellier, 2018. http://www.theses.fr/2018MONTD002/document.
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La révolution numérique se fait dans un climat de défiance latente des clients et des citoyens envers les pratiques digitales (collecte et exploitation de données, etc.). Nombre de responsables appellent de leurs vœux à davantage de transparence afin de sortir de la crise de confiance actuelle. Mais ce principe de transparence serait-il suffisant pour restaurer la confiance dans l’environnement digital ? La question de la transparence se pose aujourd’hui de manière prégnante en raison des risques de dérive et de manipulation des clients, mais elle se pose aussi de manière différente, tant les modes d’échange et de communication sont maintenant multiformes, multidirectionnels et instantanés. Cette recherche explique le rôle de la transparence perçue des pratiques digitales dans l’appréhension de la relation client. Une étude qualitative exploratoire sur deux échantillons (16 clients et 12 managers) a permis de valider la multi-dimensionnalité de la transparence perçue (objectivité, limpidité, ouverture) des pratiques digitales. Une étude quantitative en ligne (panel ad hoc de 445 répondants) réalisée sur les perceptions des clients d’Amazon, un pure player de l’e-commerce, leader dans le domaine et pionnier dans l’exploitation massive des données (moteurs de recommandations, customisation, etc.), a quant à elle permis de 1) développer une échelle de mesure de la transparence perçue, 2) comprendre en quoi la transformation digitale des clients avait un rôle dans la perception de la transparence et 3) évaluer l’impact des différentes facettes du concept sur le renforcement ou la dégradation des relations avec les entreprises (confiance et engagement). Une étude post-enquête qualitative a finalement été menée afin de discuter avec les managers des implications de ce travail doctoralThe digital revolution is taking place in a climate of distrust. Consumers and citizens often have a negative judment of digital practices (collection and data exploitation, etc.). Officials are calling for more transparency to surpass the current trust crisis. But will this principle of transparency be enough to restore trust in the digital environment? The question of transparency arises significantly today because of the risks of customer drift and manipulation. It also arises because of the changing communication modes which are now multiform, multidirectional and instantaneous. This research explains the role of perceived transparency of digital practices in the way we apprehend the customer relationship. A qualitative exploratory study on two samples validated the multi-dimensionality of the perceived transparency construct (objectivity, clarity, openness) using the perceptions of 16 consumers and 12 managers. An online quantitative study (ad hoc panel of 445 respondents) conducted on the perceptions of Amazon customers, an e-commerce pure player, leader in the field and pioneer in the massive exploitation of data (recommendation engines , customization, etc.), has helped to 1) develop a measurement scale of perceived transparency, 2) understand how the customers’ digital transformation had a role in the perception of transparency and 3) determine the influence of perceived transparency’s dimensions on trust building and commitment. A qualitative post-survey study was finally conducted to discuss with managers the implications of this doctoral research
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Edlund, Paul, und Härgestam Axel Holmner. „Customer Relationship Management and Automated Technologies : A qualitative study on chatbots’ capacity to create customer engagement“. Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172386.
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The digital age has brought many new technologies that are disrupting the way that companies interact with customers. Automated technologies are one aspect of technological development in recent days, and it has changed how regular business operations are performed. Chatbots, for instance, has changed the way that customers interact with companies. Facilitating interaction and being available around the clock to serve customers who have questions. This study investigated how automated technologies are used in CRM-activities of companies and how the implementation of such technologies can lead to customer engagement. CRM, Customer Relationship Management, is a core business strategy that aims to strengthen customer relationships through co-creating value with the use of supporting technologies. Customer engagement is a measurement of a customer's involvement with a firm over time, with the end goal of customers becoming “fans” that advocate and generate word-of-mouth for the firm. This study investigates how companies utilize automated technologies in CRM-activities and if these technologies can help lead to customer engagement. The study aims to answer the following research question: How are automated technologies, more specifically chatbots, used in existing CRM strategies to further create customer engagement? The study conducted investigates these technologies within five companies that utilize chatbot-technologies from chatbot-providers. The chatbot-providers are also part of the study to get a more comprehensive view of the functionalities and purpose of these technologies. The contrasting view of companies and chatbot-providers is used to answer the sub-purposes of the thesis regarding how companies implement automated technologies. A qualitative study with interviews was conducted, along with secondary data from written documentary sources. The data were analyzed in a theoretical thematic analysis in which themes were developed from the theoretical framework. The findings of the study show that despite the potential of automated technologies, the most prominent use is for customer service operations. The potential for automated technologies in CRM is greater than what was found in the interviewed companies. The findings also demonstrate that automated technologies facilitate connection, interaction, and increases customer satisfaction, which can lead to customer engagement. The findings also show that there is a discrepancy in the views of companies who use chatbots in their business processes and the chatbot-providers that help implement them.
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Alic, Enes, und Agon Kamberi. „Vad sker med redovisningsassistenterna i en digital föränderlig värld?“ Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20149.
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Digitization has an impact on the change that the accounting industry is undergoing. The vision of development is to automate and systematize society, which means that the technology mainly implements tasks of society. The study aims to dig deeper which effects the digitization has on the accounting firm. These effects are derived from an analysis model in which the role of the accounting assistants is questioned. Employees with different occupational positions at the accounting firm have been interviewed for empirical data collection. The interviews were conducted in a purposeful manner, since the selection is aimed at employees who are helpful in answering the study's question and purpose. The interviews were used to find links with the theoretical reference frames. With the help of the theoretical frame of reference and the collected empirical data, conclusions have been drawn that digitization causes different effects. The work approach is streamlined by automating the basic tasks of the accounting firm. The streamlining will lead to the accounting firm being able to deliver a broader service during the same time frame, which leads to increased client satisfaction. Quality achieves higher levels by increasing customer satisfaction. When the accounting firm delivers services with higher time gains, profitability will be higher. Profitability is something accounting firms and other businesses strive for, therefore it is likely that digitization will be implemented even more. Finally, the different effects of digitization show that the need for accounting assistants is diminishing, which is why digitization is partly perceived as a threat.
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Körhan, Oktay, und David Sjögren. „Digital CRM och kundlojalitet inom B2B : Ger ökad tillgång till kundinformation ökad lojalitet?“ Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354816.
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Kundlojalitet är ett mål för många företag som medför såväl utmaningar som potentiella konkurrensfördelar. I syfte att förbättra kundrelationer och därigenom öka kundlojaliteten har konceptet CRM (Customer Relationship Management) vuxit fram. Denna uppsats undersöker hur digitalt insamlad kundinformation används och integreras i CRM-strategier och CRM-system samt det eventuella sambandet mellan mängden kundinformation och graden av kundlojalitet. Undersökningen genomfördes genom intervjuer med två företag som är verksamma inom B2B-försäljning. Utöver företagens ledare och säljare intervjuades en CRM-systemleverantör, en leverantör av programvara för insamling av kundinformation samt tre av företagens kunder i syfte att bidra med fler perspektiv på de undersökta koncepten. Avsikten var att genom en kvalitativ ansats undersöka hur digitala verktyg för kundinformation kan integreras med CRM samt huruvida det i de studerade företagens fall går att se samband mellan användningen av denna kundinformation och graden av kundlojalitet. Studien finner att det inte finns ett rakt, positivt samband mellan mängden kundinformation och graden av kundlojalitet, men att en väl utformad och implementerad CRM-strategi i kombination med ett väl fungerande CRM-system ger förutsättningar för att ett sådant samband ska kunna etableras.
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Jamshidi, Mahboba. „Keeping Relationship in Physical Store in a Digital Era : a Study in H&M and Åhlens“. Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-75575.
