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Karantinou, Kalipso. "Relationship management in management consultancy:". Thesis, University of Manchester, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.490145.
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Tse, Sin Yan. "Two essays on interfirm relationship management". HKBU Institutional Repository, 2019. https://repository.hkbu.edu.hk/etd_oa/679.
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Marketing channel research has relied on a variety of theoretical perspectives to understand interfirm relationship management and governance processes between a buyer and a seller, such as a supplier and a distributor. However, conclusions arising from different theoretical perspectives sometimes can be controversial. For example, both the economic approach and the sociological approach that conventionally dominate extant marketing channel research encourage firms to commit to existing relationships. Seeking new partners increases transaction costs, and therefore can harm incumbent relationship loyalty, leading to potential exchange hazards. On the other hand, however, network theory and the resource-based view suggest that exploring new relationships can help firms gain new knowledge and capabilities that contribute to superior firm performance and competitiveness. Therefore, how marketing channel firms balance the seemingly contradictory strategies - committing to the incumbent relationship (i.e. relationship exploitation strategy) while also exploring new relationships (i.e. relationship exploration strategy) is the central theme of the thesis. By focusing on the distributor firms, the thesis investigates the issue by two essays. The first essay examines how a distributor's relationship exploration strategy and relationship exploitation strategy influence its opportunism. The research provides different boundary conditions for how to manage relationship exploration strategy and relationship exploitation strategy, including two types of uncertainties (environment uncertainty and performance ambiguity), and two types of network factors (network density and network centrality). One of the interesting findings in the first essay is that while relationship exploitation reduces opportunism as predicted, relationship exploration exerts no significant main effect. This finding demonstrates that relationship exploration strategy is not the opposite of relationship exploitation strategy; rather, it is a conceptually independent construct. The nature of relationship exploration and its effect on incumbent relationship is the subject of the second essay. A theoretical framework was thereby developed to examine how a distributor's relationship exploration strategy can enhance its own dynamic capabilities, which in turn can promote the dyadic relationship quality between the distributor and its incumbent supplier. In sum, relationship exploration is not necessarily destructive. If firms are able to develop their own dynamic capabilities in forms of absorptive capacity and innovative capability, exploring new relationships can be a constructive co-development strategy beneficial for sustaining long-term continuity in the channel dyads.
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Balogun, Foluke. "Measuring Perceptions of the Relationship Between Faculty Members and Kent State University From A Public Relations Perspective". Kent State University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=kent1248015849.
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Arndt, Oliver H. "Fähigkeiten im Customer Relationship Management /". Bamberg : Difo-Druck, 2009. http://aleph.unisg.ch/hsgscan/hm00264325.pdf.
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Voss, Julian. "Customer-Relationship-Management im Agribusiness". Göttingen Sierke, 2008. http://d-nb.info/989845397/04.
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Suárez, Néstor Mauricio. "Estrategia CRM (Customer Relationship Management)". Master's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2011. http://bdigital.uncu.edu.ar/4481.
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Realizar una propuesta metodológica que permita analizar, diseñar e implementar una estrategia CRM en las empresas de servicios públicos de Mendoza.Fil: Suárez, Néstor Mauricio. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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McGhee, Patrick. "Relationship accounts as identity management". Thesis, University of Oxford, 1987. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.670363.
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko i G. Shaban. "Customer relationship management (crm) strategy". Thesis, Вид-во СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/16796.
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Eggert, Sandy, i Norbert Gronau. "Marktüberblick : IT-Unterstützung im Customer Relationship Management". Universität Potsdam, 2005. http://opus.kobv.de/ubp/volltexte/2006/680/.
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Für viele Unternehmen hat sich der Stellenwert der Kundenbeziehung in den letzten Jahren nachhaltig verändert. Da Wettbewerbsfähigkeit häufig über die Beziehung zum Kunden definiert wird, ist den meisten Unternehmen die Bedeutung des Kundenwissens durchaus bewusst. Schon immer war die Beziehung zum Kunden für ein Unternehmen existenzkritisch, jedoch hat sich dazu die Situation auf den eigenen Absatzmärkten stark gewandelt. Durch den steigenden internationalen Wettbewerb kommt es zunehmend zu gesättigten Absatzmärkten und erhöhten Kostendruck. Weiterhin kommt seitens der Kunden ein höheres Erwartungsniveau sowie abnehmende Kundenloyalität erschwerend hinzu. Diese Gründe erfordern eine neuartige Kundenorientierung im Sinne eines umfassenden Kundenbeziehungsmanagement (engl. Customer Relationship Management, CRM).Market research : Customer Relationship Management solutions:
For many companies the importance of costumer relations has changed decisively within the last couple of years. This article illustrates the present significance of costumer relationship management and presents CMR-Systems and their general features as well as specific CMR-functions in the German-speaking market.
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© GITO mbH Berlin
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Graham, Lydia, i n/a. ""Walking together" : the elements of the retrospective construction of safety in marriages where the wife is a survivor of incest". University of Canberra. Education, 2002. http://erl.canberra.edu.au./public/adt-AUC20050411.140236.
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Many intimate relationships do not survive the process of working through
issues to do with incest. However, some relationships do well despite these upheavals.
Therefore the focus of the current study was on how lasting marriages manage to
construct emotional safety in order to maintain emotional intimacy.
The relationship issues of marriages where one partner is a survivor of incest
have not been widely researched. Yet it is in the survivor's relationship where many
issues arising from the incest may be played out.
Literature in the survivor area focuses on the need for safety and support.
Therefore, models of couple counselling may need to include these issues in their
notions of healing within the process of counselling.
This study was conducted using qualitative research methods. Focus groups
were a primary source of data. The study examined the construction of safety in longterm
intact marriages of incest survivors. This examination looked at the three-stage
model of counselling for trauma proposed by Judith Herman, and the relationship
between these three stages of healing and the construction of safety.
The research participants included female incest survivors and husbands of
survivors of incest. Participants were asked to individually make written constructions
of safety related to each of the three stages of healing. A group construction process
followed these individual constructions and differences within the written materials
were also highlighted.
Segregated groups met three times, each time concentrating on a particular stage
of healing. A single validating group of the combined women and men's groups met
later to do an overall construction of the notion of safety.
Results indicate that emotional safety is indeed an important issue for both
partners in relationships where the wife is a survivor of incest. There are differences
between survivors and partners about the significance of the three stages. A model of
the retrospective construction of safety has been developed. This model includes the
important elements of the experience of emotional safety that arose. These elements
were knowledge, negotiated control, negotiated trust, communication, how anger is
managed and directed, and managing the difficult times and issues such as the times of
the disclosure of incest.
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Sakurai, Hideko. "Social Rationality of Islamic Management : Reevaluation of Relationship-Oriented Management". 名古屋大学大学院経済学研究科附属国際経済政策研究センター, 2012. http://hdl.handle.net/2237/16289.
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Feliciano, Ana Rita Lemos. "Mobile Customer Relationship Management : questões de privacidade". Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11221.
