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Davis, William John Gronow. "Investigating customer loyalty programmes : evolving to true customer loyalty." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85164.
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Customer loyalty programmes are widely regarded by companies as an effective means of achieving a strategic advantage over competitors and as a highly-effective platform to build lasting relationships with their most-valued customers. However, in today’s fast-paced world and loyalty-mature marketplace, customer loyalty programmes are showing signs of limited sustainability. Companies are starting to realise the importance of focusing on deeper, more meaningful, relevant and mutually-beneficial relationships with their customers in an attempt to sustain brand loyalty. The process of developing true customer loyalty involves companies adding extraordinary human level customer treatment.
The purpose of this study is to explore whether customer loyalty programmes are developing true customer loyalty amongst customers. This research study explicitly investigates the views, attitudes, beliefs and perceptions of consumers partaking in customer loyalty programmes. At the outset of the study a literature review was conducted to explore and discuss literature pertaining to the key concepts of this study, namely customer loyalty programmes and true customer loyalty. This research study initially made use of a qualitative research method in the form of a focus group. The findings from the focus group contributed to the design of the questionnaire for the survey. A survey formed the quantitative component of the research. The survey questionnaire was distributed by means of a mall intercept to shoppers in a predetermined shopping mall. The ordinal data was analysed using descriptive and inferential statistical methods.
The analysis indicated a marked disconnect between customer loyalty programmes and true customer loyalty. Customer loyalty programmes are generally regarded by customers as discount drivers rather than loyalty drivers. Customers indicated superior service, quality, trust and aligned values as key drivers in developing true customer loyalty. The majority of respondents stated that their selected customer loyalty programme was not developing true customer loyalty. The study provides a clear indication that customer loyalty programmes are not shifting attitudes that lead to ongoing behavioural change such as motivating multiple purchases.
A key recommendation resulting from this study is for companies to develop customer-centric loyalty programmes that sincerely consider the needs of the customer, rather than merely attempting to drive sales through discount initiatives masked as customer loyalty programmes.
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Dias, Ricardo. "A study of how a customer relationship management programme can assist SAB Miller improve customer service to off-trade retailers in the Nelson Mandela Metropole." Thesis, Port Elizabeth Technikon, 2004. http://hdl.handle.net/10948/183.
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A customer relationship management programme is a management tool that enables organisations to identify, satisfy and retain customers profitably by leveraging information technology. In addition to this the programme also links all the functional business units of the organisation together to operate as a single cohesive unit. This paper investigates whether or not SAB Miller should utilise a customer relationship management programme to provide off-trade retailers with world-class customer service. An important reason for this investigation is that the local beer market has experienced declining growth over the past few years. Furthermore SAB Miller which has had a monopoly in the South African beer market now faces increased competition in the premium segment of the beer market, which is experiencing growth and has good margins. In order to determine whether or not SAB Miller should institute a customer relationship management programme, a theoretical and empirical investigation was undertaken. The theoretical investigation provided a background to what components make up a customer relationship management programme and how these components are used to develop a customer relationship management strategic framework. Due to customer relationship management programmes not operating in isolation, the various key functions that support a customer relationship management programme were also introduced. Both the advantages and disadvantages of using such a programme were also introduced. The information technology aspects of the customer relationship management programme were also investigated. In terms of the empirical study it was determined that SAB Miller is not currently using a customer relationship management programme. The company, however, does make use of a tailored service package to segment their customers, to determine call frequencies by representatives, the financial needs of customers and what level of service to provide to customers. However, after conducting personal interviews with a sample of off-trade retailers in the Nelson Mandela Metropolitan Municipality, it was determined that SAB Miller and Namibian Breweries Ltd (Brandhouse) provided very similar levels of service in terms of key functions supported by a customer relationship management programme. Therefore, by introducing a customer relationship management programme, SAB Miller could enhance their service levels and profitability to off-trade retailers in the Nelson Mandela Metropolitan Municipality.
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Romão, Gustavo Manuel Carvalho. "Customer Relationship Management: uma ferramenta dinamizadora da cadeia de valor vinícola." Master's thesis, Instituto Superior de Economia e Gestão, 2011. http://hdl.handle.net/10400.5/3498.
