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1
Mjellander, Stefan, and Lina Samuelsson. "Steget ut i de Sociala Nätverken med Social CRM : En studie i vad som motiverar företag till att använda Social CRM." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16585.
Full textAbstract:
Syftet är att få insikt i vad som motiverar företag till att använda Social CRM, och hur de arbetar med detta för att kommunicera med sina kunder med hjälp av sociala nätverk. En kvalitativ ansats har använts där tre företag inom olika branscher har blivit intervjuade; Röda Korset, Komplett ASA och Ving Sverige AB. Intervjuer har genomförts med två olika personer på varje företag. Studien visar att företag som är verksamma i Sverige har börjat anamma de möjligheter som arbetet med Social CRM i sociala medier innebär. De möjligheter företagen tar upp är att de kan nå en större målgrupp på ett mer kostnadseffektivt sätt, underlätta dialoger och skapa en informell och personlig kontakt vilket kan leda till ökad varumärkeslojalitet och värdefulla konkurrensfördelar. Företagen använder även Social CRM till att samla in information om sina kunder och besökare för att med hjälp av denna förbättra företagens image, utbud men också service och kommunikation. Vi drar också slutsatsen att eftersom begreppet och arbetet med sociala medier är relativt nytt så finns det stora möjligheter för företagen att utveckla användningen av Social CRM och göra detta till en naturlig del av sin strategi.
2
Králová, Veronika. "Social CRM jako součást ERP." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-199258.
Full textAbstract:
The submitted diploma thesis talks about evolutionary stage of classical CRM solution called Social CRM (also known as CRM 2.0 or SCRM). The goal of this work is to map a current offer at the market with SCRM and to compare it with the demand of Czech companies. The theoretical part explains all the basic terms associated with the topic, a short history and current evolution on the market. The work also identifies summary of various groups of Social CRM tools, which are currently widely used and tries to outline their functions. The main part of the study is the practical section which contains two kinds of surveys. First is devoted to Social CRM in terms of current and potential users of social networks for small and medium-sized enterprises in Czech Republic. The goal of the second survey is to discover the current situation and future evolution of Social CRM among suppliers of ERP solu-tions. Results from these two surveys are presented and widely discussed.
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Alt, Rainer, and Olaf Reinhold. "Anwendungsfälle und Werkzeuge des Social CRM." Universität Leipzig, 2015. https://ul.qucosa.de/id/qucosa%3A13341.
Full textAbstract:
Der Forschungsbericht enthält studentische Arbeiten zu Anwendungsgebieten und Technologien des Social Customer Relationship Management (CRM). Die einzelnen Beiträge ergänzen das einleitend skizzierte Konzept des integrierten Social CRM um konkrete Beispiele für die Verbindung von Social Media und CRM sowie die entstehenden Integrationsherausforderungen. Grundlage des Forschungsberichts sind Ergebnisse aus zurückliegenden Forschungsprojekten des Instituts für Wirtschaftsinformatik und des Seminars Enterprise Systems 2 an der Universität Leipzig.:Abbildungsverzeichnis V
Tabellenverzeichnis VI
Abkürzungsverzeichnis VII
Vorwort IX
Integration von Social Media und CRM
Olaf Reinhold
Einführung in das integrierte Social CRM 3
Präsenz im Social Web
Sascha Petronis
Bereitstellung von Zusatzinhalten im Social CRM 11
Kooperation im Social CRM
Christoph Lefanczyk
Einsatz von Social CRM-Systemen zur Unterstützung des Kooperationsprozesses 23
Tilo Gutknecht
Social CRM-Plattformen für Crowdsourcing 35
Durchführung von CRM-Prozessen im Social Web
Chris Jänicke
Social Customer Relationship Management -Kundenbindung im indirekten Vertrieb 45
Martin Max Röhling
Identifikation von Anwendungen zur Unterstützung von CRM-Prozessen im Vertrieb 55
Lino Janke
Prozesse im Social CRM sowie deren Integration und Vorstellung von Fallbeispielen 65
Analyse von Social Web-Inhalten
Christin Reinsdorf
Nutzung von Social Media im Bereich Marktforschung und Marktbeobachtung 75
Lars Zinner
Auswertung und Verwendung von Social Media-Inhalten 85
Lars Busch
Nutzung von Social Media zur Analyse der Marktakteure
und des Social Ecosystem 97
Datenmanagement im Social CRM
Ingolf Römer
Beurteilung der systemgestützten Bereitstellung von Kennzahlen im Social CRM 109
Christian Mählig
Datenaggregation im Social CRM 123
Schlagwortverzeichnis 133
Anhang - Poster 135
4
Doxakis, Berg Angelika. "Social CRM i SME : En utvärderande studie av små och medelstora företags förväntningar och resultat av att använda social CRM." Thesis, Mittuniversitetet, Institutionen för informationssystem och –teknologi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-39186.
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Customer Relationship Management (CRM) is a strategy that helps companies develop and manage their customer relationships. CRM helps the company with a better understanding of the customer and the customers needs. Through the growth of social media, traditional CRM has been further developed into social CRM, which gives the companies a new approach to being competitive in differ-ent media. The new type of relationship between company and costumer is two-way and it is the customer who owns the relationship. Companies can be active on different platforms to directly interact with existing or potential customers. The purpose of this paper is to evaluate SME´s expectations and results of social CRM. The purpose was achieved by answering the following questions: Which incentives are key for SME to accept social CRM? What are SME´s expectations on using social CRM? To what extent do SME use social CRM? And what results did SME achieve by using social CRM? The study was conducted through a semi-structured interview study. Four different SMEs from different industries participated in the study. Compilation of interview results is presented in tabular form and shows that SME seldom has set goals and desired values before working in social media, but theresults achieved are nevertheless in line with what the companies thought the work in social media would give. Thecompanies in the study feel that they have been able to follow the development and be where customers are.Customer Relationship Management (CRM)är en strategi som hjälper företag att utveckla och hanterasinakundrelationer. CRM hjälper företaget med en bättre förståelse för kunden och kundens behov. Genom framväxten av sociala medier har traditionell CRM vidareutvecklats till social CRM, vilket ger företagen ett nytt angreppssätt för att vara konkurrenskraftiga i olika medier. Den nya ty-pen av relation mellan företag och kund är tvåvägs och det är kunden som äger relationen. Företagen kan vara aktiva på olika plattformar för att direkt interagera med existerande kunder eller potentiella kunder. Syftet med denna uppsats är att utvärdera små och medelstora företags (SMEs) förväntningar på och resultat av social CRM. Syftet uppnåddes genom efter att ha svarat på följande fråge-ställningar: Vilka är drivkrafterna till att SME adapterar social CRM? Vilka för-väntningar har SME inför att använda social CRM? I vilken grad använder SME social CRM? Vilka resultat uppnådde SME av att använda social CRM? Studien genomfördes genom en semi-strukturerad intervjustudie riktad till SME. Fyra olika SME från olika branscher deltog i studien. Sammanställning av intervjuresultat redovisas i tabellform och visar att SME sällan har utarbetade mål och önskade värden innan arbete i sociala medier, men att dom uppnådda resultat ändå ligger i linje med vad företagen trodde arbetet i sociala medier skulle ge. Företagen i studien upplever att de lyckats följa utvecklingen och vara där kunderna är.