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Mestrado em Ciências EmpresariaisAs tecnologias de informação permitem um maior contato entre a organização e o cliente, como também auxiliam a perceber as necessidades e as preferências dos clientes, resultando na adoção de estratégias de Marketing com o objetivo de fidelizar o cliente. A gestão de relacionamento com o cliente (CRM - Customer Relationship Management) ajuda as organizações a satisfazer o cliente através de um relacionamento próximo. A gestão móvel de relacionamento com o cliente (MCRM ? Mobile Customer Relationship Management) funciona como uma ferramenta mais rápida e eficaz para publicitar os produtos e serviços das organizações. No entanto, existe uma questão fulcral nestes processos que é a privacidade dos utilizadores\clientes. Assim, este trabalho tem como objetivo perceber como são utilizadas as informações pessoais dadas às organizações através de aplicações móveis que podem influenciar na publicidade que se recebe de novos produtos e serviços, assim como, perceber a preocupação e importância que a privacidade tem para os utilizadores de aplicações móveis.
The information technologies allow greater contact between organization and customer, but also help to understand the needs and preferences of customers, resulting in the adoption of marketing strategies in order to build customer loyalty. The Customer Relationships Management (CRM) helps organizations satisfy the customer through a close relationship. The Mobile Customer Relationship Management (MCRM) works as a tool faster and more effective to advertise products and services of organizations. However, there is a major issue in these cases is that the privacy of users \ clients. Thus, this study aims to understand how it is used the personal information given to organizations through mobile applications that may influence the advertising we get from new products and services, as well as understand the concern and importance to the privacy of the users has to mobile applications.
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Greve, Goetz. "Erfolgsfaktoren von Customer-Relationship-Management-Implementierungen /". Wiesbaden : Deutscher Universitäts-Verlag, 2006. http://dx.doi.org/10.1007/3-8350-5705-7.
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Hedin, Magnus, i Niklas Sjöblom. "Customer Relationship Management och dess implementeringsproblem". Thesis, Uppsala University, Department of Business Studies, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7574.
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Felix, Amoah. "Customer relationship management practiced by KOSAB". Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008046.
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Customer relationship management (CRM) presents a new paradigm shift to the old traditional marketing strategies that are known and practiced by many organisations in South Africa and across the globe. Competition is not an excuse for failure anymore. Organisations that do not have any concrete strategies in dealing with the customer will not survive in the market. The ultimate goal of CRM is to enable organisations to forge closer ties with the customer so that a solid bond can be created to enhance loyalty and satisfaction. The goal for this research was to identify the CRM strategies used by a single organisation and thereafter suggest improvements to enhance customer loyalty. The results of the study could assist the management of the organisation to improve the CRM strategies which will hopefully enhance retention and prevent customer attrition. A literature review was conducted to unveil various elements of CRM, and strategies that can attract and retain customers. It helped in identifying themes for the empirical study. An in-depth interview was conducted with the general manager of the organisation to gauge his perception, and CRM practices in the organisation. An interview guide was used during the interview process. Four main topics namely: implementation of CRM, customer loyalty, customer complaints and conflict, and employees training and motivation were utilised for the interview guide and followed by further probing. Based on the responses obtained, analyses were made by comparing the responses to what literature revealed so that shortcomings could easily be identified.The study revealed that there were several inconsistencies with what was practised by the organisation and what the literature study revealed. Bearing in mind the shortcomings identified in the empirical study, the researcher made the following recommendations. The CRM implementation approach needs to be carefully planned with a clear defined vision and mission statement that focus on customer centredness. The organisation needs to invest in modern and innovative channels of communication and strategic partnership to reach the right customer. The organisation has to develop effective market segmentation and targeting to know the customer well. Consistent and highly relevant customer experiences should be drawn-on to fulfill the organisation’s promise of trust and reliability. The organisation should adopt competitive pricing strategy to limit customer sensitivity on price. The organisation should invest in employees’ development and welfare. Further research can be conducted to investigate the perception of other food retailers on the CRM strategies practiced. Further research can also be conducted in the organisation to investigate the perception of employees and customers on the CRM strategies practised.
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Rentzmann, René. "Text mining im Customer-relationship-Management". Hamburg Kovač, 2007. http://d-nb.info/987473808/04.
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Rentzmann, René. "Text Mining im Customer Relationship Management /". Hamburg : Kovač, 2008. http://www.verlagdrkovac.de/978-3-8300-3510-7.htm.
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Greve, Goetz. "Erfolgsfaktoren von Customer-Relationship-Management-Implementierung". Wiesbaden : Deutscher Universitäts-Verlag, 2006. http://www.gbv.de/dms/zbw/510620310.pdf.
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Wong, Ka-kuen, i 黃嘉權. "Stochastic models for customer relationship management". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2004. http://hub.hku.hk/bib/B30289968.
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Ligthelm, Verina. "Customer relationship management solutions in organisations". Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/52753.
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Thesis (MBA)--Stellenbosch University, 2002.ENGLISH ABSTRACT: "Globally, businesses invested about $8 billion in hardware, software and external services in 1999 to design and implement eCRM solutions. And these investments will grow to over $38 billion by 2003. We also see that it is happening everywhere from New York City to Sydney and Frankfurt to Seoul and Rio de Janeiro." Stanley A. Brown (2000:xiii). The ever-changing global environment brings new challenges and opportunities to the business environment. These rapid changes in the marketplace force companies to reconsider the ways in which they do business. Companies will not be able to avoid macro-environmental scanning and scenario planning. Companies that will survive in this unpredictable arena must develop skills to become faster and more efficient. The most significant changes and challenges will be in new competition faced by companies (for example, from previously unexpected sectors) and in changes in customer demands. Recent rapid technological developments have created new methods of doing business, resulting in new markets and new business practices. The world-wide market place now allows customers to obtain price and quality information readily and reliably - 24 hours a day, 7 days a week. Companies will not be able to gain and retain competitive advantage by developing skills in only one area. 'Customers are increasingly difficult to satisfy and require quality, promptness and realistic prices for products and services. Customers prefer to be treated as individuals with individual needs and requirements, and not as part of the mass-market. Segmentation alone will not assist companles per se - implementation of the segmentation supported by specific business processes and technologies will result in the required shift from a product-orientated approach to a market-orientated approach. A business objective for companies in the New Economy must be to increase customer retention, leveraged by a customer-driven focus. An increase in customer retention will benefit the company - it is more expensive to acquire new customers than retain an existing customer base. This study argues that a customer-driven focus supported by the latest ecommerce processes and technology will assist companies in gaining and retaining a competitive advantage. The study will focus on the successes, and factors contributing to these successes, of Customer Relationship Management (CRM) software implementation. In addition to the above, the study will focus on the reasons why ROl (Return on Investment) on CRM implementation projects is inadequate in many cases. A further objective of this study will be to describe the main reasons why up to 60% of CRM implementations fail at first pass, and examine how to reduce this percentage significantly. The study will finally demonstrate that the critical question for managers is not whether a CRM system is necessary, but which products to implement and which factors to take into account before implementing the project.