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As an effect of the exploding e-commerce, an increasing number of stores have been forced to shut down the last years, which has resulted in an increased interest in what will be required of the physical stores in order to survive a digital era. Digitization has changed the global retail industry for consumers and has changed the playing field for commerce and challenged successful business models. Competition in the retail industry is harder than ever and more companies are expected to step in and take market share. The purpose of the thesis is to increase the understanding of how the physical stores work with their customer relations in order to create customer loyalty in a digital era. Previous research has shown important factors that affect customer relations, but this research is mainly carried out outside Sweden. Therefore, this thesis focuses on physical stores' customer relationship work in Sweden. In order to gain a deeper understanding of how physical stores work with their customer relations, semi-structured interviews were conducted with standardized questions and follow-up questions and analyzed using previous research in the field. The conclusions of the analysis were that the work with customer relations is an important factor that affects the customer's loyalty to physical stores and the choice of online stores. In addition to that, the personal contact, the expertise and competence of the staff, service, the importance of customer analysis were important factors.
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Probst, Florian [Verfasser], und Hans Ulrich [Akademischer Betreuer] Buhl. „Customer Relationship Management in a Digitally Connected World / Florian Probst. Betreuer: Hans Ulrich Buhl“. Augsburg : Universität Augsburg, 2015. http://d-nb.info/1077705255/34.
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Landsfried, Hammami Jasmine, und Geeta Erlandsson. „Relation-och förtroendeskapandegenom digitala kundmöten : En studie ur fastighetsmäklarens perspektiv“. Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-85688.
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Författare: Geeta Erlandsson och Jasmine Landsfried Hammami Handledare: Patrik Gottfridsson Titel: Relation-och förtroendeskapande genom digitala kundmöten: En studie ur fastighetsmäklarens perspektiv Bakgrund och problem: Den digitala utvecklingen har påskyndats ytterligare på grund av den rådande coronapandemin, vilket har resulterat i att företagens fysiska tjänster har blivit alltmer digitala på gott och ont. För att företagen ska lyckas och fortleva är det viktigt att de arbetar aktivt med att skapa relation och förtroende till kunderna. Digitaliseringen av fysiska kundmöten som coronapandemin har medfört har utmanat företag vars framgång bygger på nära kundkontakt, där det i forskningen finns delad mening kring hur detta berör skapandet av relation och förtroende. Fastighetsförmedling är ett yrke som bygger på kontakten mellan fastighetsmäklare och kund och i dagsläget är problemet outforskat i och med att det inte finns någon tidigare forskning som tar upp hur relationen och förtroendet berörs, när fastighetsmäklaren inte längre kan träffa kunderna fysiskt. Syfte: Syftet med denna uppsats är att förklara utifrån fastighetsmäklarens perspektiv hur relationen och förtroendet berörs av att fysiska kundmöten ersätts av digitala kundmöten. Metod: Studien har utfört genom en kvalitativ studie där empirin har hämtats från semistrukturerade intervjuer med sju fastighetsmäklare från olika mäklarbyråer inom Karlstads kommun, som har använts sig av digitala kundmöten. Empirin har analyserats med hjälp av en tematisk analys. Resultat och slutsats: Studiens resultat indikerar att relationen och förtroendet berörs när fysiska kundmöten ersätts av digitala. Slutsatsen är relationen och förtroendet kan bli sämre och att därför bör fastighetsmäklare utveckla hur de arbetar med att skapa dessa i digitala kundmöten. Nyckelord: förtroende, relation, kvalitet, kundmöte, kommunikationskanaler, digitaliseringAuthors: Geeta Erlandsson och Jasmine Landsfried Hammami Supervisor: Patrik Gottfridsson Title: Relationship and trust building through digital customer meetings: A study from the real estate agent's perspective Background and problem: Digital development has been further accelerated due to the current corona pandemic, which has resulted in the company's physical services becoming increasingly digital for better or worse. For companies to succeed and survive, it is important that they work actively to create trust and relationships with their customers.The digitalization of physical customer meetings that the corona pandemic has brought about has challenged companies whose success is based on close customer contact, where in research there is a divided opinion about how this affects the creation of relationships and trust. Real estate is a profession based on the contact between the real estate agent and customer, and currently the problem is unexplored in that there is no previous research that addresses how the relationship and trust is affected, when the real estate agent can no longer meet customers physically. Purpose: The purpose of this thesis is to explain from the real estate agent's perspective how the relationship and trust are affected by physical customer meetings being replaced by digital customer meetings. Method: The study was carried out through a qualitative study where the empirical data was taken from semi-structured interviews. The participants were seven real estate agents from various real estate agencies in Karlstad municipality, who have used digital customer meetings during the pandemic. The empirics have been analyzed using a thematic analysis. Result and conclusion: The results of the study indicate that relationship and trust are affected when physical customer meetings are replaced by digital ones. The conclusion is the relationship and trust can deteriorate and that is why real estate agents should develop how they work to create these in digital customer meetings. Keywords: trust, relationship, quality, customer meeting, communication channels, digitalization.
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Mattana, Fabiano. „Banco do Brasil: satisfação dos clientes pessoa física com o modelo de relacionamento digital“. Universidade do Vale do Rio dos Sinos, 2018. http://www.repositorio.jesuita.org.br/handle/UNISINOS/7283.
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Este estudo procurou atender ao objetivo geral de mensurar o nível de satisfação com o modelo de relacionamento digital dos clientes dos Escritórios de Negócios Exclusivos do Banco do Brasil situados no Rio Grande do Sul. O estudo de caso foi realizado em uma das maiores instituições financeiras brasileiras e mundiais. Conforme a estratégia corporativa do Banco do Brasil, a empresa realizou uma reestruturação no modelo de relacionamento com clientes, em implementação desde 2015, criando novas estruturas de atendimento específicas para determinados segmentos, dentre eles os escritórios exclusivos. A pesquisa teve uma etapa qualitativa, com uma análise documental interna da instituição e a realização de uma entrevista semiestruturada com os gestores dos escritórios, com o intuito de verificar a estratégia e as bases do modelo de negócios, bem como identificar as percepções e as dificuldades encontradas na implantação dessa nova estrutura. A etapa quantitativa foi realizada para mensurar o nível de satisfação dos clientes em relação à qualidade dos serviços prestados pelos escritórios, com aplicação de uma survey eletrônica utilizando como base a Escala Servqual, de Parasuraman, Zeithaml e Berry (1988), que mede a diferença entre as expectativas e a percepção dos clientes em cinco dimensões: tangibilidade, confiabilidade, compreensão, segurança e empatia. Os dados gerados foram tratados com a aplicação de análises estatísticas multivariadas. Os resultados obtidos demonstram que os clientes do Banco do Brasil estão satisfeitos com os serviços oferecidos através do modelo digital e a nova estrutura de negócios, no qual lhes é oferecido um atendimento humanizado agregado ao melhor da tecnologia. Percebeu-se, também, que o “mundo digital” provavelmente não substituirá o “mundo físico”, eles serão complementares, os escritórios digitais e as agências físicas irão coexistir e que o Banco do Brasil está aprimorando, assim, a entrega da proposta de valor e de uma melhor experiência aos clientes, permitindo rentabilizá-los, satisfazê-los e fidelizá-los.
This study sought to meet general measure goal of measuring the level of satisfaction with the digital relationship model customers of Banco do Brasil Exclusive Business Offices situated in Rio Grande do Sul. The case study was conducted in one of the largest Brazilian and global financial institutions. As the Banco do Brasil corporate strategy, the company conducted a restructuring relationship model with customers, in implementation since 2015, creating new specific service structures for certain segments, among them exclusive offices. Research had a qualitative step analyzing several documents of the institution and internal conducting a semi-structured interview with managers offices, in order to check the strategy and the foundations of business model, as well as identify perceptions and the difficulties encountered in implementing this new structure. Quantitative step was held to measure the level of customer satisfaction to the quality of services provided by offices, with applying an electronic survey using as a base the Servqual Scale of Parasuraman, Zeithaml and Berry (1988), which measures the difference between customers’ expectations and perception in five dimensions: tangibility, reliability, understanding, safety and empathy. The data generated were treated through with the application multivariate statistical analysis. The results show that Banco do Brasil customers are satisfied with the services offered through the digital model and the new business structure, in which they are offered a service humanized household with the best technology. It was noticed, also, that the “digital world” probably won’t replace the “physical world”, they are complementary, digital offices and physical agencies will coexist and that Banco do Brasil is improving, like this, value proposition delivery and customers better experience, allowing monetize them, satisfy them and loyalty them.