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Alt, Rainer, and Olaf Reinhold. "Analysemethoden, Anwendungsfälle und Werkzeuge des Social CRM." Universität Leipzig, 2017. https://ul.qucosa.de/id/qucosa%3A15607.
Full textAbstract:
Der Forschungsbericht enthält studentische Arbeiten zu Analysemethoden, Anwendungsfällen und Technologien des Social Customer Relationship Management (CRM). Die einzelnen Beiträge betrachten das Konzept eines integrierten Social CRM aus verschiedenen Perspektiven und anhand konkreter Beispiele. Grundlage des Forschungsberichts sind Ergebnisse aus zurückliegenden Forschungsprojekten des Instituts für Wirtschaftsinformatik und des Seminars Enterprise Systems 2 an der Universität Leipzig.:Inhaltsverzeichnis
Abbildungsverzeichnis V
Tabellenverzeichnis VII
Abkürzungsverzeichnis VIII
Vorwort XI
Konzeptionelle Grundlagen
Olaf Reinhold
Von der Social Media-Nutzung zum Integrierten Social CRM: The-matische Einführung und Strukturierung des Arbeitsheftes 3
Analysemethoden
Hans-Georg Wu
Text Mining im Social CRM 15
Franziska Suchy
Analyseansätze im Social CRM 29
Martin Lebik
Methoden zur Ermittlung von Influencern 41
Anwendungsfälle
Eva Kahlert
Einsatz und Nutzen von Social Media in einem KMU am
Beispiel des Outdoor-Unternehmens tapir 63
Veronika Prochotská
Szenarios zum Präsenzaufbau im Social CRM 83
Ana Maria Cerlinca
Social Media Monitoring und Dashboards zur Unterstützung
universitärer Prozesse 97
Richard Stüber
Die Social Media-Nutzung einer deutschen und einer brasiliani-schen Universität im Vergleich 111
Werkzeuge
Marcel Fischer
Prozessunterstützung durch SCRM-Werkzeuge 125
Tom Roick
Systeme zur Ermittlung von Influencern 135
Jonas Buch
SCRM-Unterstützungssysteme zum Präsenzaufbau
im Social Web 147
Datenmanagement im Social CRM
Mattis Hartwig
Data Aggregation in Social CRM 165
Karsten Stöcker
Vergleichende Betrachtung der Application Programming
Interfaces sozialer Netzwerke 175
Anhang - Poster 189
6
Vitásek, Tomáš. "Využití social CRM v podnicích." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150000.
Full textAbstract:
Submitted diploma thesis puts a target to analyze current state of using customer relationship management systems in small or mid-size companies located in Czech Republic. Second main goal of this work is (based on the historical development business information systems) characterize and describe changes of approach from classic CRM systems to Social CRM and usage of this social networks as new channel and space for business. There will be questionnaire base on the theoretical part of the thesis, which will be distributed to the Czech companies in the informatics industry. Results of this questionnaire will then show the current status of CRM and the connection to the social networks together with the possible ways of progress to the future. As well there will be described basic options for business pages on social networking site Facebook, and how easy it is to create such a profile.
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COSTA, TITO MENDES DA. "SOCIAL CRM THROUGH SELF-SERVICE TECHNOLOGIES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24495@1.
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As gerações atuais (Y, Z, Me...) são conhecidas como as Gerações Silenciosas
pois fazem uso extensivo de mecanismos de mídias sociais e serviços de mensagem
(SMS e mais recentemente Whatsapp) em lugar de serviços de voz. Tais gerações,
que começam a ser responsáveis por grande parte do mercado consumidor, se
sentem mais à vontade com a troca de mensagens vis-à-vis as relações diretas que
normalmente ocorrem na comercialização de serviços e suporte pós-venda,
facilitando a ampliação do escopo de soluções de auto-serviço e auto-atendimento
para esse público. Nesse prisma, torna-se interessante entender de que forma esses
novos consumidores se comportam nas mídias sociais e as relações e questões que os
levam a adotar novas tecnologias e consumir novos produtos e serviços que podem
trazer implicações significativas tanto para a evolução da teoria acadêmica como
para gestores de empresas. No presente estudo é proposto um modelo conceitual
para avaliação da intenção de adoção de uma nova tecnologia, integrando relações
de endosso nas mídias sociais aos efeitos moduladores que o Narcisismo Social
(narcisismo nas mídias sociais) podem causar sobre a dimensão afetiva uma vez que
o consumo em si não seja uma necessidade fim, mas sim um meio para se auto
afirmar. Surveys online com consumidores de serviço de telefonia móvel foram
analisados através de equações estruturais afim de se testar se as hipóteses criadas
através de indícios de relações observados na revisão da literatura foram ou não
confirmadas.Current generations (Y, Z, Me...) are known as the Silent Generation because they make extensive use of mechanisms of social media and messaging (SMS and more recently Whatsapp) rather than voice services. Such generations, which begin to be responsible for much of the consumer market, feel more comfortable with the message exchange instead of direct relations that normally occur in services commercialization and post-sales support, facilitating the expansion self-service solutions for this public. In this perspective, it is interesting to understand how these new consumers behave in social media and the relationships and issues that lead them to adopt new technologies and consume new products and services that can bring significant implications for the evolution of both academic theory and for managers. In the present study we propose a conceptual model to evaluate the intention to adopt a new technology, integrating the social relations of endorsement to the modulatory effects that social media Narcissism (Narcissism in social media) may have on the affective dimension since consumption itself is not an end but rather a means to assert themselves. Online surveys with mobile phone service consumers were analyzed through structures equation modeling in order to test if the hypotheses created by evidence of the relationships observed in the literature review were confirmed or not.