AFRIKAANSE OPSOMMING: "Globally, businesses invested about $8 bill/ion in hardware, software and external services in 1999 to design and implement eCRM solutions. And these investments wil/ grow to over $38 billion by 2003. We also see that it is happening everywhere from New York City to Sydney and Frankfurt to Seoul and Rio de Janeiro." Stanley A. Brown (2000:xiii) Die deurlopend veranderende wêreld veroorsaak dat daar gedurig nuwe uitdagings en geleenthede in die besigheidswêreld ontstaan. Hierdie skielike veranderinge dwing besighede om in diepte te kyk na die manier waarop hulle besigheid doen. Dit sal onwys wees vir besighede om makro-ekonomiese vooruitskatting en scenario-beplanning te vermy. Besighede wat in hierdie onvoorspelbare omgewing wil oorleef, sal vaardighede moet ontwikkel om ratser en meer effektief te wees. Die ingrypendste veranderinge en uitdagings sal wees in die vorm van nuwe kompetisie waardeur besighede bedreig sal word - byvoorbeeld uit voorheen onverwagte sektore - asook veranderinge in verbruikersbehoeftes. Snelle tegnologiese ontwikkeling het nuwe besigheidsmetodes tot stand gebring, met gevolglike nuwe markte en nuwe besigheidspraktyke. Die wêreldmark maak dit nou vir verbruikers moontlik om inligting vinnig en betroubaar in die hande te kry - 24 uur per dag, 7 dae per week. Besighede sal nie 'n kompeterende voorsprong kan realiseer deur vaardighede in slegs een area te ontwikkel nie. Verbruikers is toenemend moeiliker om tevrede te stel, en dring aan op kwaliteit, flinkheid en realistiese pryse vir produkte en dienste. Verbruikers wil behandel word as individue met individuele behoeftes en nie as deel van 'n gesiglose massa nie. Segmentasie alleen kan besighede nie in hierdie verband help nie - die noodsaaklike skuif van 'n produkgeorienteerde benadering na 'n markgeorienteerde benadering sal teweeggebring moet word deur segmentasie wat ondersteun word deur spesifieke besigheidsprosesse en tegnologieë. Besighede in die Nuwe Ekonomie sal hulle ten doel moet stel om verbruikers te behou. Hierdie doelwit moet onderlê word deur 'n verbruikergedrewe fokus. 'n Toename in die behoud van verbruikers is voordelig vir die besigheid, aangesien dit duurder is om nuwe kliënte te werf as om 'n bestaande kliëntebasis te behou. Hierdie studie maak die aanspraak dat 'n verbruikergedrewe fokus, ondersteun deur die mees moderne e-handel prosesse en tegnologieë, besighede sal ondersteun in die verkryging en behoud van 'n kompeterende voorsprong. Die studie sal fokus op die suksesse, en die bydraende faktore tot sukses, wat kan volg op die implementering van spesifiek sagteware vir Kliënteverhoudinge Bestuur (Customer Relationship Management of CRM). Die studie sal verder fokus op die redes waarom die Opbrengs op Belegging (Return on investment of ROl) vir CRM implementasie projekte dikwels ontoereikend is. Die studie sal ook die hoofredes aangee waarom soveel as 60% van alle CRM implementasies met die eerste poging misluk, en ondersoek sal gedoen word na stappe om hierdie persentasie aansienlik te verminder. Die studie sal uiteindelik aan die hand doen dat die kritiese vraag vir bestuurders nie is óf 'n CRM stelsel noodsaaklik is nie, maar watter produkte geïmplementeer moet word, en watter faktore in ag geneem moet word voor implementasie.
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Голишева, Євгенія Олексіївна, Евгения Алексеевна Голышева i Yevheniia Oleksiivna Holysheva. "Relationship management of ukrainian enterprises-innovators". Thesis, ТОВ «ТД «Папірус», 2011. http://essuir.sumdu.edu.ua/handle/123456789/28058.
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Hou, Pingyu. "Customer relationship management for banking system". CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2635.
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The purpose of this project is to design, build, and implement a Customer Relationship Management (CRM) system for a bank. CRM BANKING is an online application that caters to strengthening and stabilizing customer relationships in a bank.
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Lowther, Dwain Eldred. "Customer relationship management: A financial perspective". CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2694.
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This paper focuses on methods for financial institutions to perform precise customer level analysis to anticipate customers' evolving financial needs and maximize the lifetime value of each customer relationship. The paper proposes software packages that analyze customer relationship management from a financial perspective.
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CESARANI, MAURIZIO. "Global Network, Outsourcing and Relationship Management". Doctoral thesis, Università degli Studi di Milano-Bicocca, 2015. http://hdl.handle.net/10281/88619.
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La globalizzazione ha reso le relazioni di concorrenza sempre più importanti e dinamiche. Le grandi imprese globali hanno creato dei network d’impresa per far fronte all’elevata competitività dei mercati e per ottimizzare i processi produttivi e distributivi. In particolare dal punto di vista produttivo, risulta sempre più comune il ricorso all’outsourcing di prodotti e funzioni verso i partecipanti del network. Risulta quindi vitale l’organizzazione e la gestione delle relazioni con i fornitori e con gli outsourcing partner. In questo senso, l’outsourcing partner assume un ruolo attivo e competitivo: non deve solo fornire un prodotto o servizio ad un costo minore, ma anche integrarsi nel sistema di valori e competenze dell'impresa.Abstract eng Globalisation has made the competitive relationships increasingly important and dynamic. Big corporations have created global business networks to tackle the high competitive markets and to optimize the production and distribution processes. Particularly from the point of view of production, it is increasingly common the use of outsourcing of products and functions to the participants of the network. It is therefore vital organizing and managing relationships with suppliers and with outsourcing partners. In this sense, the outsourcing partner takes an active and competitive role: it must not only provide a product or service at a lower cost, but also integrate with the system of value and competences of the company.
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Melo, Miguel Araújo Tavares de. "Fan Relationship Management : um estudo de caso de uma organização desportiva". Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21123.
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Mestrado em Gestão de Sistemas de InformaçãoNuma era onde os avanços tecnológicos têm impactado diversos setores de atividade, as organizações procuram encontrar diversas formas de obter vantagens competitivas face à sua concorrência. Neste sentido, um dos setores onde se têm assinalado grandes mudanças é o desportivo. Contudo, e apesar de muitas organizações desportivas disporem de elevados volumes de informação, estas não implementam as estratégias adequadas que lhes permitam o aumento das receitas e da sua reputação num panorama social. Assim, surgiu a necessidade destas organizações reorientarem o foco da sua visão e da sua estratégia para o coração do seu negócio: os adeptos. Deste modo, o foco passa por criar, desenvolver e melhorar as relações com estes, expandindo a marca e aumentando o grau de lealdade da massa associativa, com a finalidade de aumentar receitas e de desenvolver um ambiente saudável em torno da organização. Neste trabalho, que teve por base um estudo de caso a uma organização desportiva, irá ser abordado o conceito de Fan Relationship Management, a forma como a visão e os sistemas de informação da organização impactam as relações com os adeptos e, ainda, as estratégias que devem ser adotadas para aumentar a lealdade destes. Assim, foram realizadas entrevistas e um questionário aos adeptos. Os resultados destas abordagens foram positivos, permitindo concluir que a estratégia da organização está bem definida e focada nos adeptos, as campanhas têm aumentado a lealdade dos adeptos, existe uma elevada intensidade de interação dos adeptos para com o clube e, finalmente, os adeptos sentem-se reconhecidos pelo clube.
