Relevant bibliographies by topics / Poor Customer Relationship Management / Dissertations / Theses
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Dissertations / Theses on the topic 'Poor Customer Relationship Management'

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Published: 7 June 2025
Last updated: 2 August 2025

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1

Tavares, Pedro Daniel. "Segmentação dos usuários de cartão de crédito por meio da análise de cesto de compras." Universidade de São Paulo, 2012. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-16032012-183822/.

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Esta dissertação de mestrado tem como objetivo, elaborar um modelo de segmentação baseando-se no comportamento comprovado de consumo de clientes, valendo-se das técnicas de Análise de Associação e Análise de Cesto de Compras, aplicadas aos dados das faturas de cartão de crédito dos clientes. A partir do modelo proposto, testou-se a previsibilidade das próximas transações dos clientes por meio de uma amostra de validação. A motivação desta pesquisa provém de três pilares: Contexto Científico, Tecnológico e Mercadológico. No Contexto Científico, apesar de já terem sido publicados artigos que ass
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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 servic
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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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4

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.<br>Fil: Suárez, Néstor Mauricio. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and G. Shaban. "Customer relationship management (crm) strategy." Thesis, Вид-во СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/16796.

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7

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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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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9

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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10

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 b
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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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14

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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15

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.<br>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 th
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16

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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17

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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Maggon, Mohita. "Customer satisfaction, relationship share and customer attitude in context of customer relationship management: a study of Indian hotels." Thesis, IIT Delhi, 2016. http://localhost:8080/iit/handle/2074/7230.

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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 &amp; 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 ly
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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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21

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 &amp;
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Bueno, Díaz Mori Maira Segevel, and Vásquez Franco Alejandro Buitrón. "Acciones de CRM en relación con la compra online en tiendas por departamento en la categoría de moda en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654007.

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La presente investigación busca determinar la problemática es determinar si existe una relación positiva entre las acciones de CRM y la compra online. La metodología que se utilizará para esta investigación busca comprobar las hipótesis mediante una encuesta online dirigida a 300 personas, en relación a la muestra esta estará conformada por varones o mujeres de 18 a 25 años del NSE B y C que residan en Lima Metropolitana. De esta manera, se busca comprobar que las acciones de CRM impactan directamente en la compra online. En ese sentido, se busca concluir resultados positivos en cuanto a nuest
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23

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 fal
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24

El, Mahfoudi Mohamed Amine. "Réseaux sociaux et dématérialisation du traitement des revendications de masse pour un renforcement de la démocratie dans le monde arabe : Cas du Maroc : vers un CiRM à l'échelle de l'État." Thesis, Université Côte d'Azur (ComUE), 2017. http://www.theses.fr/2017AZUR2015.

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Notre recherche a été établie dans le cadre du programme de recherché interdisciplinaire Langages, Objets, Territoires et Hospitalités (LOTH). Elle s’est appliquée à confirmer que seuls, les réseaux sociaux ne peuvent constituer un support unique pour gérer la démocratie locale et satisfaire les revendications collectives. Le chercheur a proposé une démarche plutôt mixte (CiRM) intégrant toutes les composantes essentielles pour moderniser et mettre à niveau de manière fondamentale le fonctionnement « client » de l’État (Physiques, humaines, virtuelles et technologiques). Cette démarche a été a
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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 Erwa
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26

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 Empresariais<br>As 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 efi
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27

Sperl, Friederike. "Customer-Relationship-Management profitabilitätsorientierte Bindung von Wohnungsmietern." Köln Immobilien-Manager-Verl, 2009. http://d-nb.info/995824495/04.

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28

Gallinaro, Jacopo <1991&gt. "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 essenti
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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,
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Carr, Anthony A. "Customer equity management : the impact of strategy drivers and customer data management on customer equity outcomes." Thesis, Queensland University of Technology, 2013. https://eprints.qut.edu.au/62010/1/Anthony_Carr_Thesis.pdf.

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This research contributes to the field of customer equity by examining how important the strategy drivers of consumption and customer data management are in contributing to the value of the customer asset. A mixed methods approach focused on one sector: the Australian accommodation hotels. From this research, a deeper understanding of how to theorise, conceptualise and practice customer equity management has been achieved.
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Kolbe, Lutz Maria. "Processes and systems for integrated customer relationship management /." St. Gallen, 2005. http://aleph.unisg.ch/hsgscan/hm00132039.pdf.

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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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<p><strong>Aim of the Thesis:</strong> 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.</p><p> </p><p><strong>Methodology: </strong>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
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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 MET
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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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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 basi
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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 populä
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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
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Preiß, Michael. "Ein Reifegradmodell für die Optimierung der Produktentwicklung kundenorientierter Zulieferbetreibe /." 2006. http://e-collection.ethbib.ethz.ch/ecol-pool/diss/abstracts/p16748.pdf.

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Ming, Shie Kuen, and 謝坤銘. "A Study of Customer Relationship Management Activity to Enhance Customer Satisfaction - Swimming pool as an Object." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/31816975651822890916.

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碩士<br>亞洲大學<br>休閒與遊憩管理學系碩士在職專班<br>99<br>In recent years, scholars have invested in domestic leisure industry research area, with industrial development and constant upgrading of the national income, public attitudes and habits for consumption are also affected.Customer relationship management is a strategy, it focuses on understanding the customer needs, and in accordance with customer demand to build and maintain customer loyalty and satisfaction. Customer relationship management can help resolve competing customers is how to define the industry, individual swimming pool in the minds of consum
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Mustacchi, Anna Caterina. "Trust and social customer relationship management consequences on donor’s intention to donate via social media." Master's thesis, 2021. http://hdl.handle.net/10071/24718.

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Fundraising trough social media platforms started to emerge as an easy, fast and practical instrument for non-profit organizations to collect donations. Users can both directly donate to a non-profit organisation social media page, or organize fundraisers inviting their friends to participate. This article proposes a model to investigate the effect of different factors on the intention to donate via social media. Based on data collected from 130 responses, this study uses the multiple linear regression and mediation analysis to test the research model. The result showed that different fa
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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<br>長榮大學<br>企業管理學系碩士班<br>94<br>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 frame
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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<br>國立臺北大學<br>企業管理學系<br>88<br>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
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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<br>南台科技大學<br>工業管理研究所<br>91<br>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
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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<br>南台科技大學<br>行銷與流通管理系<br>94<br>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 th
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48

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<br>國立中興大學<br>企業管理學系研究所<br>92<br>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 strateg
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49

Chiang, Neng You, and 江能右. "Customer Relationship Management- Enterprises Improve Customer Value by IT." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/31403372519745643453.

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碩士<br>國立臺北大學<br>企業管理學系<br>89<br>Today, enterprise advantages come from the innovation of products and services are short, and building long-term relationships with customers becomes only way that help enterprise obtain success in their industries. The research combines theories and practical applications, and focuses on constructing an integrated CRM (Customer Relationship Management) system. Then through this system, we can analyze how information technologies influence management processes and customer value. At the very beginning, the research discussed about the CRM related th
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50

Mota, Rita Margarida Vieira. "Customer relationship management field lab at PCDIG: Customer segmentation." Master's thesis, 2019. http://hdl.handle.net/10362/68868.

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The purpose of this study is to suggest a segmentation model that best suits PCDIGA’s resources and its customer database. To achieve this, an extensive analysis was carried out about the company, which was combined with literature research regarding the subjects of customer relationship management and segmentation. As a result, a segmentation was proposed, which was tested through an online survey that reached over 4 000 individuals. Recommendations were drawn for the company to develop the resulting 7 segments according to their potential and value produced.
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