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Gårdebäck, Ludvig, und Magnus Lannehed. „E-marketing - ett modernt kommunikationsverktyg : En studie som presenterar alternativa marknadsföringsåtgärder“. Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19317.
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Background: The use of digital marketing channels during the last years has increased significantly, especially the use of marketing on the Internet. Hence the communication chart of marketing has been redrawn. The technological development has had a major impact on the marketing discipline. The integration of information technology and marketing has resulted in the emergence of a new field, namely e-marketing. Hence the need for further research is desirable. Purpose: The purpose of this study is to examine alternative marketing procedures that a company can apply to increase the digital awareness and manage their customer relationships. Theoretical framework: Theories regarding digital marketing cycle, SEO and customer relationship. Method: This research is based on data collected through a primary semi-structured interview with a company active in the corporate information industry which also provides a RFQ service. We have also conducted ten structured interviews with companies who have used the services provided by the primary company. Furthermore a content analysis regarding SEO has been completed. Conclusions: We have identified several alternative marketing procedures that can increase a company´s digital awareness and enable a successful managing of their customer relationships. These alternative marketing procedures have been concluded by use of the theoretical framework and then adapted toward our empiricism. Furthermore we have constructed distinct guidelines that create favorable conditions for the initiation and completion of the model digital marketing cycle.
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Du, Stephen M. „Effect of Digital Enablement of Business-to-Business Exchange on Customer Outcomes: The Role of Information Systems Quality and Relationship Characteristics“. Digital Archive @ GSU, 2010. http://digitalarchive.gsu.edu/cis_diss/41.
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This study extends our understanding of how information systems impact business value creation by examining the effect of digital enablement of business-to-business exchange on customer outcomes. We shed light on the connection between information technology investment and firm performance by focusing on how information technology is used (Devaraj and Kohli 2003) in an industrial services context and by highlighting the importance of indirect effects (Mittal and Nault 2009). A conceptual model is developed that combines a customer centric perspective (Sheth et al. 2000) with elements from the information systems success framework (DeLone and McLean 1992, DeLone and McLean 2003). Mediating factors are identified in the chain of effects from information technology specific business-to-business service quality characteristics to customer outcomes. In addition, we consider two contextual factors, relationship duration and customer dependence, which are known to alter the nature of buyer-supplier relationships but which have received little attention in research on digital enablement of business-to-business exchange.
An empirical test of hypothesized relationships was performed using subjective and objective archival data from business-to-business exchange relationships for a logistics services vendor. All expected main effects were confirmed. Customer satisfaction was found to be a significant mediator in the chain of effects from information technology specific business-to-business service quality characteristics to customer outcomes. In addition, logistics service quality was found to mediate the relationships between system quality and customer satisfaction and between information quality and customer satisfaction. The hypothesized moderating effects, however, were not found to be significant. Robustness of the findings was confirmed by testing model hypotheses using data from exchange relationships with customers in two different industries, manufacturing and wholesale trade. Differences in analysis results are consistent with industry differences.
This study contributes to the literatures on interorganizational information systems (Rai et al. 2006) and information technology business value (Melville et al. 2004) by identifying mediating mechanisms in the chain of effects from digital enablement of exchange to customer outcomes. Explication of mediating mechanisms improves our understanding about the indirect nature of impacts from information technology. This study also contributes to the literature on information systems by extending DeLone and McLean's (2003) model of information systems success to the context of business-to-business exchange relationships. In addition, this study contributes to the literature on services marketing (Zeithaml and Bitner 2003, Berry and Parasuraman 1993) by showing how system quality and information quality impact logistics service quality and customer satisfaction in a business-to-business exchange context.
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SIETSES, SAMANTHA, und FERIDE DIKME. „Client Relations on the Digital Workplace : A case study on how the consultant-client relationship is affected by remote work during Covid-19“. Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-300079.
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During the Covid-19 pandemic, employees all over the world were forced to work from home, meaning that consultants no longer could work physically present with their clients. As the consultant-client relationship is incredibly important for management consulting firms, it is interesting to investigate how these relationships have been impacted by the change and what the implications are for collaboration and performance. A qualitative method was used, where the authors conducted interviews with management consultants at an international management consulting firm in Stockholm, Sweden. The study found that remote working with already existing clients was functioning well. However, collaboration with new relations proved to be more challenging, which was mainly perceived to depend on the difficulty to create a personal trust and connection remotely, since digital communication made it difficult to understand the client’s needs. The digital way of working also revealed challenges with creativity, invisibility, onboarding, knowledge development and sales. Thus, the study concluded that collaborations and relationships will benefit greatly from a physical meeting early on. Nevertheless, the most beneficial working method would be to continuously balance the advantages of both remote and office working.Under Covid-19-pandemin tvingades anställda över hela världen att arbeta hemifrån, vilket innebar att konsulter inte längre kunde arbeta på plats hos sina kunder. Då kundrelationer är extremt viktiga för konsultföretag är det intressant att undersöka hur dessa relationer har påverkats av distansarbetet och vilka konsekvenser det har fört med sig för samarbetet och arbetskvalitet. För att undersöka detta användes en kvalitativ metod där författarna genomförde intervjuer med managementkonsulter på ett internationellt konsultföretag i Stockholm, Sverige. Studien visade att distansarbete med redan existerande kunder i allmänhet fungerade bra. Däremot visade sig samarbetet med nya kontakter vara mer utmanande. Detta ansågs främst bero på svårigheten att skapa ett personligt förtroende och en personlig relation på distans, då digital kommunikation försvårade möjligheterna att förstå sig på kunden och dess behov. Det digitala arbetssättet skapade också nya utmaningar vad gäller kreativitet, osynlighet, integrering av nyanställda, kunskapsutveckling samt försäljning. Slutligen, studien visade att samarbeten och relationer skulle främjas av att parterna träffas fysiskt i ett tidigt skede av projektet. Dock skulle den mest fördelaktiga arbetsmetoden vara att framöver balansera fördelarna av både distans- och kontorsarbete.
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Asp, Vincent, und André Nilsson. „Ett nytt affärslandskap B2B? : En kvalitativ flerfallstudie om hur övergången till digitalt arbete på distans har en inverkan på säljarens nykundsbearbetning och förmåga att etablera kundrelationer“. Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-179302.