In an era where technological advances have affected several sectors of activity, organizations are seeking to find different ways to gain competitive advantages. In this context, one of the sectors where some of the biggest changes have been noted, at the level of the instruments and processes used, is the sports. However, and despite the fact that many sports organizations have high volumes of information, they do not implement the appropriate strategies to increase revenues and their reputation in a social panorama. Thus, the need arose for these organizations to refocus their vision and strategies on the heart of their business: their supporters. This way, the focus is on creating, developing and improving relationships with them, expanding their brand and increasing the level of loyalty of the associative mass, with the aim of increasing revenues and developing a healthy environment around the organization. This paper, which was based on a case study of a sports organization, will discuss the concept of Fan Relationship Management, the way the vision and information systems of the organization affect the relationships with the fans and the strategies that should be adopted to increase their loyalty. To achieve this, interviews were conducted and a questionnaire to the supporters. The results of these approaches were positive, concluding that the organization's strategy is well defined and focused on the fans, the campaigns have increased their loyalty, there is a high intensity of interaction of the fans with the club and, finally, they feel recognized by the club.
info:eu-repo/semantics/publishedVersion
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Gunasegaran, A. "Employee relationship planning (ERPII)". Thesis, Coventry University, 2009. http://curve.coventry.ac.uk/open/items/b2f96d06-6463-b900-a09b-693f3e988b09/1.
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By triangulation of three longitudinal case studies with change leader practitioner survey, this research identified the following seven generative Employee Relationship Planning (ERPII) management strategies: 1. People Strategy 2. Capital Strategy 3. Information Strategy 4. Experience Strategy 5. Opportunity Strategy 6. Crisis Strategy 7. Result/Reward Strategy ERPII management strategies may facilitate development of organisational cultures where management enables employees to become aware of relevant capital, information, experience, opportunity and crisis situations to attain the result/reward of their collaboration and participation in business process reengineering activities for continuous improvements. These ERPI management strategies may facilitate practical application of current approaches in positive leadership, Emotional Intelligence, Spiritual Intelligence, Appreciative Inquiry and Kaizen.
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Constable, Stephen J. "Relationship quality and relationship value as key drivers of relationship satisfaction and long-term orientation in buyer-seller relationships : the case of the UK electrical and electronics industries". Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20873/.
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This study focuses on two aspects of business-to-business relationships, relationshop quality and relationship value. Crosby et al. (1990) suggest that the quality of the relationship determines the probability of continued exchange between buyer and seller. Following Crosby et al.'s (1990) ground-breaking relationship quality study some important dimensional issue remain. The dominant conceptualisation of relationship quality defines it as a higher-order construct consisting of either outcome or process dimensions. The outcome dimensions of relationship qualoty have been examined extensively in the literature, whilst the process dimensions have received limited attention. The literature indentifies the need for a better understanding of how relationship quality is developed in business-to-business exchange. Therefore a vital first step for the current study is the development of a process conceptualisation of relationship quality. For the past three decades, the customer value literature has focused on the value a customer receives from the exchange of products and services. However, over the past decade researchers have begun to examine the value a customer derives from the exchange relationship itself. These studies of relationship value have focused on the tangible aspects of value such as the economic and functional benefits of a supplier relationship. The current study examines not only the tangible benefits of a supplier relationship but also the relationship's intangible benefits such as the social, emotional and knowledge benefits. Adopting a process approach to the quality of relationship between buyer and seller, the current study conceptualises Relationship Quality (RQ) as a higher-order structure consisting of a behavioural RQ and a cognitive RQ dimension. Relationship value is also conceptualised as a high-order construct consisting of a relationship benefit and a relationship sacrifice dimensions. From these conceptualisations a research and two competing models are developed and the interrelationship between constructs relationship quality, relationship value, relationship satisfaction and long-term orientation is tested. Data were collected by means of self-completion questionnaires among buyers in the UK electrical and electronic industries and analysis was conducted using the structural equation modelling techique PLS. The findings suggest that relationship quality is a determinate of relationship value and both have a direct and indirect effect on relationship satisfaction and long-term orientation. Through the improved conceptualisations of relationship quality and relationship value and the development and testing of theoretically grounded research and competing models, the current study provides and original contribution to scholarly literature. In addition, a contribution has been made to business practice, through the advancement of normative managerial guidelines to aid decision-making when managing long-term customer relationships.
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Simmons, Robert Lee. "The Relationship Between Customer Relationship Management Usage, Customer Satisfaction, and Revenue". ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1451.
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Given that analysts expect companies to invest $22 billion in Customer Relationship Management (CRM) systems by 2017, it is critical that leaders understand the impact of CRM on their bottom line. The purpose of this correlational study was to investigate potential relationships between the independent variables of customer satisfaction and CRM utilization on the dependent variable of business revenue. The service-profit chain formed the theoretical framework for this study. The study population included 203 service branches for an industrial equipment manufacturer in North America. The service director for the subject organization provided the data for the study via data extracts from the company's corporate database. Some branches were eliminated, leaving a total sample size of 178. The results of a multiple linear regression analysis showed that the proposed model could significantly predict branch revenue F (2,175) = 37.321, p < .001, R2 = .298. Both CRM use and customer satisfaction were statistically significant, with CRM use (beta = .488, p < .001) showing a higher contribution than customer satisfaction (beta = -.152, p = .021). This study provides evidence to business executives that CRM use has a strong positive influence on revenue. Additionally, this study supports the findings of other studies that show a point of diminishing returns in improved customer satisfaction. This study contributes to positive social change by allowing firms to make better decisions with their investment dollars and by increasing CRM utilization through cause-related marketing.
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Kittelberger, Tess. "The relationship between hotel managers' communication styles and subordinate employee attitudes and personal relationships /". Online version of thesis, 2009. http://hdl.handle.net/1850/8481.
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Nabseth, Marie, i Brink Andrea Celing. "Customer Relationship Management : En studie om organisatoriska framgångsfaktorer och hinder vid en implementation av ett Customer Relationship Management". Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-356372.