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Reinhold, Olaf, Christoph Stempin, and Rainer Alt. "Fallstudie Spreadshirt - Social CRM als Bindeglied zwischen Community-Management und kundenindividueller Fertigung." Universität Leipzig, 2013. https://ul.qucosa.de/id/qucosa%3A15608.
Full textAbstract:
Der Forschungsbericht stellt anhand einer Fallstudie mit dem Unternehmen Spreadshirt die Einsatzmöglichkeiten von Social CRM vor. Es werden die genutzten Social Media, unterstützten CRM Prozesse und eingesetzten Technologien vorgestellt und aus der Perspektive des integrierten Social CRM vorgestellt.:Inhaltsverzeichnis III
Abbildungsverzeichnis V
Tabellenverzeichnis VI
Abkürzungsverzeichnis VII
1 Einleitung 3
1.1 Hintergrund der Fallstudie 3
1.2 Zielstellung 3
1.3 Methodik 4
1.4 Danksagung 5
2 Ausgangslage 6
2.1 Unternehmen 6
2.2 Geschäftsmodell 6
2.3 Bedeutung des Social CRM 8
3 Rolle von Social Media im Unternehmen 9
3.1 Grundprinzipien im Einsatz von Social Media 9
3.2 Aufgaben und Verwendung der wichtigsten Social Media 9
3.2.1 Interne Social Media 9
3.2.2 Unternehmenseigene Social Media 10
3.2.3 Freie Social Media 11
3.2.4 Restricted Social Media 11
3.3 Rolle und Bedeutung von Postings 12
3.4 Erfahrungen im Einsatz von Social Media 12
3.5 Zukünftige Herausforderungen 13
4 Organisation und Nutzung von Social CRM 14
4.1 Einbettung in die Organisation 14
4.1.1 Unterstützung durch eine zentrale Social Media-Abteilung 14
4.1.2 Zusammenarbeit und Abstimmung mit anderen Abteilungen 14
4.1.3 Verhältnis zu anderen Kommunikationskanälen 14
4.2 Nutzung von Social Media in CRM-Prozessen 15
4.2.1 Marketing 15
4.2.1.1 Kampagnenmanagement 15
4.2.1.2 Produkt- und Innovationsmanagement 15
4.2.1.3 Markenmanagement 15
4.2.2 Vertrieb 16
4.2.2.1 E-Commerce-Shop 16
4.2.2.2 Facebook-Shop 17
4.2.3 Service 17
4.2.3.1 Produkt- und Serviceanfragen 17
4.2.3.2 Servicemanagement 18
4.2.3.3 Community Support 19
4.3 Zukünftige Herausforderungen 19
5 Softwareunterstützung 21
5.1 Infrastrukturüberblick 21
5.2 Infrastruktur in Social CRM-Prozessen 21
5.3 Zukünftige Herausforderungen 21
6 Zusammenfassung 23
6.1 Einordnung von Social CRM bei Spreadshirt 23
6.1.1 Social CRM bei Spreadshirt 23
6.1.2 Charakteristika des Social CRM-Ansatzes 23
6.1.3 Handlungsbedarf im Social CRM 24
6.2 Prozesse und Gestaltungsbereiche 25
6.2.1 Unterstützung von CRM-Prozessen 25
6.2.2 Unterstützung der Social CRM-Gestaltungsbereiche 26
6.2.3 Interne Social CRM-Dienstleistungen 26
6.3 Ausblick 27
7 Fazit 28
Literaturverzeichnis 29
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Reinhold, Olaf, Christoph Stempin, and Rainer Alt. "Fallstudie Spreadshirt - Social CRM als Bindeglied zwischen Community-Management und kundenindividueller Fertigung." Universitätsbibliothek Leipzig, 2017. http://nbn-resolving.de/urn:nbn:de:bsz:15-qucosa-224175.
Full textAbstract:
Der Forschungsbericht stellt anhand einer Fallstudie mit dem Unternehmen Spreadshirt die Einsatzmöglichkeiten von Social CRM vor. Es werden die genutzten Social Media, unterstützten CRM Prozesse und eingesetzten Technologien vorgestellt und aus der Perspektive des integrierten Social CRM vorgestellt.
10
Perin, Luca <1987>. "Il Social CRM: l’utilizzo di strumenti social come estensione del CRM aziendale. Strategia e scenari nel settore arredo." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/2634.
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Oggigiorno i consumatori di tutte le fasce d’età interagiscono in qualunque modo, luogo e tempo, attraverso una moltitudine di canali che la rete Internet mette a loro disposizione. I social media sono il luogo dove avvengono queste conversazioni. I social media non solo diventano così strumento di comunicazione innovativa ma contribuiscono a stabilire attraversi l'ascolto una relazione attiva 1:1 con i consumatori. La pubblicità tradizionale e l’utilizzo dei diversi social media e altri strumenti web 2.0 consentono alle aziende di realizzare interazioni, che possono essere gestite, attraverso la combinazione di social media e Customer Relationship Management: questa combinazione tra social media e CRM è configurato ed identificato con il termine di Social CRM (SCRM). La tesi sviluppa il tema del Social CRM e illustra un’indagine sullo sviluppo del SCRM nel settore arredo illustrando qualche strategia.
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Buss, Olga, and Gabriel Begorgis. "The Impact of Social Media as a Customer Relationship Management Tool : A B2B Perspective." Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36382.