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Bakgrund: Den industriella marknadsföringen kännetecknas av djupa kundrelationer, där affärer ofta karaktäriseras av långa säljprocesser som innefattar åtskilliga interaktioner med flertalet aktörer involverade. Denna försäljning har blivit allt mer relationsorienterad där kundens behov, värde och önskemål sätts i fokus. Covid-19 har främjat ett digitalt arbetssätt vilket har påverkat verksamheter, affärslandskapet och interaktionen mellan säljare och kunder. Den fysiska interaktionen som anses vara grundläggande vid en nykundsbearbetning och för skapandet av en kundrelation har nu ersatts av digitala möten. Syfte: Syftet med studien är att undersöka och bidra med ökad förståelse för hur omställningen till att arbeta digitalt på distans har en inverkan på säljarens nykundsbearbetning och etableringen av kundrelationer B2B. Metod: Denna flerfallstudie tillämpar en kvalitativ forskningsmetod och utgår från ett hermeneutiskt perspektiv i samverkan med en deduktiv ansats med induktiva inslag. Studiens empiriska resultat har samlats in med hjälp av semistrukturerade intervjuer från fyra olika fallföretag. Utifrån tidigare forskning analyseras det empiriska resultatet. Slutsats: Denna studies resultat påvisar att säljarens arbetssätt har påverkats i viss utsträckning vid bearbetning av nya kunder. Affärer präglas i hög grad av mjuka värden där den fysiska interaktionen förblir viktig för utvecklingen av en kundrelation. Digitala interaktioner ställer högre krav på säljaren inför ett möte och innebär svårigheter att kunna knyta en personlig kontakt för att komma kunden nära och utveckla ett förtroende. Samtidigt visar studien att det digitala verktyget medför en högre effektivitet, tillgänglighet, och en ökad möjlighet att nå fler kunder. Affärslandskapet har förändrats och en kombination av fysiska och digitala möten kommer vara ett sätt för säljarna att nykundsbearbeta på.Background: Industrial marketing is defined by deep customer relationships, where business is characterized by long sales processes which include numerous interactions with multiple participants. B2B-sales have become more relationship-oriented where the customer's needs, values and wishes are the focal points. Covid-19 has promoted a digital way of working, which has changed the business landscape and the way salespeople interact with customers. The physical interaction that is considered vital when acquiring new customers has now been replaced by digital meetings. Purpose: The purpose of the study is to investigate and contribute with an increased understanding of how the transition to working remotely has an impact on the seller’s customer acquisition and the establishment of B2B-relations. Method: This multiple case study applies a qualitative research method, based on a hermeneutic perspective and a deductive approach with inductive elements. The empirical results of the study have been collected by means of semi-structured interviews from four different companies. The result of the interviews has been analysed using previous research. Conclusion: The results of this study show that the salesperson’s way of working has been affected to a certain extent when acquiring new customers. B2B-sales is characterized by soft values where the physical interaction remains important for the development of customer relationships. Digital interactions require higher demands on salespeople before a meeting and can imply difficulties in developing a personal contact and association between the parties in order to establish trust. However, it turns out that digital tools lead to higher efficiency, availability, and an increased opportunity to reach more customers. The business landscape has changed, and a mix of physical and digital meetings will be a way for salespeople to acquire new customers.
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Thomas, Tomas, und Tobil Poli. „Bankernas utmaningar under digitaliseringens framfart : En kvalitativ studie om hur banker hanterar förtroenderelaterade frågor gentemot sina kunder under den digitala utvecklingen“. Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-32927.
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Bakgrund: Banksektorn genomgår en digital utveckling och förändringen sker i en allt snabb takt. Nya marknadsförhållanden med regelverk, en förändrad konkurrenssituation och ett förändrat kundbeteende har ställt banksektorn inför nya utmaningar och möjligheter som bankerna behöver förhålla sig till för att upprätthålla och stärka förtroendet gentemot sina kunder. Syfte: Studiens huvudsyfte är att undersöka hur banker hanterar förtroenderelaterade frågor under den ökade digitaliseringen inom banksektorn. Vidare syftar studien till att skapa en djupare förståelse för robotiserade rådgivningsprocesser och dess påverkan på bankkundernas förtroende i samband med att den fysiska kontakten mellan bank och kund minskar. Metod: Studien är utav en kvalitativ karaktär med en abduktiv forskningsansats och baseras på intervjuer med fem respondenter med relevanta yrkesroller som berör digitalisering- och förtroendefrågor inom den svenska banksektorn. Slutsats: Studiens resultat påvisar att digitaliseringen medför nya möjligheter och utmaningar som bankerna kan dra nytta av förutsatt att dem hanterar den digitala utvecklingen på ett korrekt sätt. Resultatet tyder vidare på att bankerna behöver förhålla sig till dem förändrade marknadsförhållandena och ständigt bemöta kundernas förväntansbild.Background: The banking industry is facing a digital transformation and the change is taking place at a rapid pace. New market conditions, a changing competitive situation and a changing customer behavior have put the banking industry in front of new challenges and opportunities that banks needs to manage to maintain and strengthen their customers trust towards themselves. Purpose: The main purpose of the study is to investigate how banks handles trust-related issues in the context of the increased digitalization in the banking industry. Furthermore, the study aims to create a deeper understanding of robo-advising and its impact on banking customers' trust while the physical contact between banks and customers decreases. Method: The study is of a qualitative character and follows an abductive research effort. The study is based on interviews with five respondents with relevant professional roles that concern digitalization and trust within the Swedish banking industry. Conclusion: The study's results show that digitalization brings new opportunities and challenges that banks can benefit from, given they handle the digital development properly. The result further indicates that banks need to manage the changing market conditions and constantly respond to customers' expectations.
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De, Sordi José Osvaldo. „Análise de interdependência dos habilitadores tecnológicos, empresariais e humanos no desenvolvimento de base de dados pessoal“. reponame:Repositório Institucional do FGV, 2001. http://hdl.handle.net/10438/4555.
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Previous issue date: 2001-10-23T00:00:00ZTrata do uso dos dados pessoais integrado aos serviços digitais (e-services), criando um ambiente único para gerenciamento e uso destes, denominado de solução de base de dados pessoal. Além de descrever e caracterizar o ambiente e os componentes desta nova solução, são discutidas ações e desenvolvimentos requeridos para os seus principais habilitadores: humanos, tecnológicos e empresariais.
The main subject of this study is the development of an environment integrating personal data and digital services (e-services), in which we are denominating of Personal Data Base Solution. The solution harmonizes and aligns the personal, business and social interests, through the several specific benefits for each one of these entities, obtained by the common and integrated solution. Besides describing and characterizing solution's environment and components, it is discussed and analyzed actions and developments required for each one of the solution's main enablers: technological, human and business.
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Wagner, Wolfgang. „Fabrikplanung für die standortübergreifende Kostensenkung bei marktnaher Produktion /“. München : Utz, 2006. http://www.gbv.de/dms/ilmenau/toc/508729459.PDF.
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Weijsenburg, Helena, und Denisse Morales. „Strategier och kanaler vid marknadsföring för fysiska researrangörer och traditionella resebyråer“. Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-25004.
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The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Through effective marketing and selecting the right channel may be vital to the travel agency's survival. The theories that have been essentiell for this Investigation are: marketing mix, relationship marketing, porter curve, the buying process, the agent's role, word-of-mouth and marketing of services and products company. In this essay, the authors investigated four tour operators and one traditional travel agency and everyone is placed in Stockholm. The authors has choosed to investigate their market businesses and how the customer's requirements have changed since online travel agencies took over a large part of the market. The authors have also decided to conduct interviews with an online travel agency and one travel company that works with marketing for travel agencies. The tour operators in Stockholm mainly use relationship marketing as a primary strategy for maintaining a loyal relationship with the customer. The channels that travel companies utilize is a combination of word-of- mouth, digital media and printed media. All companies could state that the consumer in the current situation is more aware than before and this has led an increased requirement for travel agencies. Travel agents and tour operators must offer something unique or give the client an xceptional service that they can not recieve in another place. Service in this case may involve travel on customers behalf, visa application, bookings for specific requests and helping to add travel insurance.
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Fisher, Hilton. „An Assessment of the state of e-government in South Africa the case of the Government Employees Pension Fund /“. Thesis, Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-06192006-154208.
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NAN, HSU PING, und 許丙楠. „The Relationships of Brand image, Service Quality and Customer Satisfaction: An Example of Online Game in Digital Content Industry“. Thesis, 2014. http://ndltd.ncl.edu.tw/handle/6syzsx.
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碩士高苑科技大學
經營管理研究所
102
In recent years, Internet applications and diversification driven by the popularity of broadband Internet, the traditional game industry is no longer limited to stand-alone version of the game platform, and transferred to the development of online game. The online game will bring more growth for the broadband access business and other content industries. And it will become an important profit source of Internet industry. In recent years, almost there are growing magnitude of space every year. According to the estimates by MIC , Taiwan's online game market (PC) is expected to reach 17.8 billion NT in 2013, and will be reached the size of the $ 20.8 billion in 2017.Taiwan will be the second largest market after South Korea's in Asia-Pacific region. Therefore, the game market is certainly flourish, but competition is becoming increasingly fierce. Farquhar (1989) pointed out that the brand apart as identification, but also to add value beyond the product features. Farquhar (1989) pointed out the brand apart from as identification, but also to add value beyond the product features. According to the report of World Marketing Research Organization BrandZ pointed out that the brand value of the top five are: 1. Apple: 153.2 billion U.S. Dollars; 2.Google:. 1114 billion U.S. funds; 3.IBM: 1008 billion U.S. funds; 4 McDonald: 81 billion U.S. Dollars ; 5 Microsoft: 78.2 billion USD (from Brandz 2011). We can find from the report that the ranked fourth brand value McDonald, it provide commodity prices are relatively cheaper products than Microsoft , but its brand value is higher than Microsoft, you can see a good and strong brand indeed able to add value beyond the product features. This study is based on online game consumers(players) of the digital content industry. Using regression analysis "regression analysis" in order to understand the impact of the dimension on "brand image"、"quality of service" and "customer satisfaction"; and using the canonical analysis"correlation" to explore the degree of association between each dimension. Finally, based on the research results, to make recommendations of management practices and future researchers for the business community and the academic reference.