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Customer Relationship Management (förkortas CRM) är en affärsstrategi som möjliggörs med hjälp av teknologi och används av företag för att registrera samt hantera data och interaktioner med sina dåvarande, nuvarande och potentiella kunder. Att implementera ett CRM-system kräver ofta mycket engagemang och jobb. På grund av den stora omfattningen finns det utrymme för att saker kan gå fel. Studien avser att undersöka vilka organisationella framgångsfaktorer och hinder det finns när ett företag implementerar ett nytt CRM-system i sin organisation. Studien är en förklarande fallstudie som undersöker flera fall av CRM- implementationer med syfte att ställa dem mot varandra för en jämförelse. Empirin som studien bygger på har samlats in via flera intervjuer. Studien resulterar i ett antal definierade organisationella framgångsfaktorer och hinder som kan hjälpa både företag som implementerar ett CRM-system samt CRM-leverantör att utföra en lyckad implementation. Slutsatsen är därav att det finns ett flertal faktorer som påverkar resultatet av en CRM- implementation.
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Wu, Xueying, i Jingfang Zhao. "Relationship Management of key Customers - in B2B". Thesis, Jönköping University, Jönköping University, Jönköping International Business School, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9557.
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Sperl, Friederike. "Customer-Relationship-Management profitabilitätsorientierte Bindung von Wohnungsmietern". Köln Immobilien-Manager-Verl, 2009. http://d-nb.info/995824495/04.
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Gallinaro, Jacopo <1991>. "Customer Relationship Management in the airline industry". Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11495.
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In the last few decades the concept of Customer Relationship Management has assumed a major role within certain firms which did not want to renounce to the opportunities deriving from the right understanding of customers’ needs and priorities. The choice to analyse the CRM concept applied to the airline industry has been dictated by the awareness that, in today’s fiercely competitive market, a strategy based mainly on price reductions is no longer a reliable source of competitive advantage for airlines. Rather, a customer-centric strategy on consumer attention is nowadays considered an essential element for airlines companies to differentiate their own offering from that of competitors. The analysis, furthermore, will demonstrate that such a customer-oriented approach, through CRM systems, if properly structured and implemented, can lead to concrete benefits both for airlines, in terms of process efficiency and revenue improvement, and for passengers, in terms of customer satisfaction.
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Giasi, Elena <1991>. "Electrolux Spa approach to Supplier Relationship Management". Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13422.
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Questa tesi si basa sulla mia esperienza come stagista presso l’officio acquisti EMEA in Electrolux Italia Spa a Susegana, Treviso (Italia).
Electrolux è una compagnia svedese che produce grandi e piccoli elettrodomestici per uso domestico e professionale. L’argomento di questa tesi sarà un’analisi critica di un progetto dal nome “Service 360” che ha l’obiettivo di sviluppare un approccio preventivo affinché i fornitori siano in grado di garantire a pieno il volume di componenti richiesti, grazie alla rilevazione dei possibili rischi che possono interferire con l’attività di fornitura, lavorando in parallelo con il miglioramento della relazione coi fornitori.
La tesi include un’introduzione del contesto Electrolux ed del progetto in questione. Ci sarà un’analisi della letteratura sulla gestione dei fornitori in termini di rischio e relazione le cui “best practices” e teorie suggerite, verranno paragonate con la situazione Electrolux. L’analisi comprende anche la messa in evidenza di ciò in cui Electrolux risulta carente e dovrebbe cambiare in meglio. Qui si introduce quindi il progetto Service 360 che sarebbe una risposta alle necessità dell’azienda, come il migliorare la comunicazione coi fornitori e la condivisione delle rispettive KPIs, di sviluppare una scorecard di valutazione per i fornitori e l’esigenza della presentazione di un business continuity plan da parte degli stessi. Il finale della tesi è dedicato alla discussione, conclusione e possibili implementazioni future del progetto.
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Sölgén, Samuel, i Daniel Wiklund. "Customer Relationship Management Strategy in Swedish Football Clubs". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6071.
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Aim of the Thesis: To investigate the practice of using a CRM strategy in football clubs by comparing earlier successful and unsuccessful CRM implementations by football clubs and study fan relationship theories in a large Swedish football club, thereby presenting guidelines on how to further develop a CRM strategy in a Swedish football club.
Methodology: A quantitative approach and a qualitative approach have been used, first collecting empirical data on supporter views through a questionnaire further strengthened by gathering empirical data through an interview. The quantitative data has been presented with descriptive statistics and the qualitative data has been analyzed using a realist approach.
Theoretical Perspectives: A literature review has been conducted and resulted in a theoretical framework illustrating the concepts of benefits and risks with CRM, fan relationship marketing, CRM implementation process, CRM systems in football clubs, and supporter loyalty. A research model, “FRM implementation process” has been developed from the theoretical findings.
Empirical Data: The quantitative empirical data has been collected by distributing a questionnaire to supporters of AIK Fotboll. The qualitative empirical data has been collected through interviews with the head of sales and marketing within AIK Fotboll AB.
Conclusion: A CRM strategy can benefit Swedish football clubs in areas such as to better capture customer data, better communication between the club and its supporters and provide customized offers as long as the supporters are informed about the changes in strategy. In order for Swedish football clubs to successfully implement a CRM strategy they need to ensure adequate financing and management commitment since an unsuccessful implementation can be devastating to a Swedish football club’s finances.
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Lundgren, Emilie, i Yamila Mingo. "Faktorer som påverkar kunders relation till ICA". Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-21962.
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Lönnevik, Helena, i Fiorella Piedra. "Luxury Customer Relationship Management : Customer loyalty through a luxury perspective". Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-72857.
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Bakgrund och problemdiskussion: Lyxvarumärkesföretag har börjat undersöka implementering av en strategi som erbjuder livslångt kundvärde. De har även visat intresse som tyder på att de vill tillämpa CRM-policys men är osäkra till hur stor del den går att tillämpa inom lyxindustrin. Vi har med inspiration från artikeln ”Is CRM for Luxury brands?” Cailleux, Mignot & Kapferer (2009) konstaterat att det existerar ett problem med den traditionella CRM som inte förstår ”luxury management” och de exakta implikationerna. Då begreppet CRM anses vara otillräcklig samt bristande vid tillämpning på lyxvarumärken anser vi att CRM inte är en optimal affärsstrategi för den sortens företag. Syfte: Vårt syfte med studien är att förstärka och komplettera CRM ur ett lyxperspektiv. Ambitionen är att utveckla existerande teori samt skapa en modell som är anpassad för lyxvarumärkesföretag. Vidare vill vi även tydliggöra de skillnader som existerar mellan klassisk CRM och LCRM. Metod: Uppsatsen har en teoretisk utgångspunkt och behandlas ur en kvalitativ metod tillsammans med respondenter från fallföretaget som besitter gedigen erfarenhet och ansvarspositioner inom lyxindustrin. Slutsats: CRM är inte en tillräcklig strategi att applicera mot lyxvarumärkesföretag då den inte är justerad för att tillgodose lyxvarumärkesföretagens plattform. Den utvecklade teorin LCRM har testats genom en empirisk studie och verifierats till att vara en lämplig strategi för lyxvarumärkesföretag. Genom en tillämpning av LCRM kan lyxvarumärkesföretag nå en ökad kundlojalitet ur ett långsiktigt perspektiv.Background and problem discussion: Luxury brands have begun to explore the benefits of an approach to create lifelong customer value. They have also shown interest in implementing CRM policies but are unsure how suitable it is for their market. The article “Is CRM for luxury brands?” Cailleux, Mignot & Kapferer (2009) has been used as an inspiration in this study as the article has found that the existing traditional CRM does not understand "luxury management" and the precise implications, i.e., how luxury brands want to expand while maintaining their prestige. Since the concept of CRM is considered to be insufficient and inadequate for the purposes of luxury brands, we believe that CRM is not an optimal business strategy for the type of business. Purpose: The purpose with this study is to enhance and supplement the strategy CRM to meet the luxury industry needs. The ambition is to develop existing theory and create a model that is suitable for luxury brands. Further, the purpose is to clarify the differences between CRM and LCRM. Method: The paper is theoretically based with a qualitative approach with respondents in leader positions and extensive experience within the luxury industry. Conclusion: CRM is an insufficient strategy to apply for businesses within the luxury industry because it does not understand the platform of a luxury brand. The developed theory LCRM has been tested through an empiric study and has been verified as a suitable strategy to apply for luxury brands. Through an implementation of LCRM luxury brands can achieve a higher customer loyalty in the long run.