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This study explores the association between the Customer Relationship Orientation of a company, their Social Media Use through Social Customer Relationship Management Capabilities, with Customer Relationship Performance in order to determine if Social Media can be used as an effective Customer Relationship Management tool in a business-to-business context. In addition, the research will explain if the company’s expectations conform to the customer’s experience. Four digital managers within Swedish small and medium sized enterprises were interviewed and 34 of their corresponding customers took part in an online survey. The findings indicated due to companies limited Social Customer Relationship Management Capabilities the positive impact on Customer Relationship Performance was not achieved through Social Media Use. Furthermore the online surveys revealed that Social Media is not the most effective Customer Relationship Management tool, nevertheless a weak relationship was found and thus Social Media can be used in addition to the companies’ already established Customer Relationship Management activities. Future research will focus on increasing the sample size, revisiting the study in a few years, and why certain intermediaries were significant.
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Ryman, Lukas, and Magnus Andersson. "CRM implementering : Vilka förutsättningar krävs för att lyckas." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16891.
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I modern tid är den så kallade transaktionsmarknadsföringen det paradigm som till största del präglat marknadsföringen. Utvecklingen och globaliseringen har bidragit till att marknaden blivit mer transparant, kunderna ställer högre krav och det räcker inte längre med att endast erbjuda en produkt/tjänst. Företagen måste för att kunna konkurrera, bygga relationer och erbjuda bästa möjliga service, sätta kunden i fokus. Ett sätt för att lyckas är enligt forskningen att implementera Customer Relationship Management (CRM) i organisationen, något som visat sig vara problematiskt och svårt. Ett av problemen är att CRM ofta likställs med teknologi och därför utelämnas flera viktiga delar i implementeringsprocessen. Vårt syfte med studien var att undersöka vilka förutsättningar som vårt valda företag hade för att implementera CRM och vad som krävs för en lyckad sådan. För att svara på vårt syfte använde vi oss av en kvalitativ metodansats där djupintervjuer med, enligt oss, viktiga personer inom företaget och kunder gjordes.Resultatet av studien visar att Menigo har goda förutsättningar för en eventuell CRM implementering det finns dock vissa områden som behövs ändras för att lyckas. Det berör mestadels informationsstrategin och systemstödet. Viktiga slutsatser är att CRM är en heltäckande strategi och den bör därför behandlas som en sådan och inte likställas med enskilda delar av konceptet. Förändringsarbetet tar tid och ett engagemang från ledning såväl som personal är vitalt för att lyckas.Program: Civilekonomprogrammet
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Huhta, Anna, and Hjalmar Öhagen. "Drivkrafter till att använda sig av Social CRM – En kvalitativ forskningsstudie om Social CRMs bakomliggande drivkrafter." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-17293.
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Purpose: The purpose of this paper is to create an understanding of how customer engagement, communication / interaction and customer insight are driving forces behind the use of Social CRM from a leadership perspective. Method: The purpose of the study, we believed it was appropriate to use a qualitative approach to conduct the study. The empirical data were collected through semi-structured interviews. The sample consisted of 10 companies located in the Gävle area who are active on social media. The interviews were coded to obtain keywords and patterns. These patterns and keywords are then analyzed to arrive at the study's results. Results and contributions: Our results suggest that all the identified benefits, customer engagement, customer insight and communication are driving forces to make use of social CRM. However, they are used to different extents with different purposes. The two main drivers are customer engagement and communication. Customer insight is the driving force that is used least extensively and least consciously. Our investigation has confirmed much of the already existing research in this area but also highlighted that all driving forces do not have the same priority. Our study contributes to a better understanding of the driving forces behind the use of social CRM.
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Esteves, Paulo Sérgio Filipe Mena. "Social CRM adoption in a higher education institution." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10395.
Full textAbstract:
Mestrado em Gestão de Sistemas de InformaçãoNeste estudo foi adoptada a definição proposta por Choy, et al. (2003) e Shaw (1999) onde o Customer Relationship Management é definido como o processo pelo qual uma empresa envereda por uma estratégia de procura de maximização da informação sobre os seus clientes num esforço para aumentar a sua lealdade e pronlogar a relação comercial. A Web 2.0 é o termo geralmente usado para descrever a chamada segunda geração da World Wide Web e está intimamente relacionado com o fenómeno da interacção e partilha de informação online (Barsky & Purdon, 2006). Com a evolução das tecnologias e da Web 2.0 começaram a haver mudanças no comportamento dos consumidores e na sua adopção a estas novas tecnologias tais como redes sociais, foruns, wikis, blogs, entre outros, tendo a Internet como base. Isto é importante, pois permite ás empresas juntar os seus dados sociais, ás informações já existentes nos seus sistemas de CRM, a isto chama-se CRM Social. Define-se como uma filosofia e uma estratégia de negócio, suportada por uma plataforma tecnológica, regras de negócio e caracteristicas sociais, desenhada de forma a empreender conversas colaborativas com os seus clientes (Greenberg, 2010). Neste estudo discute-se a adopção de uma instituição de ensino superior ao CRM Social. Para desenvolver este estudo foi efectuado um método de case study para perceber quais os grandes objectivos inerentes à sua adopção, e se estão de acordo com o estudado por (Greenberg, 2010).
In this study, we adopted the definition proposed by Choy, et al (2003) and Shaw (1999) where Customer Relationship Management is defined has the process which a company decides to invest in a strategy to maximize the information search about their customers in order to increase customer loyalty and to prolong their commercial relationship. Web 2.0 is the term generally used to describe the second generation from the World Wide Web and it is related to the phenomenon of interacting and sharing information online (Barsky & Purdon, 2006). With the evolution of technologies and the Web 2.0, there were changes in customer behavior and people?s adoption to these new technologies, such as social networks, forums, wikis, blogs and others having the internet as its base. This is important for companies to understand in order to add their social information to their CRM information, this is called Social CRM. It is defined as a philosophy and a business strategy, supported by technology platform, business rules, processes and social characteristics, designed to engage customers in collaborative conversations (Greenberg, 2010). This study discusses the adoption of a higher education institution to Social CRM. To develop this study, a case study method was adopted to investigate what were the main objectives behind this adoption and if they are aligned with the definitions studied by (Greenberg, 2010).
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Harášek, Luboš. "Social CRM a nové přítupy k marketingu na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124705.