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Ferreira, Ângela Martins. „A importância das Redes Sociais Online nas relações B2C para as PME portuguesas“. Master's thesis, 2015. http://hdl.handle.net/1822/37696.
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Dissertação de mestrado em Marketing e EstratégiaEsta dissertação destaca a importância das redes sociais online no relacionamento entre as empresas e os seus clientes. As redes sociais representam uma oportunidade para as empresas desenvolverem o relacionamento com os seus clientes e fãs da marca, de forma fácil, rápida e acessível. O marketing digital, em particular as redes sociais, originou a possibilidade de empresas de menores dimensões, com menos recursos financeiros e humanos, conseguirem estar mais perto dos seus clientes, sendo que uma das maiores vantagens das redes sociais é a proximidade com o cliente e o contacto permanente que potencializa o relacionamento entre a empresa e os consumidores. A pesquisa exploratória de análise qualitativa, foi efetuada através de entrevistas a pessoas responsáveis pela gestão das redes sociais de 10 empresas PME do distrito de Braga, de forma a conseguir perceber os reais problemas e os benefícios percepcionados pelas pessoas que se dedicam profissionalmente à gestão das redes sociais, assim como entender de que forma é que as empresas procuram estabelecer um relacionamento com os seus clientes / fãs e resultados obtidos. As empresas utilizam as redes sociais como plataforma privilegiada de comunicação B2C, valorizando a transmissão rápida das mensagens e a facilidade em interagir e receber feedbacks dos fãs e consumidores. Em termos gerais, este estudo propõe uma análise sobre o relacionamento nas redes sociais, segundo a perspetiva das empresas, contribuindo, assim, para as pesquisas sobre o tema.
This dissertation highlights the importance of social networks in the relationship between companies and theirs customers. Social networks represent an opportunity for companies to develop a relationship with consumers and fans in an easy, fast and accessible way. Digital marketing in general, and social networks in particular, create the opportunity for companies of smaller dimensions, with less financial and human resources, achieving to be closer to its customers since one of the main advantages of social networking is the proximity to the customer and the constant contact that enhances the relationship between them. This explanatory research, of qualitative analysis, was performed by interviewing people responsible for social network management of 10 SME companies in Braga district, in order to be able to understand the real issues and benefits perceived by people who dedicate themselves professionally to social networking management, as well as understand how companies seek to establish a relationship with their customers / fans as well as the results obtained. Companies use social networks as a privileged platform for B2C communications, appreciating the fast transmission of messages and the easy interaction, as receiving feedback from fans and consumers. Overall, this study proposes an analysis of the relationship in social networks, according to the perspective of companies, contributing to general research on the subject.
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Hsieh, Feng-Lien, und 謝豐濂. „A Study on the Relationships among Customer Brand Engagement, Brand Attachment, and Brand Loyalty – Based on the Case of Digital Camera Virtual Communities“. Thesis, 2015. http://ndltd.ncl.edu.tw/handle/az72z6.
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碩士國立雲林科技大學
資訊管理系
103
With the rise of the Internet community, for the community vast network of users, is definitely one block companies must operate, this study explores the online community by participation, allowing customers to participate in the brand, and then reached the attachment and brand, and then further enhance brand loyalty and create long-term competitive advantage. In this study, digital cameras online community of participants in the survey, a total recovery of 392 valid samples were analyzed through SPSS22.0 and AMOS22.0, the results show that: (1) There was a significant motivation for community involvement and positive impact on the customer brand engagement (2) customer brand engagement have significant positive effect on customer brand attachment (3) customer brand attachment has significant positive effect on customer loyalty. Thus, we hope the results of this study can provide digital camera brands after online references Understanding customer interaction among communities linked to each other arising from the relationship, and as a basis to improve the business model and marketing strategy. Keywords: online communities, social networks, customer brand engagement, brand attachment, brand loyalty
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Yung, Lu Kung, und 呂坤原. „A Study of Customer Relationship Management of Digital Cable TV in Taiwan“. Thesis, 2013. http://ndltd.ncl.edu.tw/handle/13127657276390752783.
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碩士國立臺灣師範大學
圖文傳播學系
101
In the era of digital convergence, let digital content can via ways of transmission and difference platforms of revelation, even transnational or crossing district to show contents and services of channel, it will make telsevision entertainment more freedom and personalization, also can watching it anytime, anywhere, not just in our living room or bedroom only. In the past, the times of analog, many people are watching TV programme only by the mess way, according to the advancement of digital communication technology, as well as driven by the gradual diversification of services for user demand-oriented business behavior, such a market will make digital content in the broadcasting, telecommunications, network and other platform convergence, its media gradually blurred boundaries, are causing cross-communication, voice, video and data technology convergence phenomenon. After digitizing the bandwidth becomes larger, the content will be carried more, so that the original content of more than 500 channels may be increased two to three times, thus, many domestic scholars believe that the cable industry digitization era, audiences will divided into many groups or small minority, and with two-way interactive set-top box functionality, customer relationship management has become particularly important before develop future business strategies or in the implementation, are required to be on the basis of customer relationship management prepared to do elements and direction. The thrust of the discussion of this dissertation is that for enterprises planning and implementation of customer relationship management in the future, you can reference the elements and conditions, and current implementation status and the future of enterprise how to assess the effectiveness of the system. This research collected domestic and abroad literatures about customers relationship management and digital cable, to discuss the current digital cable market trends, and the current planning level of customer relationship management may be considered and processes; also using depth interviews to collect viewpoints of current digital cable industry in the planning customer relationship management will be consideration, the implementation process and evaluation, through the effective participant observation and interviews, to understand actually industry in the planning and execution of customer relationship management will take what level into account , these levels will assist which processes with follow-up assessment methods, through comparison between literatures and on-the-spot interviews to find out the digital cable TV operators how to practice in the implementation of customer relationship management and planning in the future. The results of this study show that Taiwan cable the digitized and in planing customer relations management organization level can focus on staff training language, legal courses; technically multiple file transfer format and bandwidth increases, the need to establish internal system points account management and integration of electronic transfer files database; economic level, market stability is a major consideration in; differentiation and preferential pricing program from a social perspective; regulations surface NCC be required to develop a set of customer data standard contract, explicitly set the upper limit of the fine; pathway level thinking to the company's overall strategy and incumbent enterprises is particularly important.
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Chang, Wan-Ling, und 張婉玲. „The relationship between digital marketing and customer loyalty in Taiwanese Beverage Industry“. Thesis, 2012. http://ndltd.ncl.edu.tw/handle/89864242801396868033.