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Broman, Johanna, i Patricia Lundin. "CRM systems management and use : From retail stores perspective". Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-17125.
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The purpose of this thesis is to explore how stores in the retail sector and in business to consumers´ relations, are engaged in the CRM systems use and management. The purpose is also to see if the information that is gathered by the headquarters is transferred down to the stores. The research follows a realistic philosophy combined with an abductive approach and a qualitative method. The choice of design to this research was an exploratory research combined with a case study strategy over a cross-sectional time horizon. The data was collected through semi-structured interviews with managers in the six different retail stores. The findings from this thesis showed various results when it came to the use of the CRM system and the amount of information that the stores got access to from the headquarter/partner. None of the stores managed their CRM systems themselves, it was only managed by the headquarters or partners of the retail chains. The amount of information that was transferred down from the headquarters or partners, affected how much the stores used the CRM system. The stores that got much information had more knowledge about the CRM system and used it a lot more than stores that got less information. The limitations that can be found in this thesis is that it is only a small amount of stores within the retail market that has been examined, this might give a misleading result for the rest of the retail market and the global market as whole.
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Keating, Michelle. "Major League Baseball Franchises and Their Minor League Players, Maintaining a Relationship on and off the Field". [Tampa, Fla.] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002384.
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Selk, Bernhard. "Entwicklung einer integrativen Informationssystemarchitektur für Customer-relationship-Management und Supply-chain-Management". Hamburg Kovač, 2005. http://www.verlagdrkovac.de/3-8300-2075-9.htm.
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Gerlach, Sabine. "Relationship Management im Agribusiness". Doctoral thesis, 2006. http://hdl.handle.net/11858/00-1735-0000-0006-AB7B-8.
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Yang, Han-Ju, i 楊涵如. "Effects of Customer Management Relationships and Relationship Benefits on Relationship Quality and Loyalty". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/97325360688436851640.
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碩士國立中興大學
高階經理人碩士在職專班
95
As marketing entered the 1990s things appeared to be going from bad to worse. Companies were beginning to question the large expenditure on marketing without a m- easurable return on investment that had been assumed in past decades. Most western co- untries were becoming largely service-led economies,so it has to be stressed that the iss- ue of perceptive gaps between customers and companies. It was frequently acknowledg- ed that customer supremacy, the central tenet of marketing, although rational in principl- e was fawed in practice. The present study aims to investigate the effects of customer management relati- onships and relationship benefits on relationship quality and loyalty.According to New- ell (2003), customer management relationships including two dimensions：customer par- ticipation and high permission intensity. Base on Hennig-Thrau et al.,(2002), these vari- ables were further categorized into two or three dimensions. That is, relationship benefi- ts consist of confidence benefit, social benefit ,and special treatment benefit, whereas relationship quality in composed of satisfaction and commitment. In respect of experiment, our study targets at customer who accept bank or touri- st services,and we obtain 301 useful questionaires by convenience sampling. The findings are summarized as follows： 1. While the effect of social benefit on relationship quality is not significant, co- fidence benefit and social benefit positively affect the two dimensions of rela- tionship quality. 2. The two dimensions of relationship quality positively affect loyalty in which satisfaction has the strongest effect on loyalty. 3. The two dimensions of customer management relationships positively affect relationship quality. 4. While customer participation on loyalty is not significant, high permission intensity positively affect loyalty.
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Shuang, Chan Chiu, i 詹秋霜. "Applying Knowledge Management to Customer Relationship Management". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/29396268299577411575.
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碩士南台科技大學
工業管理研究所
91
The implementation of e-business applications has continuously grown in a seemingly unabated fashion worldwide. The trend in marketing toward building relationships with customer continues to grow, and marketers have become increasingly interested in retaining customers over the long run. Many companies are transforming themselves to customer-focused organizations nowadays and the importance of establishing Customer Relationship Management (CRM) to understand better what their customers want is getting more and more recognized. Knowledge Management (KM) is the process of managing organizational knowledge from creating business value that will focus on creating and delivering innovative products or services and managing relationships with existing key stakeholders in the context of Customer Relationship Management (CRM). The value of KM and CRM is well recognized by many leading companies. This study tries to demonstrate what, how, and why industry needs CRM and KM. Moreover, this study presented a conceptual model and see how KM can help CRM implementation. This study has taken a beauty enterprise as an example and focused on its franchise stores to perform a field study. The questionnaires were sent by its headquarter and all returned. There were 30 available responses from 35 franchise stores in Taiwan and 66 available responses from 70 franchise stores in China. There were some suggestions coming out as follows. 1. There is no significant difference between current and future position in all dimensions of the value compass model in Taiwan. However, there is significant difference between current and future position in value proposition design, value-added role, and reward and risk sharing dimensions of the value compass model in China. Although there is difference between Taiwan and China currently, they have the same future view on the value compass model. In the Customer connection strategies dimension, the franchise stores in Taiwan are doing better for customer connective technologies and customer economics. The franchise stores in China are doing better for customer knowledge. 2. It is important for the franchise stores in Taiwan to focus on getting more knowledge about best practices and problems through knowledge creation and share to promote hard and soft measures. The franchise stores in China should focus on getting more knowledge about products and services and markets through knowledge store and capture to promote hard and soft measures. 3. The case enterprise should focus on “select” knowledge about markets, customers, orders, and problems；”capture” knowledge about best practices and orders；”share” knowledge about best practices；”create” knowledge about problems and “store” knowledge about markets, competitors, and best practices. Moreover, this study presented a conceptual model to see how KM can help CRM implementation. The result of the study could be consulted by the other industry to create their KM and CRM framework.
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Hsu, Chu-Ling, i 許筑菱. "Total Customer Relationship Management". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/28440916250201088239.