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Mestrado Ciências EmpresariaisOs mercados no mundo actual pautam-se por um comportamento cada vez mais concorrencial e competitivo, onde as tecnologias de informação e de comunicação desempenham um importante papel na dinamização da vida empresarial e social dos agentes económicos. Esta dinamização é transversal a todos os sectores de actividade e o sector vinícola não é excepção. Esta tese explora as necessidades informacionais dos diversos actores da cadeia de vinhos (Produtor ± Restaurante ± Consumidor Final), numa lógica de Customer Relationship Management (CRM), dando especial destaque à aplicação de programas de fidelização. Em concordância com as temáticas enunciadas foram definidas três questões de investigação: (1) Quais as necessidades informacionais dos produtores de vinho e dos representantes do ramo da restauração para uma melhor gestão de relacionamentos com o cliente final? (2) Qual o veículo de comunicação mais apropriado entre estes actores (produtor, restaurante e cliente final)? (3) Como dinamizar o eixo de comunicação produtor, representante do ramo da restauração e consumidor final? A definição destas três questões teve como objectivo a proposta de uma solução de um veículo de comunicação, um cartão de fidelização, que permitisse suprir as necessidades informacionais sentidas pelos elos da cadeia vinícola em causa. E que ao mesmo tempo possibilitasse aos consumidores finais, através de um único interface,relacionarem-se com diversos agentes/marcas, tanto com produtores como com restaurantes. Para aferir tanto as necessidades informacionais dos elos da cadeia vinícola, bem como, a aceitabilidade da proposta foram realizados três tipos de inquéritos distintos, aos respectivos elos da cadeia e feita a análise dos respectivos dados. Para finalizar, e de acordo, com o levantamento de dados que foi feito, percebeu-se que as necessidades informacionais existem, e que todos os elos inquiridos da cadeia vinícola expressaram a sua aceitabilidade face à solução proposta, logo, o próximo passo seria a concretização da iniciativa proposta para que esta se possa materializar numa mobilização dos agentes da cadeia vinícola.
In nowadays the markets in which companies operate behave in a very competitive way mainly due to globalization, where informational technologies play a key role in the dynamization of corporate and social life of the economic agents. This dynamization crosses every sector of activity and the wine sector is no exception. However, in order to stay competitive each market player has to select the best way to use the available technologies and information for his benefit and for the customers benefit. In this thesis the main focus is on the application of fidelity programs, using Customer Relationship Management (CRM) methodology, in a sector of strategic importance for Portugal, such as the wine sector, and how to explore this application in order to develop organizational strategies. In this context, the research questions were: (1) Which are the informational needs of the wine producer and the restaurant owner in order to have a better interaction with the customer? (2) Which would be the best communicational vehicle between producer, restaurant owner and customer? And (3) how to dynamize the interactions between this value chain? The final goal of this thesis was the proposal of a communicational vehicle, a fidelity card, which allowed the producer, restaurant, owner and customer to suppress their informational needs, and at the same time allowing the customer to interact with multiple agents (producers and restaurants) simple by having this interface. To asses this needs and the acceptability of the proposal, three types of surveys have been conducted to stakeholders of this value chain and the results and conclusions demonstrated. To summarize, and according to the analyzed data, we can conclude that the informational needs exist and are felt through all in the wine value chain as well as the willing to implement the proposed solutions, so the next step would be to materialize the incentive in a way that mobilizes the wine sector.
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Ayoubi, Latifa. "L'influence de la fidélité à la marque et de la fidélité au programme relationnel sur l'attitude des clients (cas des banques)." Thesis, Nice, 2016. http://www.theses.fr/2016NICE0009/document.
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L’objet de cette recherche est d’améliorer la compréhension de la construction de la fidélité en fonction de son objet : à la marque et au programme relationnel, en étudiant leurs antécédents et leurs effets sur l’attitude. Les recherches sur l’efficacité des programmes de fidélité soulèvent la question de savoir si ces programmes améliorent la fidélité à la marque ou la fidélité au programme (Bolton et al., 2000 ; Meyer-Waarden, 2007 et 2012 et Bijmolt et al., 2010). L’étude de l’influence relative des deux facettes de la fidélité sur l’attitude se fait à partir de la préférence, de l’intention et de la résistance des clients. La méthodologie retenue commence par une étude de cas dans la phase exploratoire (entretiens avec les experts), se poursuit ensuite par une étude qualitative auprès des clients adhérents à ces programmes. L’interaction entre la littérature et l’étude exploratoire a permis d’enrichir le modèle conceptuel intégral par des variables explicatives. Finalement, elle repose sur une étude quantitative réalisée auprès d’un échantillon de clients adhérents au programme de fidélité bancaire (153 en phase exploratoire et 284 en phase confirmatoire) via un access panel. La validation du modèle par équations structurelles (SEM) met en évidence le rôle important de la fidélité à la marque dans le maintien de la relation client. Le poids de l’influence de la fidélité à la marque sur le bouche à oreille est supérieur à celui de la fidélité au programme relationnel. De plus, elle a des effets positifs sur la part du portefeuille client ainsi que sur l’intention à la fidélité, à l’inverse de la fidélité au programme qui n’a pas d’effet sur ces deux variablesThe purpose of this research is to improve understanding of building loyalty based on its object: the brand and loyalty program, by studying their antecedents and their effects on attitude. Research on the effectiveness of loyalty programs suggest the question if these programs improve loyalty to the brand or loyalty to the loyalty program (Bolton et al., 2000; Meyer-Waarden, 2007 and 2012 and Bijmolt et al. 2010). The study of the relative influence of the two types of loyalty to the attitude is done from the preference, intention and resistance. The methodology starts with a case study in the exploratory phase (interviews with experts), then continues with a qualitative study of members of these programs. The interaction between literature and the exploratory study has enriched the conceptual model with explanatory variables. Finally, it is based on a quantitative study with a sample of members to loyalty banking program (153 in the exploratory phase and 284 in confirmatory phase) via an access panel. The validation of the structural equation model (SEM) highlights the important role of brand loyalty in maintaining customer relations. The impact of brand loyalty on word-of-mouth is higher than that of the loyalty to loyalty program. Moreover, it has positive effects on the customer share-of-wallet as the loyalty intention, in contrast to loyalty to the loyalty program that has no effect on these two variables
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Mendes, Vanessa Célia Leal. "Proposta de metodologia para a elaboração de um programa de fidelização de clientes." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6071.