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碩士世新大學
傳播管理學研究所(含碩專班)
100
Beverage marketing increases constantly by years and consumer preference on choosing beverage shows a various ways as well. Therefore, this paper is focused on Taiwan function beverage to figure out the relationship among demographic variables drinking frequency, digital marketing strategy and customer loyalty by questionnaire survey ,study area concentrates on consumers live in north Taiwan (Keelung, Taipei, Taoyuan, HsinChu, Miaoli), sent out 550 copies, 440 were recovered. This research found that demographic variables, especially occupation, monthly income, have significant differences in digital marketing strategies; Consumers monthly income below NTD 20,000 particularly shows a significant difference in digital marketing strategies. The frequency of drinking function beverages has a significant difference in digital marketing; Mid drinkers have show a significant difference than heavy and mild-drinkers. Drinking frequency in the past month has a significant difference in customer-creat-content marketing strategy and mobile marketing.strategy. Mid-internet users have a significant difference in a virtual community marketing strategy, customer-creat content marketing strategy, blog marketing and mobile marketing strategy. In conclusion, virtual community marketing strategy, customer-create contents marketing strategy, mobile marketing strategy and game marketing strategy have significant affections in customer loyalty; Mobile marketing strategy specially has a signification in customer loyalty. This research is helpful for beverages industry to make an appropriate marketing strategy also contributes on consumption behavior theory, marketing segmentation theory.
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Fragiskou, Antonia. „Improving the performance of account management in "Billy Mobile"“. Master's thesis, 2017. http://hdl.handle.net/10362/19994.
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Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies ManagementThe report aims to present an internship report on an online advertising network “Billy Mobile”. The main purpose of the internship report is to bring out the key role of the intern as an account manager in the advertising department at "Billy Mobile. As an account manager in the advertising team, the main tasks involved were to provide feedback, technical support, planning and optimisation for the account, as well as developing a relationship with the customer. Though, due to the high amounts of accounts that are been managed be each account manager at the departments was leading to a low performance of the account manager itself but also to a loss of a competitive advantage on the market. The problem addressed in the internship report is what means or what factors can account manager improve upon to enhance their performance to provide Billy Mobile a The particular paper analyses the critical factors which are high related to a successful longMterm relationship, through a questionnaire which has been answered from the accounts of the author. The analysis reflects the current performance of the author as an account manager, by representing the general account management manners. Trust, commitment, transparency, knowledge, communication and an overall satisfaction are high related to the performance of a customer relationship. As a solution to the particular issues the paper suggests the key account management model which separates the key dealing accounts and giving them the appropriate time and attention. The paper concludes the performance of the intern as a successful account manager and showing signs or key areas of improvement. The research analysis also gave an inside view of how "Billy Mobile" worked and operated as an advertising department separating the operations of direct advertisers and networks. This was a key difference to analyse the role of account manager as both direct advertisers and networks work in a different manner. The intern though his experience of working in the position for 6 months is able to provide critical analysis for the position by recommending that only key accounts be handled by account managers rather than all accounts which has proved to be a time consuming and a waste of resources in certain aspects.
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CHEN, CHING-YING, und 陳靖盈. „The Influence of Service Quality, Relationship Quality, and Relationship Value on Digital Set-top Box Customers’ Intention“. Thesis, 2013. http://ndltd.ncl.edu.tw/handle/28943892314976126938.
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碩士世新大學
新聞學研究所(含碩專班)
101
Television industry digitization is one of the existing developments in advance policy. Under the digitization, it is a challenge to transfer the signals and preparation by government pushing forward actively digital policy. All kinds of media industry also actively put into a developments, therefore TV digitization is the first step to stride forward. The purpose of this study is not only to discuss the influence and acceptability by customers who are using digital boxes, but also the operating intent with related questions in different customers. This research will adopt paper questionnaires to survey the service quality, relation quality and relation value. The main method of analysis is reliability analysis and regression analysis to understand the operating The results showed that: (1) the service quality to the relation value has significant positive impact; (2) between the service quality and relation quality have significant positive impact; (3) the relation quality on relation value impact with forward; (4) the relation quality in operating intent has significant positive impact; (5) the relation value to operating intent has significant positive impact; (6) the service quality to operating intent has significant positive impact. In addition, the four elements will be discussed further the relation between cause and effect. The suggestions of using intent in digital box will be provide through the research results.
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Chen, Chun Han, und 陳俊翰. „Through product design, consumer behavior to research on the customer satisfaction and customer loyalty relationship - A case study of digital photo frame“. Thesis, 2009. http://ndltd.ncl.edu.tw/handle/48097199436462616070.
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碩士國立政治大學
管理碩士學程(AMBA)
97
This research takes example of digital photo frame, to explore the relationship and factors that affect product design, consumer behavior, customer satisfaction and customer royalty. It expects to set recommendations of product design and marketing strategy for the digital photo frame makers in the future. The research found, that the three dimensions in Product Design, including appearance design, basic functions, and operational interface are positively relevant to the three dimensions in Consumer Behavior, which are motivation, user scenario, and unsatisfied demand. This means the product design has certain level of affect on the consumer behavior. The research also found that, the product design has significant positive relevance with customer satisfaction and royalty, and the consumer behavior also shows positive relevance with satisfaction and royalty.
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Hung, Ti-Jie, und 洪緹婕. „A pilot study of customer relationship management in media industry the case of digital television in Taiwan“. Thesis, 2003. http://ndltd.ncl.edu.tw/handle/11387075396918227321.
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碩士國立交通大學
傳播所
92
With the emergence of the Internet, the pulse of digitalization has made many rising stars of traditional industries. The media is one such industry that is capturing focus in this wave of changes. The digitalization of traditional media such as radio, television, and the newspaper has completely altered the functions of the media industry. One of the most persistent questions facing the media industry of old concerns how due to the methods of broadcasting data, one cannot accurately know who the customer is, nor identify their characteristics and preferences. With such rough capabilities on customer relation managements and services, profits are naturally harder to predict and manage. The most widely used MIS system and concept for customer management is the Customer Relationship Management (CRM) system, long implanted in the finance, insurance, service, and aerospace sectors. The media industry, however, due to its lack of customer information, will find implanting such software without preparing any solid customer data beforehand difficult and impractical. Now, with the advancement of digitalization technology, not only does the media industry have an opportunity to carry out one-on-one transactions, but more importantly a chance to redefine the relationship with their unseen customers. The study methods and procedures in this study are separated into two parts. In the first section we projected a historical analysis of how among eight media industries, the digital television is the industry mostly likely to benefit from a CRM implantation. We also mapped out their basic business model using the structure of CRM and a total marketing strategy. In the second section, using in depth interviews and analysis from experts, digital television businessmen, and system software engineers, we discussed how the structure of CRM relates to the digital television business model. With this study we have the following conclusions: 1 Broadening the context of customer relationship management to include the concepts of core customer and the integration of five content, practical systems, process, data, and systems. During the interviews, we realized that the concept of core customer are the most important of all contents, and instead of focusing on how to make profit for the firm, we redesign our business logic with the “customer” as our starting point. 2 Compatibility between CRM and the industry increases with digitalization, with digital television featuring the most compatible characteristics. The digitalizations of traditional medias are also important for the introduction of CRM. 3 The use of CRM in digital television are still limited by cost and software compatibility, and are therefore used less extensively then the service or circulation sectors. However concepts such as “database”, “process integrations”, and “system integrations” have all reached a mature stage of use. 4 The intermediary business model of digital television is defined clearly and should integrate multilateral alliances with a partner relationship management plan.
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„One Good Tweet Deserves Another: Essays on Firm Response to Positive Word of Mouth through Social Media“. Doctoral diss., 2017. http://hdl.handle.net/2286/R.I.45006.
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abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites. Furthermore, I find that consumer perceptions of response personalization lead to judgments of company effort and that these two elements mediate the effect of response on consumer satisfaction. In Chapter 2, using a dataset of firm responses to positive consumer feedback on Twitter (tweets) from 79 apparel retailers, I find that company responses to positive consumer tweets can generate consumer engagement behavior in the form of continued interaction. Company responses that use consumer-oriented language increase the likelihood of consumer interactivity. However, this effectiveness depends on whether the consumer's audience is the company or their broader network of followers. I also show that, in some conditions, companies achieve higher consumer engagement by personalizing responses with the consumer's name. Together, the findings from these two chapters point to the need for companies to strategically practice positive eWOM management, both to promote consumer engagement behaviors and to avoid the negative outcomes associated with unresponsiveness.Dissertation/Thesis
Doctoral Dissertation Business Administration 2017
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Liao, Chien-Ju, und 廖倩汝. „The impact of customer knowledge and relationship marketing on the new product development performance -Base on Digital Content industry“. Thesis, 2004. http://ndltd.ncl.edu.tw/handle/58238600776714939106.