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碩士長榮大學
企業管理學系碩士班
94
From reviewing literature pertaining to customer relationship management (CRM), most literature always focused partially issues, such as profitable customers, customer segmentation, information technology, or value creation. A comprehensive viewpoint coming out in this study is going to propose a concept of “total customer relationship management（TCRM）”, which intends to describe that CRM is not a responsibility solely belonging to a department of an organization. In this research, the quality management system model of ISO 9001:2000 is introduced as the framework companying CRM issues from reviewed literature and written documents. Since the integration of the total quality assurance system and CRM issues, CRM becomes a mission covering all members, resource, processes, and endeavor of an organization to form the TCRM conception.
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Lin, Yu-Ju, i 林育如. "The effect of customer relationship management process on customer relationship management performance—be moderated by knowledge management". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/43090603395171382097.
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碩士南台科技大學
行銷與流通管理系
94
For the market competition is fierce in recent years, the enterprises in order to keep the competitive advantage, they have to focuses on their customers. For that reason, the customer relationship management becomes very important. However, customer relationship management is a popular issue, there are few literatures discussed about the performance of the processes of customer relationship management, then the practitioners can’t understand how to evaluate the performance of customer relationship management processes. Moreover, many researchers think that customer relationship management could be implemented well if the data of customers can be used to selected and sorted by knowledge management. Although many researches suggested that knowledge management has apparent influence on performance of customer relationship management, there are not enough empirical supports to prove knowledge management how to influence the performance of customer relationship management. In this research, there are two main purposes: (1) empirically investigate the CRM performance consequences of implementing CRM processes, and (2) empirically examine whether knowledge management can influence the customer relationship management process and the performance of customer relationship management. The research questionnaires are sent to the industries in Taiwan and use multi-regression to test this research.
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Henry, Daniel D. "Consumer-brand relationships and effective management of social media". Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1497.
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Relationship marketing is an important part of the development of brands. The following report conceives the role of relationship marketing and how brands can use social networks as a key for unlocking a relationship with their consumer. This report presents the managerial implications on relationship marketing, the importance of dialogue, and social media. This report is for marketers to understand the importance of initiating, developing and maintaining a relationship with consumers and translate the concepts so that brands can successfully apply them into social networks.text
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Liu, Shu-Mei, i 劉淑梅. "The treats of chain hotel relationship oriented the knowledge management and customer’s relationship management". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/96430339486756603029.
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碩士中華大學
科技管理學系(所)
95
According to the Knowledge Management (KM) and Customer Relationship Management (CRM) can be the competitiveness’ advantage for the future enterprises, also convert both two of those managements can raise the competitiveness as key resources for enterprises in the 21st century. Besides, the tourism industry has been flush development, which causes compete rapidly in the hotel industry in Taiwan. For the hotel industry, they have focused on the customers’ satisfactions. The relate knowledge and the experience are their important assets. Therefore, this paper emphasized in the chain hotel to orient KM in chain hotel performance effect upon the CRM. In order to satisfy the customers’ needs, the chain hotel expect offer the similar and nice services to their customers. Moreover, through the KM and CRM can help the employees to solve their problems and more efficiency with their works and satisfy the customers’ needs. This paper would build up an evaluation model about oriented the KM effect upon the CRM. The input in this model is KM. The output in this model is CRM. We would like to discuss about the relation between KM and CRM. In order to conform to the real situation, this paper applies the Interpretive Structural Modeling (ISM) to confirm the relationship between all criteria. Then, this paper applied the Analytic Network Process (ANP) to calculate the weights of all criteria. In order to raise the management performance and competitiveness, this paper convert two management approach in the future improvement for chain hotels.
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Roth, Philip. "Organisering för strategisk CRM : Lärande om kundrelationer i en B2B-organisation". Doctoral thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-107120.
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In marketing research, customer relationship management (CRM) is often described as a strategy for collecting customer information through an IT- infrastructure in order to manage customer relationships (e.g. Boulding et al 2005; Keramati et al 2010; Nguyen and Mutum 2012). Most of the existing research within CRM has focused on IT-infrastructure and implementation issues rather than on how CRM can enable knowledge sharing among individuals and working teams. Difficulties regarding information and knowledge creation, as well as sharing knowledge in both formal and informal ways, are not particularly well addressed in CRM literature. Hence, this study adopts a holistic approach to CRM and aims to “Understand how a B2B-organisation organise for strategic CRM”, and “Investigate how organisational aspects can act as drivers or barriers for learning about customer relationships”. The holistic approach implies that organisational aspects (such as co-workers, organisational culture, internal processes and affordance, c.f. Finnegan and Currie 2010) should be captured and seen as integrated parts of strategic CRM together with the more tangible CRM- system. Besides that, this study attempts to answer the question, “How does a B2B-organisation work with CRM to learn about their customer relationships”. Previous research has shown that intra-organisational problems emerge when implementing and using CRM with both researchers and software providers approaching CRM from a technological perspective with a heavy emphasis on IT-infrastructure (e.g. Bohling et al 2006; Coltman et al 2011). Despite its importance, IT-infrastructure is just one aspect that managers have to consider when making decisions about implementing and organising for CRM. From previous research we can learn that organisational aspects, such as co-workers, internal processes, and organisational culture (e.g. Finnegan and Currie 2010; Jayachandran et al 2005) are important to consider when implementing and using CRM. Thus, discovering how B2B- companies organise for strategic CRM necessitates the use of a holistic approach to CRM, based on the philosophy of relationship marketing (e.g. Grönroos 2008a; Nguyen and Mutum 2012; Storbacka and Lehtinen 2000). The empirical context in this study is the accounting and auditing industry. During recent years Swedish accounting and auditing firms have faced changes in the macro environment due to changes in legislation, which hasviitransformed the industry to become more customer oriented and CRM has been brought to interest in many firms. Based on that, a third and more practitionary aimed aim for this study is to ”Identify for accounting and auditing industry relevant organisational aspects for use of CRM”.In the theory chapter I first review the philosophy of relationship marketing, highlights the differences between B2B- and B2C-contexts and shows the nature of B2B-relationships, where multiple parties often are involved in the relationship. The study then sheds light on current research streams in CRM-literature and identifies two major research streams, the technology- oriented one and an organisational-oriented one. The thesis proceeds to review information, knowledge and learning domains and integrates relevant theoretical frameworks from these research areas into CRM-literature. The theory chapter rounds off by presenting and discussing “communities of practice” as an organisational approach that enables and cultivates learning in organisations.The study adopts an explorative research approach connected to the research question and purposes and the empirical inquiry is conducted through an abductive approach and investigates a large auditing and consulting firm, a major actor in the Swedish audit- and accounting business, during the time period of 2,5 years. The empirical data is comprised of 44 meeting observations of key account teams, as well as a sales group and 31 in-depth interviews with members of the groups. Moreover, several meeting observations with members of a sales team and a responsible-advisor team were conducted in one of the auditing firm ́s local offices to provide an understanding of how CRM as an organizational strategy is adopted and used by different individuals and groups working with different types of customers.In the analysis I built on the theoretical framework and case findings to empirically identify relevant themes connected to the customer relationships, to the development and learning processes in working teams and among individuals, and to intra-organisational prerequisites and structures. The identified themes were then further analysed in order to find out how CRM as a strategic approach is used to learn about customer relationships. This study shows that managers have to integrate relevant intra- organisational aspects to be able to organise for and implement CRM with a purpose to generate learning about customer relationships in a successful way. While previous research have shown that the organizational aspects may vary depending on company-context, size and type of customers, this study suggests that managers should consider “strategic communities of practice” as an important strategy to enable knowledge sharing, and thusviiicultivate learning processes among individuals, groups and divisions. However, enabling and cultivating for strategic communities of practice is not suitable for all groups of individuals due to their work tasks, or what goals and objectives managers have with the particular group or team. This finding is important to address since CRM, when narrowly approached as an IT-infrastructure, does not capture all relevant information and results in a lot of important knowledge about customer relationships getting stuck in minds of smaller working groups - instead of being shared with colleagues in networks or communities of practice, and thus contributing to organisational learning about customer relationships. The study shows that if CRM is to act as an enabler for relationship-specific knowledge sharing, managers have to enable interactive knowledge sharing among co-workers through for example communities of practice. These interactions, along with traditional information collection are strongly needed, especially in the context of B2B-services companies. To conclude, CRM-literature have to be re-examined to further incorporate discussions regarding learning processes and knowledge sharing to target a deeper, as well as a more holistic, understanding of customer relationships.