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Mestrado Marketing“Programa de fidelização de clientes” é um tópico bastante comum atualmente. Parece quase obrigatório que todas as empresas desenvolvam um programa deste tipo, para que consigam reter os seus clientes através da oferta de recompensas aliciantes. Isto poderá potencializar um aumento nas vendas e nos lucros das empresas. Porém, os programas de fidelização não estão isentos de críticas e dúvidas. A lealdade a 100% não existe e, não é por fazerem parte de um programa de fidelização que os clientes vão começar a comprar mais e com maior frequência nas empresas – é necessário haver sensação de satisfação, bem como sentimento de valorização. No entanto, existem ainda muitas empresas que não aderiram aos programas de fidelização de clientes, ou que apesar de os terem desenvolvido e implementado, não o fizeram de forma eficiente e eficaz. Isto pode colocá-las em desvantagem perante a concorrência, podendo mesmo levar à deserção de clientes. Tendo isto em vista, o presente Trabalho Final de Mestrado procura responder à questão: “Como elaborar um programa de fidelização de clientes?”, sendo o principal objetivo elaborar uma proposta de metodologia para a elaboração de um programa de fidelização. Para a realização desta investigação recorreu-se ao método do estudo de caso múltiplo, com uma abordagem qualitativa de recolha de dados. Estes estudos de caso ocorreram em duas empresas internacionais do setor do retalho de produtos de cosmética e perfumaria, que atuam no mercado português. Este trabalho contribuiu com a proposta de etapas para a elaboração de um programa de fidelização, auxiliando assim as empresas que desejam implementar um programa desta índole ou que desejam aprimorar os seus programas existentes.
“Customer loyalty program” is nowadays a fairly common topic. It seems almost mandatory that all companies develop such a program in order to retain their customers by offering attractive rewards that motivate customers to repeat their purchases until they reach these rewards. This may enhance an increase in sales and profits of the companies. However, loyalty programs are not free of criticism and doubt. There’s no such thing as 100% loyalty, and the fact that customers participate in loyalty programs doesn’t mean more frequent purchases - there must be a sense of satisfaction and a sense of appreciation by customers. However, there are still many companies that do not adhere to customer loyalty programs or that, although they have developed one, they did not develop and implemented it efficiently and effectively. This can put them at a disadvantage in the competition and may even lead to customer defection. Keeping this in mind, this Master’s Degree Final Assignment seeks to answer the question: "How to design a customer loyalty program?", through the development of a proposed methodology for the elaboration of a loyalty program. To carry out this investigation it was used the multiple case study method, with a qualitative approach to data collection. These case studies occurred in two international companies from the retail sector of cosmetics and perfumery, operating in the Portuguese market. This work has contributes with proposed steps for the development of a loyalty program, thus helping companies who want to implement a program of this nature, or who wish to improve their existing programs.
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Romppanen, Maiju, Cecilia Kellgren, and Ladan Moradi. "Customer Loyalty Research : Can customer loyalty programs really build loyalty?" Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-729.
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Background:
During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies have been to introduce customer loyalty programs which are believed to enhance the customer loyalty. The popularity of the customer loyalty programs is based on the beliefs that loyal customers are lucrative and these programs would bond the customers to the company. More recently however, the discussion whether these statements are accurate has started to blossom. Loyal customers are not necessarily as profitable as believed and it is not easy for companies to gain competitive advantage because almost all companies have similar customer clubs.
Purpose:
This thesis evaluates through a case study of a Swedish retail company whether customer loyalty programs manage to create loyalty among their members. Appropriate features of loyalty will be examined with the intention to evaluate whether there exists other factors outside the loyalty programs that are also influencing the creation of loyalty.
Method:
A qualitative study was conducted to answer the purpose of the thesis. Within the case study several semi-structured interviews were carried out with INTERSPORT and 20 telephone interviews with INTERSPORT customers. Empirical material was analyzed with a reflection to the theoretical framework and the research questions.
Conclusions:
Customer loyalty programs can enhance the creation of loyalty, but should be seen as a complement to other aspects of the business, namely, the product line, the customer service and the store concept. However, sustainable customer loyalty is difficult to obtain because many customers today are loyal to several companies instead of one.
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Rego, Bruno Bordeaux. "Criação de valor para o cliente: um estudo exploratório sobre programas de Key Account Management (KAM)." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03062016-160121/.