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碩士國立中正大學
企業管理研究所
92
To enter the century of knowledge-base, the innovative ability is the most important to keep advantage of competition for most organizations. Focusing on customer avail is more important than technology for the successful innovation. This study examines the performance of new product development (NPD) impacted by three critical factors, including customer knowledge, relationship marketing and the moderating impact of relationship marketing. This thesis bases on the resource dependence theory and the extant literatures in new product development of customer orientation to integrate the customer knowledge management and relationship marketing This study aims to provide more detailed insights into the development process activities within a single sector, the Digital Content industry. This sector is practically important as symbolized both knowledge economy and digital economy. We investigated 3 project leaders with personal interviewing method. At the same time, we mailed 253 questionnaires of e-mail survey, and there were 68 efficiency projects responded. A number of interesting results emerge. First, the tacit customer knowledge is found to be a significant factor contributing to performance of NPD. It means that the firms know deeper customer demands and preferences, so the product will be met the customer needs. Second, the firms need to get more and more customer knowledge from the outside of organizations, because the Digital Content industry is new and developing. But it’s ineffective in performance of NPD. However, there are abundant internal recourses to get deeper customer knowledge would contribute to performance of NPD. Finally, we find a positive relationship between relationship marketing and performance of NPD also it’s a moderating impacting in relationship marketing between customer value knowledge and performance of NPD. Thus, it’s a contributing factor in performance of NPD that the firms maintain the friendly relationship with their customer could get much tacit customer knowledge.
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Hung-WeiHuang und 黃宏蔚. „Research of the relationship among Brand Image, Service Quality, Technology Acceptance Model, Customer Satisfaction and Customer Loyalty for digital instant communication software –in case of Facebook Messenger“. Thesis, 2014. http://ndltd.ncl.edu.tw/handle/z77f2u.
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碩士國立成功大學
國際經營管理研究所碩士在職專班
102
The research focuses on Facebook Messenger users to discuss the correlation among brand image, service quality, technology acceptance, customers' satisfaction and loyalty to IM software. It took questionnaire survey from Facebook Messenger users of various age groups, and obtained 444 valid questionnaires in total to conduct data analysis and hypothesis verification via SPSS software. In addition, it contacted with 9 users to conduct the qualitative in-depth interview. Finally it compared interview content with quantitative statistical results.
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Yang, Shih-Wei, und 楊世瑋. „Research on the Relationship among Brand Image, Service Quality, Technology Acceptance Model and Customer Satisfaction and Customer Loyalty for Digital Instant Communication Software –An example of WeChat“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/rr5ex9.
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碩士世新大學
公共關係暨廣告學研究所(含碩專班)
105
This study focused on WeChat user in China area to discuss the relationship between brand image, service quality, technology acceptance, customers’ satisfaction, and customers’ loyalty of the mobile instant messaging-WeChat. And this study proposed marketing strategy to WeChat based on the result of quantitative analysis and qualitative interview. Starting at quantitative questionnaire which aimed at WeChat user in China, there 499 valid questionnaires were collected for data analysis and hypothesis verification. The quantitative data analysis includes descriptive statistics, factor analysis, reliability analysis, Pearson product-moment correlation coefficient, regression analysis, and ANOVA. Besides, according to the results and findings of quantitative analysis, this study applied in-depth interview which is a qualitative research method to supplement the shortage of quantitative analysis. The study interviewed 7 WeChat users one on one to understand their opinions. The result showed that users agreed WeChat with WeChat Pay and attached functions as well as message tools, but they did not agree with withdrawal charge, system stability, and reactivity of customer service. Additionally, brand image, service quality, and technology acceptance possessed positive significant effect for customers’ satisfaction and customers’ loyalty individually. Among the effect level of them, technology acceptance took the first place,brand image came second, and followed by service quality. Customers’ satisfaction also possessed positive significant effect for customers’ loyalty. Furthermore, the research result reveals that monthly income, identity and usage frequency of user existed deviation to the research factors, but users with different gender not showed obvious difference. Integrating the consequence of quantitative statistics and qualitative interview, this study suggests that: improving system stability and reactivity of customer service not only contributes to increase customer’s satisfaction and loyalty, but enhances service quality and brand image effectively.
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Fecha, Pedro Miguel Silva. „The Return of the Investment of the Digital Channels in Pharmaceutical Industry“. Master's thesis, 2017. http://hdl.handle.net/10316/82725.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaHealthcare trends are being reshaped, patients are becoming more independent concerning their own health and there is a dissemination in the information allied to health products or treatments. During the last years there was an increment on the investment in digital channels by the pharmaceutical industry. Digital is now taking it to the next level (ATKearney, 2015). The problem faced by many companies is how to evaluate whether their investment is profitable and whether they are communicating and catching consumers’ attention efficiently. Based on a sample of 186 sample size of healthcare costumers from a structured and revised questionnaire from more than 15 countries spread from 4 continents, it was possible to establish a correlation among the antecedents (informativeness, risk acceptance and positive attitudes toward advertising) and consequents (loyalty, WOM, purchase intention and engagement) of customer’s attitudes towards email marketing.This study was originally based in Brackett & Carr (2001) and Ducoffe's (1996) models and adapted to the this industry needs. Multiple linear regression, as well as the factor analysis and the Student’s t-test were used to test our study variables and to formulate our regression in order to assess the best results. The main results of this study encourages the implementation of new and efficient strategies by marketers so that they start to change the consumer’s attitudes towards digital channels such as email marketing and also to perform further researches into the digital channels. Also, the results reinforce the importance of establishing long term relationships with consumers once they will have more favorable antecedents of attitudes towards digital channels.
As tendências do mercado da saúde estão a ser reestruturadas, os pacientes estão a tornar-se cada vez mais independentes no que diz respeito à sua saúde e há uma aposta na disseminação de informação relativa a produtos de saúde e tratamentos. Durante os últimos anos, houve um incremento do investimento nos canais digitais por parte da indústria farmacêutica e assiste-se, atualmente, a uma nova era digital (ATKearney, 2015).Hoje em dia, o problema enfrentado pela maioria das empresas é avaliar se o seu investimento é rentável e se a sua comunicação está a atrair a atenção dos consumidores de forma eficiente. Com base numa amostra de 186 participantes de mais de 15 países espalhados pelos 4 continentes, foi possível estabelecer uma correlação entre os antecedentes (informatividade, aceitação do risco e atitudes positivas em relação à publicidade) e os consequentes (lealdade, WOM, intenção de compra e engagamento) das atitudes dos clientes em relação ao email marketing.Este estudo foi baseado nos modelos de Brackett & Carr (2001) e Ducoffe (1996) e adaptado às necessidades desta indústria em particular.A regressão linear múltipla, a análise fatorial e o teste T de Student foram utilizados para analisar as variáveis de estudo e formular uma regressão para avaliar os resultados obtidos.Os resultados deste estudo encorajam a implementação de novas estratégias mais eficientes e capazes de melhorar as atitudes do consumidores em relação aos canais digitais, (como o email marketing) mas também a realização de estudos sobre canais digitais. Além disso, os resultados reforçam a importância de estabelecer relações a longo prazo com os consumidores, uma vez que os consumidores de longa data têm antecedentes mais favoráveis em relação aos canais digitais.
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Guilherme, Tatiana Brito. „Retail banks recommendations to properly implement marketing automation strategy?“ Master's thesis, 2017. http://hdl.handle.net/10400.14/22199.
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The concept of Marketing Automation emerged from an urge to face the major
changes brought by the fast evolution of technology and the continuous increase in
supply and demand in this field. This new modern era of marketing not only improves
marketers’ efficiency, but also gives an answer to the self-educated buyer’s demands.