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The goal of this thesis is to analyse ways companies, entrepreneurs or individuals can present themselves in terms of marketing on the internet especially with regards to the spread of social networks and growing significance of internet as a means of communication. Along with the possibilities of new marketing instruments, I focus on their influence on consumers and internet users. Goals of the thesis will be achieved by means of studying internet sources, specialized magazines and books, and by research among internet users. The research will be done by means of an internet questionnaire. The thesis is divided into five parts. The first two parts describe the environment of contemporary internet such as social networks, technologies, social CRM, and a definition of Web 2.0. Third part addresses technological possibilities of linking social networks to external applications. The fourth, practical part of the thesis is focused on the research among internet users and their opinion and behaviour on the internet with regards to marketing and the fifth part brings a thought on future development and use of marketing on the internet. I can see a contribution of this thesis in bringing new knowledge to potential advertisers on the internet so that they can -- based on my findings - decide and get inspiration in some of the contemporary or future advertising solutions and also for current advertising space providers and advertisers who get information on how different ways of promotion influence the consumers.
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Degerman, Isabel, Johanna Eckerbom, and Hong Gu. "How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR? : A Multiple Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86069.
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This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory. The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works. Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.
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Georgeson, Sofia, and Nicole Holmes. "Konsumenters upplevelse av företags användning av social media som en kanal för marknadsföringsaktiviteter : En kvalitativ intervjustudie på konsumenters upplevelse av social media, kundengagemang och personaliserad marknadsföring." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-46195.
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Som ett resultat av att fler konsumenter idag befinner sig på social media samtidigt som fler företag strävar efter förbättrade kundrelationer har Socialt CRM (Customer Relationship Management) blivit en vital strategi för kundrelationer för företag. Socialt CRM är ännu ett relativt outforskat område som vid felaktig användning och implementering kan resultera i finansiella misslyckanden. Det är därför viktigt att genomföra forskning inom området så att företag ska veta om och hur de ska formulera sina strategier så att deras investeringar lönar sig. Denna studie syftar därför att öka förståelsen för vad konsumenter tycker om att företagen använder social media som en kanal för kundengagemang och personaliserad marknadsföring. Detta genomfördes genom att tillämpa en kvalitativ intervjustudie där nio konsumenter med aktiva profiler på social media intervjuades i syfte att öka förståelsen för konsumenternas uppfattningar avseende kundengagemang och personaliserad marknadsföring. Resultatet från studien uppvisade ett antal olika forskningsansatser som företag kan ta tillvara på, bland annat identifierades det att konsumenter upplever att emotionellt och rationellt innehåll på social media bör anpassas baserat på beroende vilken produkt eller tjänst som informationen avser. Resultatet visade även att konsumenter generellt uppskattar när företag är aktiva på social media och engagerar sig med kunder. Denna aktivitet gör konsumenter mer lojala och benägna till att köpa av företag med aktiva profiler. Avslutningsvis visade även resultatet att konsumenter överlag upplever personaliserad marknadsföring som något positivt och att personaliseringen har hög träffsäkerhet på social media. Samtidigt visade resultatet däremot att det finns ett antal aspekter inom personaliserad marknadsföring som kan effektiviseras samt att det krävs en balans för att marknadsföringen inte ska bli kränkande mot konsumentens integritet. Resultaten från denna studie ger upphov till vidare forskning inom området, förslagsvis kan balansen mellan personaliserad marknadsföring och användning av kunddata kvalitativt studeras genom intervjuer med företag.
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Bartušek, Pavel. "Trendy v oblasti podnikových IS (sociální sítě, social CRM)." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85232.
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This diploma thesis deals with a new trend in the corporate sector -- social networks. These in fact have become a phenomenon due to its growing popularity in recent years. The aim of this thesis is to introduce the social networks in a broader context -- especially the analysis of milestones of social networks. Further comparison of selected social networks from the perspective of business alias what options the company offers a social network for your presentation with access to user data (Social CRM). The third part of the aim of this work is to analyze the critical factors in the integration of social networks into the enterprise information system. The work can be divided into the descriptive (Chapters 2-4) and the practical (Chapters 5-6) part. The first part presents the social networks, the concept of Social CRM and basic characteristics of systems integration. The practical part is focused on all those aims. Author of the work receives information primarily from the electronic information resources that are available at University of Economic in Prague and also from various sources that are on the principle of Web 2.0 (Czech and foreign). Finally, the author also receives information from social networks (social networks options). The work serves as a summary and mapping of existing communication channels on the Internet (e-mail, IRC, selected social networks) and summarizes the critical factors in the integration of social networks into the enterprise information system according to the individual project phases.
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Tunes, Pedro Antunes Vivas. "Business planning in nonprofit: laying the ground for customer relationship management in Instituto de Empreendedorismo Social." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9622.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsWith a growing scope of business, IES felt the need to better structure its internal information and processes so a one-on-one communication strategy with its stakeholders, a key competitive advantage, could be maintained. This work project intends to lay the ground for CRM implementation in IES, reviewing the literature on relationship marketing and analyzing the environment and context in which the institute functions and its day-today operations. The results suggest that IES could benefit from the implementation of the Salesforce.com CRM cloud-based software, creating interrelated databases for its three main groups of stakeholders – social entrepreneurs, social initiatives and entities.
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Quaresma, Martim Pardal Agarez. "Business planning in nonprofit: Laying the ground for customer relationship management in Instituto de Empreendedorismo Social." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9614.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe following Work Project analyzes the implementation of a Customer Relationship Management tool in Instituto de Empreendedorismo Social, a Portuguese nonprofit that does research and provides training on Social Entrepreneurship (S.E.). Existing literature was revised, IES was analyzed, and conclusions were taen in order to develop a proposal for the successful implementation of Salesforce.com, the chosen CRM tool.
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CHIERICI, ROBERTO. "Social Media e CRM - Gli effetti delle nuove tecnologie sulla gestione della relazione con il cliente." Doctoral thesis, Università degli Studi di Milano-Bicocca, 2016. http://hdl.handle.net/10281/105009.
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The aim of this thesis is to propose a study that explains whether and how social media support firms to develop a better customer relationship management and if they affect customer relationship performance.
CRM is a continually evolving domain and since early 90’s it has always been one of the most studied research domain for marketing scholars, which aim to support a core role for the organizational process focused on establishing, maintaining and nurturing long-term relationships with customers (Jayachandran et al., 2005; Payne & Frow, 2005). Companies are moving towards a customer-centric approach, trying to identify, establish and maintain relationship with long-term customers. Taking note of studies which demonstrate that customers have different economic value to the firm, managers are interested in evaluate customer lifetime value (CLV) in order to increase company’s profit.