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Nas últimas décadas, a maturidade de alguns mercados, a globalização e o crescente poder de barganha dos clientes aumentam ainda mais a necessidade das empresas em manterem e desenvolverem de forma eficaz seus clientes mais importantes. Neste contexto, ganham relevância os programas de Key Account Management (KAM), iniciativas corporativas que tratam de forma especial os clientes mais importantes do fornecedor. Para obter o desempenho financeiro superior, o programa de KAM precisa criar valor para o cliente para posterior apropriação de valor pelo fornecedor. Contudo, a maioria dos estudos enfatiza a apropriação de valor pelo fornecedor, porém poucas pesquisas investigam a criação de valor para o cliente em programas de KAM. Além disso, a maioria das pesquisas em marketing de relacionamento ainda foca muito nos impactos positivos do relacionamento. Dessa forma, é importante analisar empiricamente como é a implementação da criação de valor para o cliente em programas de KAM, identificando as principais dimensões e os fatores críticos. O objetivo do presente estudo é analisar o processo de criação de valor para o cliente em programas de Key Account Management (KAM) e propor um modelo de criação de valor para o cliente segundo a perspectiva da empresa fornecedora. As análises e o modelo são elaborados a partir de um processo de investigação abdutiva, ou seja, a combinação entre a fundamentação teórica sobre o conceito de valor e programas de KAM e a análise de conteúdo de 22 entrevistas em profundidade com especialistas em programas de KAM, profissionais de marketing/vendas que trabalham por pelo menos cinco anos com programas de KAM em grandes empresas no Brasil. O modelo proposto explica de forma integrada e sistemática como é a criação de valor para o cliente em programas de KAM segundo cinco dimensões (Desenvolvimento de relacionamentos; Entendimento dos direcionadores de valor; Desenvolvimento da proposta de valor; Comunicação da proposta de valor; e mensuração de valor), quatro moderadores (Orientação relacional do cliente; Formalização do programa de KAM para o cliente; Abordagem do fornecedor: \"orientada ao cliente\" vs. \"orientar o cliente\"; e Fit estratégico entre o fornecedor e o cliente) e três riscos (Não entrega do valor básico para o cliente; Rotatividade do Key Account Manager; e Sentimento de injustiça do cliente). Contribui-se com a teoria sobre o tema, ao incluir uma dimensão específica no modelo para desenvolvimento de relacionamentos do nível da díade (organização-organização) e indivíduo (funcionário-funcionário), e ao abordar não somente aspectos positivos do relacionamento, mas também os aspectos negativos (ou riscos da criação de valor para o cliente). Contribui-se também para a prática, ao prover uma visão mais ampla, sistemática e integradora dos diversos elementos da criação de valor para o cliente aos executivos das empresas que possuem programas de KAM, e ao recomendar práticas organizacionais que servem como guias para a tomada de decisão dos gestores de programas de KAM. Ademais, como a parte empírica do estudo é baseada no contexto brasileiro, amplia-se o conhecimento sobre KAM no Brasil. Por fim, apresentam-se as limitações do estudo com a agenda de pesquisas futurasIn recent decades, with the maturity of some markets, globalization and increasing power of the customers is becoming more important for the companies to maintain and develop effectively their most important customers. In this context, increases the relevance of Key Account Management (KAM) programs, a corporate initiative that performs special treatment to the most important supplier\'s customers. To obtain the superior financial performance, the KAM program improves the customer value creation for the value appropriation by the supplier. However, the majority of studies emphasize the value appropriation by the supplier, but few researches investigate the customer valuer creation on KAM programs. In addition, most of relationship marketing research still focuses much on the positive impacts of the relationship. Thus, it is important to empirically analyze how the implementation of customer value creation on KAM programs, identifying the main dimensions and the critical factors. The aim of this study is to analyze the customer value creation process on Key Account Management programs (KAM) and to propose a model of customer value creation from the supplier perspective. The analysis and the model are made through an abductive research process that combines the theoretical framework of the value concept and KAM programs, and content analysis of 22 in-depth interviews with experts on KAM programs, marketing or sales professionals who work for at least five years with KAM programs in large companies in Brazil. The proposed model explains in an integrated and systematic way the customer value creation on KAM programs according to five dimensions (Relationships development; Value drivers understanding; Value proposition development; Value proposition communication; and Value measurement), four moderators (Customer relational orientation; Formalization of the KAM program for the customer; Supplier approach: \"customer driven\" vs. \"customer driving\"; and strategic fit between the supplier and the customer) and three risks ( Not delivering the basic customer value; the Key Account Manager turnover; and Perceived injustice by the customer). The study contributes to the KAM theory through the inclusion of a specific dimension for the development of dyad relationships (organization-organization) and individual relationships (employee-employee) in the model, and through not only addressing the positive aspects of the relationship, but also the negatives (or customer value creation risks). It contributes also to the practice by providing a broader, systematic and integrating view of the several elements of customer value creation to executives of companies that have KAM programs, and recommending organizational practices that can be drivers for the decision making of KAM programs managers. Moreover, as the empirical part of the study is based in the Brazilian context, it broadens the knowledge of KAM in Brazil. Finally, we present study limitations with the future research agenda
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Hrubešová, Kateřina. "Věrnostní program jako nástroj podpory prodeje na trzích B2B." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114380.