In order to achieve the desired marketing results, businesses have to employ digital
marketing and communication services. These services help marketers to improve
campaigns, measuring, scoring and lead nurturing, allowing better practices of
Customer Relationship Management and strengthening relations with customers,
increasing their loyalty and providing personalized treatment, amongst other
advantages. The challenge to align Sales and Marketing can be easily met with this
new platform that gathers measurable and visible results to track the success and
measuring the Return on Investment of campaigns, while improving the quality of
leads. At the same time, the sales department can monitor interest levels in order to
close more deals.
This dissertation intends to display the main concerns and best practices to implement
Marketing Automation strategy in Retail banks.
The purpose of making a benchmark was to better understand the concept in the
banking industry, while performing a survey helped evaluating customers’ demands,
to be able to make the best recommendations regarding the proper implementation of
the strategy.
Moreover, interviews with 4 marketing experts from different banks were performed
in order to get some insights into the banking industry.O conceito de Marketing Automation surgiu da necessidade de fazer face às grandes alterações conduzidas pela rápida evolução da tecnologia e pelo aumento contínuo da oferta e da procura neste âmbito. Esta nova Era de marketing não só permite uma melhoria da eficiência dos colaboradores de marketing, como dá resposta às exigências de clientes mais sofisticados. Com a finalidade de alcançar resultados no departamento de marketing, as empresas deverão implementar serviços de comunicação e marketing digitais. Estes serviços permitem aos profissionais de marketing melhorar campanhas, medir, avaliar e consolidar leads, permitindo o desenvolvimento de melhores práticas de CRM, bem como o fortalecimento das relações com os clientes, aumentando a lealdade do consumidor e proporcionando um tratamento personalizado, entre outras vantagens. O desafio de alinhar Vendas e Marketing pode ser facilmente alcançado com recurso a esta nova plataforma que reúne resultados mensuráveis e visíveis para rastrear o sucesso e medir o retorno do investimento das campanhas, enquanto melhora a qualidade dos leads. Ao mesmo tempo, o departamento de vendas pode monitorar níveis de interesse para fechar mais negócios. Esta dissertação pretende mostrar as principais preocupações e as melhores práticas para implementar uma estratégia de Marketing Automation em bancos de retalho. O benchmark permitiu entender melhor o conceito no sector bancário, enquanto o questionário possibilitou a avaliação das exigências dos clientes, fundamentando as melhores recomendações para uma implementação correta da estratégia. Ademais, foram realizadas entrevistas com 4 especialistas em marketing de diferentes bancos para obter uma melhor percepção do sector bancário.
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HUANG, JUI-HSIUNG, und 黃瑞雄. „The Study on Relationship between a Platform for Business Digital Learning, Brand Awarness, Customers Satisfaction and Consumers` Purchasing intentions-as Applied to T Company“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/82422952652821102149.
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碩士國立高雄應用科技大學
資訊管理系碩士在職專班
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This research is mainly to explore the relationship between digital learning business platform, brand awareness, customer satisfaction and purchase intention. In this study, e-commerce platform users as the object of study, a total of 300 questionnaires were issued, 288 valid questionnaires were collected. The analytical methods of this study include descriptive statistical analysis, correlation analysis, reliability analysis, t test, single factor analysis, linear structural equation and so on. This study uses linear structural equations to validate research hypotheses, and users decide to use the main reasons for using e-commerce platforms, including convenience, ease of use, security, and brand awareness. This study explores the relevance of digital learning business platform, brand awareness, customer satisfaction and willingness to buy. The results show that customer satisfaction comes from the e-commerce platform can make users feel their ease of use and security, and brand awareness Will also affect the customer satisfaction, brand awareness is high, will help to enhance consumer awareness of perceived quality, when the brand awareness is higher, the higher the quality of consumer product evaluation, customer satisfaction will be more High, and customer satisfaction will affect the customer's purchase intention.
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Ferreira, Ana Margarida Saraiva. „Medify: A uberização do medicamento“. Master's thesis, 2019. http://hdl.handle.net/10071/21380.
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O presente projeto tem como objetivo a elaboração de uma estratégia de Marketing para uma
app de compra de medicamentos e outros produtos de saúde e bem-estar. O principal objetivo
é delinear uma estratégia para a implementação de um projeto pessoal que o autor crê, ser uma
resposta ao modelo de mercado que se segue no setor farmacêutico e simultaneamente
responder à crescente procura de serviços mobile.
O objetivo deste trabalho é identificar os principais desafios e oportunidades de disrupção, na
distribuição do medicamento. Fornecer soluções integradas que correspondam não só à
exigência do novo consumidor, mas também à necessidade de reinvenção do setor da farmácia
de ambulatório.
Assim, o autor propõe a criação de uma app (Medify) tendo por base uma plataforma que utilize
a rede de farmácias existentes, na qual o consumidor possa adquirir um medicamento ou outro
produto da Farmácia e recebê-lo num local da sua conveniência.
Para tal, foi desenvolvida uma estratégia de marketing orientada para o lançamento no mercado
desta app e delineada uma estratégia de marketing mix adequado a este novo serviço.
A estratégia apresentada, teve como suporte uma análise externa que evidenciou oportunidades
e ameaças e uma análise interna que evidenciou pontos fortes e pontos fracos. Foram
igualmente identificados os fatores críticos de sucesso e vantagens competitivas, para este
modelo de negócio.
Conclui-se que no atual mercado farmacêutico, esta funcionalidade não seria uma ameaça ao
negócio da farmácia, mas sim uma plataforma de crescimento de vendas e de engagement com
o novo consumidor.This project aims to develop a marketing strategy for the launch of an app to buy medicines and wellness products. The main objective is to outline a strategy for the implementation of a personal project that the author believes, to be a response to the market model that follows in the pharmaceutical sector, but also responds to the growing demand for mobile services. The aim of this paper is to identify the main disruption challenges and opportunities in the distribution of the drug to the consumer. Provide integrated solutions that meet not only the demand of the new consumer but also the need for reinvention of the community pharmacy sector. Thus, the author proposes the creation of an app (Medify) based on a platform that uses the existing pharmacy network, where the consumer can buy a medicine or any other product from the pharmacy and receive it at a convenient location. Subsequently, a marketing strategy was developed aimed at the launch, market penetration of a new app, and outlined a marketing mix strategy appropriate to this new service. The strategy presented had support by an external analysis that highlighted opportunities and threats and an internal analysis that evidenced strengths and weaknesses. Critical success factors and competitive advantages for this business model were also identified. It was concluded that in the current pharmaceutical market, this functionality would not be a threat to the pharmacy business, but a platform for sales growth and engagement with the new consumer.
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Römhild, Franziska Sophia. „Innovating the pharma sales model at Boehringer Ingelheim Portugal“. Master's thesis, 2013. http://hdl.handle.net/10400.14/20519.
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Boehringer Ingelheim is one of the world’s top 20 pharmaceutical companies. Its main headquarters
is in Germany. Its subsidiary in Portugal which will be focussed in this thesis, has been struggling for
the last years to keep up sales figures, not only due to economic crisis but also due to strong
regulations and changing preferences of physicians, their main target. Even though Boehringer
Ingelheim Portugal is already recovering and on the fast lane concerning their market growth, it is
still important to find new ways to continuously reach health care professionals (HCP).
This degree dissertation consequently aims at giving a broader overview of the industry’s general
background as well as of the pharmaceutical market in Portugal. Furthermore, the reader will get a
deeper insight of the company’s background and its position on the market as well as its marketing
and sales structure and its current strategies to address physicians. Current used marketing
approaches will be presented and discussed.
A market research study will provide insight on physicians changing preferences of communication
channels as well as on competitors’ actual marketing strategies. This will allow understanding
Boehringer Ingelheim Portugal’s position regarding a multichannel marketing approach in
comparison with other players on the market. Furthermore the study will give insight on trends in
the offline and online marketing area.
Overall, this thesis strives to give a better understanding on physicians’ areas of interest and their
communication preferences with pharmaceutical companies in order to find a new pharma sales
promotion model that increases the effectiveness of marketing and sales approaches towards HCP.