Starting from 2000’s the traditional view of CRM have been changed with the inclusion of 2.0 technologies, in particular social media. Today, consumers are increasingly turning to social media to gain knowledge about products and companies (Moore et al., 2015). These tools are not only transforming the ways of communication between firms and customers, but they are setting new challenges for traditional customer relationship management approach: due to social media success, companies have less control on relationship, while consumers are driving the conversation and can overcome firms’ marketing, sales and service effort (Baird & Parasnis, 2011). In this scenario, managers need to set up new strategies using social media technologies as tools to develop a deeper and wiser customer relational process. Furthermore, using social media to improve CRM allow companies to improve their customer relationship performance (Trainor et al., 2014).
This phenomenon led to a new concept that has been labelled as Social CRM (Greenberg, 2010; Trainor et al., 2014; Harrigan, et al., 2015) which is the incorporation of everyday social media technologies into the CRM armory (Harrigan & Miles, 2014) in order to implement collaborative real time processes of relationships with customers.
Despite the rise of social media and the fact that the characterization of these social media technologies as CRM tools transforms the landscape of building relationships with customer, the effectiveness of Social CRM still remains a domain largely under investigated.
In particular, various studies tried to shed some light on critical factors underpinning Social CRM, but a clear understanding of whether and when social media can increase customer relationship’s effectiveness along the different stages of the process, is still missing.
In order to understand the role and usage of social media to affect customer relationship process and performance, an online survey was used to collect data from a population of marketing managers. Data collected have been processed through different statistic techniques to emerge the effectiveness of social media in each phase of customer relationship process and to understand whether exist a stage of the process in which new technologies play a more relevant role.
According to managers’ perceptions, the study makes a step forward and contributes to the body of knowledge as it demonstrates the importance of social media usage in improving the CRM systems. Moreover, it highlights the effect of customer relationship orientation on social customer relationship process, it illustrates the role of social media technologies use in supporting social customer relationship process and it analyzes the role that social customer relationship process plays upon customer relationship performance.
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Nemček, Sebastian. "Current and future trends in cloud CRM." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150122.
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The diploma thesis is committed to mapping CRM applications available in cloud and trends within. The goal is to describe what CRM is, how it evolved into Cloud CRM, analyze main differences between the two approaches and analyze trends that can be observed in CRM market and CRM applications. This is coupled with description of the most common CRM solutions and products available both on-premises as well as on-demand. In the first part, the thesis introduces theory behind Customer Relationship Management and its different understanding by various authors. It also describes the most common functionality of CRM. The second part explores the world of CRM application, characterizing infrastructure behind, deployment models, access options, licensing models and technology. In the next part the three on-premise solutions -- Oracle Siebel, Microsoft Dynamics CRM and SAP 360 Customer are described in terms of their look and feel, functionality, social and mobile CRM capabilities and pricing. The next part finally deals with CRM in the form of Cloud, introduces the term cloud computing, clarifies when cloud is the right choice and generally compares costs of running CRM on-demand and on-premise. This is followed by trends description on CRM market and functionality. The last chapter describes two cloud CRM solutions for each of the enterprise, medium and small company target segments.
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Ljungbro, Niklas, and Martin Edrén. "Social CRM - Är du med på tåget? - En fallstudie om en organisations hantering av big data för att vårda kundrelationer på sociala medier." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20771.
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Användandet av sociala medieplattformar ökar där kunder lämnar ifrån sig stora mängder data, även kallat big data. Datan kan innehålla värdefull information, varav företag försöker extrahera denna genom data mining, för att erhålla viktiga kundinsikter. S-CRM har blivit ett aktuellt begrepp som syftar till att hantera kundrelationer på sociala medier. Forskning pekar dock på svårigheten för företag att hantera big data och omvandla den till värdefulla kundinsikter. En utmaning är även att mäta avkastningen på sin S-CRM investering. Genom en kvalitativ fallstudie är syftet att skapa en större förståelse för hur ett företag inom konfektyrmarknaden använder S-CRM för att hantera stora mängder data, hur kundinsikter utifrån datan kan erhållas samt hur resultat mäts. Information har erhållits från semistrukturerade intervjuer. Resultatet visar att insikter om den alltmer engagerade kunden, erhålls framgångsrikt genom användandet av en plattform för social mediaövervakning, varav denna effektivt hanterar och sorterar big data. Big data är inte den stora utmaningen, utan användarvänligheten av plattformen anses vara den begränsande faktorn. Resultat visar att det fortfarande är svårt för företag att mäta ROI, men att mjuka värden som erhålls är väldigt värdefulla.The use of social media platforms is increasing as customers leave large amounts of data, also called big data. The data can contain valuable information, of which companies try to extract this through data mining, in order to obtain important customer insights. S-CRM has become a current concept aimed at managing customer relations on social media. However, research points to the difficulty for companies to handle big data and turn it into valuable customer insights. A challenge is also to measure the return on the S-CRM investment. Through a qualitative case study, the purpose is to create a greater understanding of how a company in the confectionery market uses S-CRM to handle large amounts of data, how customer insights can be obtained from the data and how results are measured. Information has been obtained from semi-structured interviews. The result shows that insights about the increasingly committed customer are successfully achieved through the use of a platform for social media monitoring, of which this effectively handles and sorts big data. Big data is not the big challenge, but the user-friendliness of the platform is considered the limiting factor. Results show that it is still difficult for companies to measure ROI, but that soft values obtained are very valuable.
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Wennberg, Oscar, and Karim Yasa Abdulla. "CRM på Sociala Medier : En kvalitativ studie om hur SME-företag bearbetar &skapar nya kundrelationer på sociala medier." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-15360.