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This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client 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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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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Arndt, Dirk. "Customer-information-Management ein Referenzmodell für die Informationsversorgung im Customer-Relationship-Management." Göttingen Cuvillier, 2008. http://d-nb.info/98980853X/04.
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Hedin, Magnus, and 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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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, and 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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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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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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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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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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Lönnevik, Helena, and 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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Kankam, Boadu Ama Achiaa [Verfasser]. "Customer Relationship Management and Customer Retention / Ama Achiaa Kankam Boadu." München : GRIN Verlag, 2019. http://d-nb.info/1199344958/34.
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Lam, Hoang Chau, and Qiuyun Li. "Does electronic customer relationship management affect customer satisfaction and trust?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24655.
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Aim: This paper aims to explore and to understand how the E-CRM affects customer satisfaction and trust from customer perspectives in electronic commerce. Method: The research is an exploratory and qualitative study. A multiple case study involving 3 Swedish companies with 12 face-to-face interviews in Gävle, Sweden, was chosen to collect the empirical data for this study. Data were coded by hands and structured in the form of tables in accordance with 7 codes categorized in 2 themes. Coded data were interpreted to investigate the research questions by using the inductive method. Result & Conclusions: This study found that live chat and e-service quality in E-CRM directly affect how satisfied a customer feel with a company in e-commerce, thus affecting trust as well. However, the findings also showed that not all customers could perceive all the effects of E-CRM on their satisfaction and trust. Suggestions for future research: Other features such as electronic word-of-mouth, internet branding or internet prices are suggested for the future research to have an in-depth understanding of E-CRM effects. Future studies may combine data from both company and customers to increase the validity and reliability. Furthermore, the population of samples could be collected in others cities or countries than in Gävle, Sweden to generalize the result more. The contribution of the thesis: This study contributes knowledge about E-CRM effects in Swedish e-commerce. Some differences related to existing theories were found in this research such as the effects of gender on trust or effects of prices on relationship building. Understanding the customer perspectives on E-CRM effects enables companies to have a proper E-CRM implementation and training for their organization and employees.
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Nabseth, Marie, and 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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Eggert, Sandy, and 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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Sperl, Friederike. "Customer-Relationship-Management profitabilitätsorientierte Bindung von Wohnungsmietern." Köln Immobilien-Manager-Verl, 2009. http://d-nb.info/995824495/04.
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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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Kliment, Michal. "Podnikatelský záměr rozvoje firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221465.
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This Master’s thesis deals with the analysis problem of current situation in a company NTC s.r.o. and its environment. On the basis of findings, the work includes complex solution strategy, development and improvement company position, which should had help establish firm and fix her position on market.
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Sinisalo, J. (Jaakko). "Mobile customer relationship management:a communication perspective." Doctoral thesis, Oulun yliopisto, 2010. http://urn.fi/urn:isbn:9789514263910.
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Abstract
This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM.
The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data.
The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment.
Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.
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Cetin, Filiz. "Customer Relationship Management System Design For Metu-online." Master's thesis, METU, 2003. http://etd.lib.metu.edu.tr/upload/2/1063387/index.pdf.
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METU-Online, a distance education tool developed and maintained by
Middle East Technical University (METU) Informatics Institute, can be
defined as Customer-to-Business-to-Customer (C2B2C) e-business. In this
thesis, a new design and improvement of this system based on Customer
Relationships Management (CRM) is presented. With this approach a CRM
system is designed, an organizational change is recommended, customercentered
business processes are improved to a certain extend, a CRM data
warehouse is broadly defined and a basic reporting system is designed. The
result of a system analysis of METU-Online, methods used in this analysis,
and the CRM model and the recommended design are presented.
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Steinrud, Anders. "Designing Usability in a Customer Relationship Management System." Thesis, Uppsala universitet, Institutionen för informationsteknologi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-192718.
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The need for Customer Relationship Management (CRM) systems are born from the need of a good overview of the company's customer interactions, but how do you produce a system design of an easy to use and usable environment from scratch without knowing what is out there and with only two potential users at hand? With an iterative approach of evaluating every answer from a few basic, open ended questions and the use of paper prototypes the system was gradually designed from the needs and wants of the actual users. Finally this thesis resulted in a concept of a CRM system which will fill the basic needs of such a system, furthermore it has ideas on how to expand its functionality to become a full fledged system that could compete with existing systems on the market.
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Augustsson, Hvit My, and Daniel Odell. "Användning av Customer Relationship Management hos svenska klädföretag." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-23132.