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Silveira, Bárbara Ferreira. "O marketing relacional na esfera pública: A importância do relacionamento com o cidadão e o estudo de caso da Unidade de Atendimento Integrado da cidade de Varginha - Minas Gerais (Brasil)". Master's thesis, 2017. http://hdl.handle.net/10316/82327.
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Dissertação de Mestrado em Marketing apresentada à Faculdade de EconomiaAssuming that to the private sector the customer is the centre of business, it is fundamental that the customer becomes a permanent object of study, where the company must gain knowledge on its preferences and needs, in order to deliver a product or service with a greater added value than the competitors, thus gaining a competitive advantage. One of the great concerns of companies is to assure the customer loyalty of customers. To attain it, there are some relational marketing tools to help with this task, among which is Customer Relationship Management (CRM), with the goal of managing the customer-company relation. With the implementation of CRM, the company gathers all the knowledge about its customers, allowing to find its proximity to them. To the private sector, the customer is the citizen; and a CRM variant arises, the CzRM (Citizen Relationship Management) that manages the relation between the citizen and the public administration. The novelty in this thesis is the approach focused on the public sector, where the relation between the government and the citizen has not yet been properly explored, and the presentation of an explanatory model of CzRM. The main goal of this thesis is to check if the proposed model explains the performance of the CzRM, i.e., if the quality, the confidence, the value and the credibility are upstream of the performance of the CzRM and, therefore, upstream of Relationship Management. Secondary goal of the thesis are: first, to verify if the customer's knowledge is upstream of the variables value, confidence, credibility and quality; finally, to check if word-of-mouth is a consequence of a good Relationship Management (CzRM performance). The Integrated Service Unit (UAI) of the city of Varginha - Minas Gerais - Brazil, served as a case study to confirm the hypotheses proposed in the model. The study was based on local questionnaires (survey model), with a post analysis using the statistics software SPSS. Finally, the validity of the proposed model was checked by means of the statistical analysis carried out. This allowed to conclude that the variables quality, confidence, credibility and value are upstream of the performance of the CzRM, i.e., the performance of the Relation Management depends on these variables.
Partindo do pressuposto de que na esfera privada, o cliente é o centro do negócio, se faz necessário que ele seja sempre objeto de estudo, e a empresa deve saber seus gostos, e suas necessidades, para poder entregar um produto ou serviço com maior valor agregado que os concorrentes provendo vantagem competitiva. Uma das grandes preocupações das organizações é a fidelização dos clientes, e para alcançá-la existem algumas ferramentas do marketing de relacionamento para auxiliar nesta tarefa, entre as quais está o Customer Relationship Management (CRM) que visa gerir a relação entre cliente e empresa. Com a implantação do CRM, a organização reúne todo o conhecimento sobre clientes e percebe se está ou não próxima de seu cliente. Na esfera pública o cliente é o cidadão. Sendo assim, surge uma vertente do CRM, o CzRM (Citizen Relationship Management) que gere o relacionamento entre o cidadão e a administração pública. O diferencial da tese é a abordagem voltada ao setor público, ainda pouco explorada na questão da gestão de relacionamento entre o governo e o cidadão, e apresentação de um modelo explicativo do CzRM. A presente tese possui como objetivo principal verificar se o modelo proposto explica o desempenho do CzRM, ou seja, se a qualidade, a confiança, o valor e a credibilidade são antecedentes do desempenho do CzRM e, portanto, da gestão de relacionamento. Os objetivos secundários da tese são: primeiramente verificar se o conhecimento do cliente é um antecedente das variáveis valor, confiança, credibilidade e qualidade, e por fim verificar se o boca-a-boca é uma consequência da boa gestão de relacionamento (desempenho do CzRM). O objetivo foi verificado através de um estudo de caso na Unidade de Atendimento Integrado (UAI) da cidade de Varginha – Minas Gerais - Brasil, para confirmar as hipóteses propostas no modelo. O estudo de caso foi realizado através de questionários no modelo survey aplicados no local, e analisados posteriormente no programa estatístico SPSS Statistics. Por fim, o modelo proposto foi confirmado através das análises realizadas, portanto conclui-se que as variáveis qualidade, a confiança, a credibilidade o e valor são antecedentes do desempenho do CzRM, ou seja, o desempenho da gestão de relacionamento depende destas variáveis.
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Wu, Hsin-Ying, i 吳欣穎. "Adoption of customer relationship management". Thesis, 2000. http://ndltd.ncl.edu.tw/handle/64836770065961173163.
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碩士國立臺北大學
企業管理學系
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As the global competition become more and more intense, and the development of information technology and business management tool. Many enterprises start to face the inside and outside organizational problems, especially the customer related issues. Hence, customer relationship management has become one of the most important works of all companies. The research is focus on the model constructing of customer relationship management of enterprise. At the very beginning, the research discussed about the customer services related theory and built the base of customer relationship management model. Then we studied the real world information technology issues and consolidated the most key items for this model. Finally, both of these two parts are combined into the complete model and then been validated by the case study. There are four base customer core relationships in the complete framework, customer acquisition, customer purchasing, customer service and customer analysis. Also we can diversify them into eight customer relationship steps as current customer penetration, potential customer development, sales activity development, customer services management, call center management, customer information analysis, knowledge management build and marketing strategy adjustment. Also the information technology is used to assist the work of customer relationship management. After the complete framework has been build, the case study is used to validate this model. Different industries (financial services and general services) and different customer core relationship (customer acquisition and services analysis) has their own proper IT and management mode. All business should adopt the CRM framework by company character and demand, then they can build the most efficient customer relationship management model, create customer satisfaction and increase the profit.