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Syfte: Att undersöka hur olika mindre och medelstora företag (SME-företag) använder sociala medier i sitt CRM-arbete (kundrelationshanteringsarbete) för att skapa nya men också vidareutveckla och bearbeta redan befintliga kundrelationer. Metod: Uppsatsen bygger på en kvalitativ metod med en deduktiv ansats, med fokus på dokumentstudier på webben. Undersökningen utfördes genom att studera fyra olika företag, tvåhandelsbolag och två tjänstebolag, som använder sociala medier som en del i deras arbete med CRM. Resultat och Slutsats: De företag som vi studerat använder sociala medier som ett verktyg i rättriktning för ett lyckat arbete med CRM. Det vi kommit fram till är att sociala medier underlättar arbetet med CRM samtidigt som det kär en effektiv marknadsföringskanal. Resultatet frånundersökningen visar att sociala medier bidrar till många fördelar för företaget, exempelvismöjlighet till feedback, viral marknadsföring, Word-of-Mouth-marknadsföring, personlig kontakt och direkt interaktion mellan företaget och kunden, samtidigt som det är kostnadseffektivt. Förslag till Vidare Forskning: Denna studie har lagt en grund till vidare forskning, där man genomintervjuer kan intervjua olika företag och nyckelpersoner inom dessa företagen. Genom att använda en kvalitativ metod med fokusgrupper eller semistrukturerade intervjuer kan man gå in djupare i ämnet för att förstå skillnaden och hitta likheter med tillvägagångssätten i strategier och metoder, som tjänstebolagen och handelsbolagen använder på sociala medier. Uppsatsen Bidrar med: Uppsatsen bidrar till ökad förståelse för hur handelsbolag och tjänstebolag använder sociala medier för att arbeta med CRM, samt vilka likheter och skillnader det finns i arbetet och hur detta påverkar deras CRM. Studien redogör för tidigare forskning, att ett företag som arbetar med sociala medier, direkt och indirekt, i sitt arbete med CRM kan skapa goda kundrelationer som bidrar till positiv tillväxt.Objective: To investigate how different SMEs (SMEs) use social media in their CRM work(customer relationship management) to create new but also further develop and process existing customer relationships. Method: The essay is based on a qualitative method with a deductive approach, focusing on document studies on the web. The study was conducted by studying four different companies, two trading companies and two service companies, which use social media as part of their work with CRM. The study is written in Swedish. Result and Conclusion: The companies we studied use social media as a tool in the right direction for a successful work with CRM. What we found is that social media facilitates the work with CRM when used with an effective marketing channel. The results of the survey show that social media contributes with many benefits for the company, such as the opportunity for feedback, viral marketing, Word-of-Mouth-marketing, personal contact with the customers and direct interaction between the company and the customer, while being cost effective. Proposals for Further Research: This study has laid the foundation for further research, that can interview different companies and key people within these companies. By using a qualitative method of focus groups or semi structured interviews, you can go deeper into the subject to understand the difference and find similarities with the approaches in strategies and methods used by employees in different kinds of companies. The essay Contributes to: The essay contributes to increased understanding of how trading companies and service companies use social media to work with CRM, as well as what similarities and differences there are at work and how this affects their CRM. The study explains earlier research and that a company that works with social media, directly and indirectly, in its work with CRM, can create good customer relationships that contribute to positive growth.
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Gregório, Tânia Isabel da Costa. "Customer Relationship Management (CRM) em agências de recrutamento a nível europeu." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11070.
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Mestrado em MarketingAs empresas estão cada vez mais centradas no cliente e em novas formas de os abordar individualmente. As tecnologias mobile e da Web 2.0 têm permitido às empresas desenvolver-se neste campo e aproximar-se dos clientes. A presente investigação foca-se na forma como os sistemas de Customer Relationship Management (CRM) são utilizados pelas empresas de recrutamento a nível Europeu por forma a ajudar os candidatos a encontrar emprego de forma personalizada. Para melhor compreender a utilização destes sistemas de CRM, a metodologia utilizada para este estudo exploratório foi a quantitativa com recurso à técnica de amostragem não probabilística, baseada em julgamento. No total foram estudadas 35 agências de recrutamento. Os resultados obtidos demonstraram que a utilização de software por parte das agências de recrutamento é bastante notória. Neste estudo foi ainda possível perceber que o CRM 2.0 está presente na grande maioria das empresas em estudo, que não descuram o envio de ofertas de emprego personalizadas para os candidatos via e-mail, assim como a utilização das redes sociais como forma de contacto e de divulgação de ofertas de emprego. Quanto ao mobile CRM, existe ainda muito por explorar neste canal, uma vez que as agências focam os seus recursos na Web 2.0, deixando de parte o grande potencial deste canal.
On a daily basis, companies are growing more focused on the costumer and in new ways to approach them individually. Mobile technologies and Web 2.0 have been pushing companies to evolve in this matter and helping them to approach costumers. The present research is focused on the way Costumer Relationship Management (CRM) systems are used, on an european level, by recruiting companies to assist candidates in finding an adequate job. For better understanding this CRM systems, the methodology used in the exploratory study was quantitative, resorting to a non-prababilistic sampling technic, based on judgement. In total, 35 recruiting agencies were studied. Obtained results showed that the use of software in recruiting agencies is quite common. In this study, it was also possible to verify that CRM 2.0 is present in the vast majority of the studied companies, who do not neglect sending customized job offers via email to their candidates as well as using social networks as communication and job offers divulgation tools. When it comes to mobile CRM, there's still much to be explored in this channel, as agencies focus their resources in Web 2.0, leaving this channel's great potential unused.
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Reis, Miguel Pidwell Júdice de Castro. "O CRM na hotelaria : estudo de caso." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/13967.
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Mestrado em Ciências EmpresariaisO presente trabalho tem como tema o "O CRM na hotelaria: Estudo de caso", sendo a questão de investigação a seguinte: "De que forma pode o CRM ter impacto na gestão e nos serviços prestados por um hotel de cinco estrelas?". Assim, o objetivo principal visa compreender o impacto do CRM neste nicho de mercado do sector hoteleiro, respondendo a um conjunto de objetivos mais específicos.
This paper focuses on "CRM in hospitality: case study". The research question is : "In what way can CRM impact in the management and services provided by a five-star hotel?". The main objective is to understand the impact of CRM in this niche market of the hotel sector, responding to a set of more specific objectives.
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Sidiropoulou, Coster Sofia, Anastasia Prokopovych, and Kristina Bekshayeva. "Små hotell och deras arbete med sociala medier : En studie om kundcentrerad marknadsföring." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-36113.