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Dagens klädföretag vill alltid förbättra sina relationer till kunderna som gör att kunderna blir lojala och stannar hos företag. Företag befinner sig i en väldig konkurrenskraftig bransch vilket innebär att hela tiden hålla kunderna nöjda och försöka möta deras behov. Fler och fler börjar använda sig av CRM-system för att behålla de kunder de har och skaffa nya. Med hjälp av dessa system kan företagen se varje individs köpbeteende och sedan använda denna information för att göra marknadsföring och möjliga rabatter personliga. Vårt syfte med denna studie var att se hur och om tre svenska populära klädföretag arbetar med CRM för att uppnå kundlojalitet och om de inte använde något system, hur de gjorde i så fall. Därför gjorde vi en kvalitativ studie på företagen. För att kunna ha en motpol gjorde vi även en kvantitativ studie på konsumenter, på så sätt fick vi en bild av hur konsumterna ser på kundlojalitet samt vad de anser är viktigt när de handlar kläder, både i butik och via internet. Vi använder oss därför av en abduktiv ansats i denna uppsats eftersom det är en blandning mellan induktiv och deduktiv.Today's fashion companies always want to improve their relationships with customers that allows customers to become loyal and stay with companies. The fashion companies are in a very competitive industry which means constantly keeping customers happy and try to meet their needs. More and more companies are starting to use the CRM system to keep the clients they have and also gain new ones. Using these systems, businesses can ensure each individual's shopping behavior and then use this information to make marketing and possible discounts more to the persons wants and needs. Our purpose in this study was to see whether and how three popular Swedish clothing companies work with CRM to achieve customer loyalty, and if they did not use any system, how they did instead. Therefore, we did a case study on these companies. In order to have an antithesis, we also did a case study on consumers, so we got a picture of how consumers look on customer loyalty and what they consider important when buying clothing, both in stores and online. We use, because of that, an abductive onset in this paper because it is a mix between inductive and deductive.
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Schubert, Virginie Annelaure. "XRM: integrated customer relationship management for pharmaceutical innovations." [S.l.] : [s.n.], 2005. http://deposit.ddb.de/cgi-bin/dokserv?idn=975678450.
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Sölgén, Samuel, and 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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Bulander, Rebecca. "Customer-Relationship-Management-Systeme unter Nutzung mobiler Endgeräte." Karlsruhe : Univ.-Verl. Karlsruhe, 2008. http://d-nb.info/989769992/04.
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Zambrzycka, Renata. "Modern event history analysis in customer relationship management /." München : Dr. Hut, 2006. http://www.gbv.de/dms/zbw/507922964.pdf.
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Nguyen, Bang Xuan. "Customer relationship management (CRM) and perceptions of unfairness." Thesis, Oxford Brookes University, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.532052.
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This study concerns the role of CRM in enhancing and maintaining fairness in relationships between a firm and its customers. This study has two aims. The first main aim of this research is to understand how customers form perceptions of unfairness of CRM by investigating the influence of CRM offerings on the advantaged and disadvantaged customers in the retailing sector. The second aim is to develop a comprehensive model of perceptions of unfairness in a CRM context and to empirically test the relationships between CRM offerings, relationship stage, inequality comparisons, negative inferences and unfairness feelings. Data collection was conducted in 3 phases using a mixed method approach, including an exploratory-, pilot-, and main study. Several modes of interviews were conducted, including face-to-face, telephone interview and email enquiries. The survey for the main study generated a response rate of 13.75%. The findings from the mam study provided insights for both academics and practitioners. It was found that CRM offerings can be effective in managing perceptions of unfairness. Efforts should be emphasised in preventing inequality comparisons by altering negative inferences into positive inferences. This study further provided significant insight into the implications for marketers in understanding the differential effectiveness of a firm's CRM offerings on the advantaged- (favoured) and disadvantaged (unfavoured) customers. Service and communication concern the advantaged customer more strongly, whilst price issues concern the disadvantaged customer more strongly. Customization and reputation did not exert a statistically significant influence on the two groups and their feelings of unfairness. This study starkly reveals the importance of understanding the role of unfairness in customer relationship management. It allows managers to develop a better grouping of their customers; to identify the group which needs more attention; and, to deploy appropriate action In order to retain those customers and to maintain customer loyalty
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Saiote, Carolina Safara. "Danone’s CRM program “Alimenta sorrisos”: a development plan." Master's thesis, 2015. http://hdl.handle.net/10071/11441.
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Relationships with customers are becoming increasingly important, as consumers become more demanding, informed and independent, while competition on the business world grows and the differentiation between products and brands decreases. Thus, nowadays, relationship marketing and CRM – Customer Relationship Management – are very important to companies, since brands that are able to conquer their consumers’ loyalty gain a strong and valuable competitive advantage. On the other hand, it’s neither reasonable nor profitable to establish and maintain relationships with all consumers. The key is to target the most valuable ones, and enhance those customers retention. One way of doing it it’s through the implementation of a loyalty program, a common tactic adopted by firms.
Danone Portugal, an FMCG company operating on the fresh dairy products market, realized the importance of this and in November 2013 launched its loyalty program, Alimenta Sorrisos, which reached very good results in terms of registered users and activity rate, in the end of 2014. However, since the program is growing, it’s necessary to think about ways of continue recruiting and specially, maintain registered users interest and participation on the program.
In this sense, this master thesis proposes a development plan for Danone’s loyalty program, focused on recruitment and customers’ retention. Using benchmarks and marketing trends, such as gamification, as main drives, the proposed ideas aim to solve some of Alimenta Sorrisos critical issues, in order to improve Danone relationships with its consumers.As relações com os clientes são cada vez mais importantes, à medida que os consumidores se tornam mais exigentes, informados e independentes, enquanto a competição no mundo empresarial cresce e a diferenciação entre produtos e marcas diminui. Assim, actualmente, marketing relacional e CRM - Customer Relationship Management – são bastante importantes para as empresas, uma vez que as marcas capazes de conquistar a lealdade dos seus consumidores ganham uma forte e valiosa vantagem competitiva. Por outro lado, não é razoável nem rentável estabelecer e manter relações com todos os consumidores. A solução está em seleccionar os mais valiosos e aumentar a sua retenção. Uma forma de o fazer é através da implementação de um programa de fidelização, uma táctica comummente adoptada pelas empresas. Danone Portugal, uma empresa de FMCG a operar no mercado dos produtos lácteos frescos, percebeu a importância disto e, em Novembro de 2013, lançou o seu programa de fidelização, Alimenta Sorrisos, que alcançou muito bons resultados em termos de utilizadores registados e taxa de actividade, no final de 2014. Contudo, uma vez que o programa está a crescer, é preciso pensar em formas de continuar a recrutar e, sobretudo, de manter o interesse e a participação no programa dos utilizadores registados. Neste sentido, esta tese de mestrado propõe um plano de desenvolvimento para o programa de fidelização da Danone, focado no recrutamento e na retenção de clientes. Usando benchmarks e tendências de marketing, como o gamification, como suporte, as ideias propostas pretendem resolver algumas das questões críticas do Alimenta Sorrisos, de forma a melhorar as relações da Danone com os seus consumidores.
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Corbishley, Karen Margaret. "Retail loyalty programmes : relationship quality and customer loyalty between the card-holder and the retailer in South Africa." Thesis, 2017. http://hdl.handle.net/10321/2550.
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Submitted in compliance with the requirements for the Doctorate in Philosophy: Management Science (Marketing), Durban University of Technology, Durban. South Africa, 2017.Loyalty programmes have become a popular marketing tool in marketplaces that are highly competitive and where differentiation is difficult. Although they are not new anymore, they continue to grow in popularity, particularly in South Africa where numbers are steadily increasing. The main aim of this study was to determine the influence of various types of perceived benefits from loyalty programmes in the South African fast moving consumer goods (FMCG) market with respect to their impact on relationship quality and loyalty towards the retailer concerned. The study reveals three forms of perceived benefits which are named as consumeristic, altruistic and egoistic benefits. In addition, the influence of socio-demographic characteristics are examined to ascertain any differences that might occur in the results. The study design was based on an exploratory sequential mixed methods approach and began with qualitative research before proceeding to quantitative data collection and analysis. The qualitative section of the research involved two in-depth interviews with managers of loyalty programmes at major retailers and two focus groups aimed at loyalty programme members. These assisted in the design of the quantitative data collection instrument. The quantitative data collection was aimed at a consumer database which incorporated those who were actively employed in the economy, resulting in a sample of 559 respondents. The initial findings of the study, revealed by means of regression analysis, were that all three forms of perceived benefits lead towards the three constructs that make up relationship quality, namely trust, satisfaction, and commitment with the retailer concerned. In addition, the same benefits were found to contribute towards customer loyalty. However, once structural equation modelling was employed, the results evolved. Firstly, the constructs of trust and satisfaction cross loaded onto each other and were therefore treated as a single construct named trust/satisfaction. Secondly, egoistic benefits were absorbed into consumeristic benefits and were therefore no longer featured as a separate item. Explanations are offered for this phenomenon. Consumeristic benefits still had a positive and significant relationship with trust/satisfaction, as did altruistic benefits. However, it was found that although altruistic benefits still enjoy a significant relationship with commitment, consumeristic benefits did not. A suggestion for this is that the perception of altruistic benefits has a greater attitudinal impact than consumeristic benefits do. Finally, neither altruistic nor consumeristic benefits showed a direct relationship with loyalty. The introduction of demographic variables established that only age affects the results, with older consumers being more receptive than others to altruistic benefits. However, findings revealed that a pathway to loyalty remains through the constructs of trust/satisfaction and commitment. This emphasises the importance of achieving trust and satisfaction first by means of the benefits offered. Finally, a new structural model is developed in line with the results of the structural equation model. The results from this study add to the body of research in the field, yielding both significant theoretical and practical contributions to the field of loyalty programmes, relationship quality and loyalty research, particularly in the South African FMCG retail marketplace. Retailers are advised to continue offering both altruistic and consumeristic benefits to customers, despite consumeristic benefits not necessarily creating a direct route towards loyalty. This is because once trust and satisfaction is achieved, loyalty will follow. In addition, loyalty programme providers should ensure that offerings provide both simplicity and transparency in order to create a positive relationship with trust and satisfaction.
D
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Rodrigues, Joana Isabel Carvalho. "A relação entre cartões de fidelização e a fidelização de clientes." Master's thesis, 2016. http://hdl.handle.net/10071/13047.
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Este estudo insere-se no âmbito do Marketing, tendo como base de investigação a relação entre a fidelização de clientes e os cartões de fidelização, em particular no setor dos cosméticos com incidência na empresa Pluricosmética. Assim sendo e partindo deste pressuposto, pretende-se avaliar o interesse, a satisfação e a eficiência dos cartões de fidelização como ferramenta de fidelização dos clientes da Pluricosmética.
Realizando uma abordagem aos objetivos de investigação, podemos constatar que estes fundamentam-se na ligação entre a fidelização e o cartão de fidelização da empresa Pluricosmética, o cartão Sou+Pluri, de forma a tornar-se possível determinar, se este representa um instrumento de fidelização de clientes. Posto isto, tornou-se necessário a aplicação de dois estudos diferentes; numa primeira instância o primeiro estudo visa avaliar o grau de satisfação relativamente à utilização do cartão Sou+Pluri por parte dos clientes com cartão de fidelização, e um segundo estudo tem por objetivo avaliar o grau de interesse dos clientes sem cartão de fidelização, numa perspetiva de futura utilização do mesmo.
Corroborando a informação anterior e de forma a verificar-se um alcance dos objetivos da investigação, efetuaram-se diversos testes de hipóteses, com base em respostas obtidas através de dois inquéritos por questionário, realizado a 269 indivíduos com cartão de fidelização e outro a 271 indivíduos sem cartão de fidelização, com idades compreendidas entre os 18 e mais anos, residentes no Distrito de Lisboa e frequentadores das lojas da Pluricosmética.
Assim sendo, os resultados obtidos demonstraram que a utilização do cartão de fidelização influencia a satisfação do cliente. Bem como a existência de um grande interesse em aderir ao cartão de fidelização por parte daqueles que não o possuem. Concluiu-se assim que, o programa de fidelização em análise, o cartão Sou+Pluri, contribui para a fidelização dos clientes das lojas da Pluricosmética.This study lays within a Marketing scope, which is based on the relationship between customer loyalty building and loyalty cards, categorically in the cosmetics sector, and more specifically in the company Pluricosmética. Therefore, we intend to evaluate the interest, satisfaction and efficiency of loyalty cards as a tool for customer’s loyalty building in Pluricosmética. Taking a closer look at the research main goal of this investigation, we can easily conclude that these are based on the irrefutable union between loyalty building and the loyalty card of the company, the Sou+Pluri card, in order to make it possible to determine if it represents an instrument of customer loyalty. That being said, it became necessary to apply two different studies: The first study aims to evaluate the satisfaction level with the usage of Sou+Pluri card by customers who previously dealt with a loyalty card, and the second study has the goal of evaluating the interest of customers without the loyalty card, and aim for its future use. Supporting the previously mentioned information and in order to validate a range of research objectives. There were made two significance tests, based on feedback from two surveys conducted to 269 individuals with the loyalty card and another one to 271 individuals without the loyalty card, aged 18 and older, residing in the district of Lisbon and costumers at Pluricosmética stores. At the end of the day, the results showed that not only the use of the loyalty card has a positive outcome in customer satisfaction but also it cultivates the interest of those who don’t have it. Therefore we concluded that the loyalty program, Sou+Pluri card, contributes to customer loyalty building to the Pluricosmética stores.
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Pimpão, Pedro Gonçalo Tenazinha. "Evaluation models of customer loyalty communication solutions for the strategy of a hotel group." Doctoral thesis, 2018. http://hdl.handle.net/10400.5/17113.
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Hsu, Chu-Ling, and 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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Chang, Tzu-Ting, and 張姿婷. "Customer Relationship Orientation, Customer Knowledge Management and Customer Relationship Management Performance: The Moderating Effect of Environment Effects." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/78t8v2.
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Wu, Hsin-Ying, and 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
88
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.
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Shuang, Chan Chiu, and 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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Lin, Yu-Ju, and 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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Cheng, Kuei-Yi, and 鄭珪鎰. "The Effect of Customer Relationship Management from Customer Perspectives on Relationship Value." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/24236320511621650160.
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碩士國立中興大學
企業管理學系研究所
92
The main purpose in this study is to probe into the customer relationship management from customer perspectives and to find out its effect on relationship value in travel agency and bank industries. After the information collection from some significant interviews for managers and integrating some previous papers, I find out some important factors that customers emphasize in the process of customer relationship management, including interpersonal and internet communication, customer relationship investment and the response of the customers’ needs. The strategies which the company makes to reply for the customers’ needs contain serving in real time, professional service, personalized service and protect the privacy of our customers. The experiment results are followings: (1) in the communication strategies, the company should integrate all different communicating channels because different communicating tools have different strength and weakness. From this study, interpersonal communication can increase the trust; however, the internet still cannot be trusted. (2) internet communication can improve the relationship value through the two mediators, bond and customer relationship expectation. In addition, both internet communication and complete services to response the customers’ needs can significantly strengthen the bond in the relationship. (3) the bond in relationship doesn’t have mediating effect. It’s probably because the bond will be perceived as the increase of switch cost in the relationship. (4) internet communication, customer relationship investment and the complete services to reply for the customers’ needs can increase the customer relationship expectation. However, interpersonal communication doesn’t have the significant effect. (5) compared with trust, customer relationship expectation has greater influence on relationship value and is more important in building customer relationship.