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Sociala medier har medfört en revolutionerande förändring av människors livsstil och grundligt även förändrat hur affärsverksamheter samspelar med sina kunder. Numera spelar sociala medier en viktig roll när det gäller att vara konkurrenskraftig på marknaden. Genom sociala medier kan organisationer komma närmare sina kunder och skapa goda relationer. Denna studie undersöker hur små hotell i Stockholms län arbetar med marknadsföring via sociala medier med fokus på kundcentrering. Studien utgår från en kvalitativ ansats. De insamlade datamaterialet består av nio intervjuer med respondenter från olika hotell. Med hjälp av tidigare forskning har skribenterna tagit fram en teoretisk syntes vilken beskriver sju punkter som handlar om arbetet med kundcentrerad marknadsföring via sociala medier. Den teoretiska syntesen har varit till hjälp i analyseringen av empirin. Resultatet visar att små hotell kommit långt i arbetet med kundcentrering med hjälp av sociala medier. Det visade sig att hotellen tar god hänsyn till kunders feedback som också tillämpas inom verksamhetens utveckling. Resultatet visar även att de små hotellen ser fler möjligheter inom sociala medier som de skulle kunna utveckla och arbeta mer med.Social media has brought a revolutionary change in people's lifestyles and has changed the interaction between businesses and their customers. Nowadays social media plays an important role when being competitive on the market. Through social media, organizations can come closer to their customers and create good relationships. This study research how small hotels in Stockholm County use marketing, through social media, as a tool when focusing on the customers. The study is based on a qualitative approach. The data collected consists of nine interviews with respondents from different hotels. With the help of previous research, the writers have developed a theoretical synthesis which describes seven points that deal with the work of customer-centered marketing, through social media. Theoretical synthesis has been helpful in the analysis of empiricism. The result shows that small hotels have come a long way in focusing on customer centering using social media. It turned out that the hotels take good care of customers feedback, that is also applied in the business development. The result also shows that the small hotels see more opportunities in social media that they could develop and continue to work with.
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Valiera, Matteo <1991>. "La gestione delle relazioni con i clienti tramite pratiche di CRM e di Social CRM. Il caso Limoni e La Gardenia." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/7707.
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Il lavoro comincia con un'analisi abbastanza approfondita del Cuatomer Relationship Management e della sua importanza oggigiorno, in quanto si è capita l'importanza di stabilire relazioni stabili con i propri clienti da parte delle imprese. L'avvento del web 2.0 e dunque di tutte le nuove tecnologie ed il loro conseguente utilizzo all'interno delle aziende ha portato alla nascita del cosiddetto Social CRM, strumento che va ad affiancarsi, e non a sostituire il CRM, fornendo alle imprese uno strumento aggiuntivo per migliorare e potenziare le relazioni con la clientela.
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Nakhoul, Imad. "Business Value of the CRM Approach : the Case of 5 Stars Hotels in Lebanon." Phd thesis, Université de Grenoble, 2011. http://tel.archives-ouvertes.fr/tel-00677715.
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Business Value of the CRM Approach - the Case of 5 Stars Hotels in Lebanon Customer Relationship Management (CRM) is an organizational-wide ongoing process. It provides a systemic approach to aligning business processes, technologies, and the customer. The application of the CRM approach in the hospitality sector accompanies the guest cycle in all its stages. It is an ongoing process defined by two main activities: the analysis and the action which are repeated as long as the relationship exists between the hotel and its customer. The success of this ongoing approach in increasing customer loyalty and fostering customer retention has yielded into the development of hotels' concentrations towards the CRM. Despite the extensive investments in CRM, numerous CRM projects fail to meet the expected business goals. Nevertheless, a handful of successful CRM projects give both a proof-of-concept and a guideline for a successful CRM approach. This research is intended to illuminate the business value of CRM approach in hotels. It brings together the concept of identifying the critical success factors of the CRM approach, and the impact of the CRM approach on the organizational performance in a single research model. This study was completed by examining the CRM approach in 5 stars hotels in Lebanon. The final sample represents 87.5% of the 5 stars hotels in Lebanon.
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Müllerová, Michaela. "Analýza trhu nabídky nástrojů SCRM." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191991.
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This diploma thesis deals with market analysis of Social Customer Relationship Manage-ment tools in companies, introduction to this issue and explanation of the terms that are related to the Social Customer Relationship Management. The aim of this work is to introduce the reader with the general issues of CRM with emphasis on SCRM, to explain how can the SCRM tools be used in companies, to perform a survey on awareness of SCRM in companies and especially to analyze the market of these tools and to determine the suitable products for a midsized company according to established criteria. The document is divided into a theoretical part, which focuses on the concepts of CRM and SCRM, explains their differences and clarifies the social element. The practical part of the work is divided into a survey designed to determine the awareness of Czech companies about CRM and SCRM, and whether they use the social media in business. The last part is the market analysis of tools which evaluates them according to the established criteria for midsized businesses. Evaluated tools were selected according to the Social CRM Magic Quadrant by the Gartner company.
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Nilsson, Sofie, and Nathalie Wendel. "CRM via Facebook : En kvantitativ studie om den svenska millenniegenerationens uppfattning av företags CRM-aktiviteter via Facebook." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28510.
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Problemområde Användningen av digitala sociala nätverk har under de senaste åren ökat och Facebook är det nätverk med flest anhängare över hela världen. Statistik tyder på att användningen av sociala medier och Internet är en väsentlig komponent i den svenska befolkningens vardag, speciellt bland den yngre generationen. Millenniegenerationens användning av sociala medier kan betraktas som en förutsägelse över hur framtida generationers konsumentbeteende kommer att se ut och är därmed av stor relevans för marknadsförare för att hålla sig uppdaterade kring denna generation. Företagens största utmaning idag är att skapa en god kundrelation via de sociala medierna. För att bättre förstå konsumenters beteenden behövs vidare forskning i ämnet, vilket har mynnat ut i studiens problemformulering: – Hur uppfattas CRM-aktiviteter via Facebook av den svenska millenniegenerationen? Teoretisk ansats Den teoretiska ansatsen har delats in i fyra delar; relationsmarknadsföring och CRM, sociala medier, marknadsföring via sociala medier och Facebook samt millenniegenerationen och segmentering. Relationsmarknadsföring är strategier som företag använder för att attrahera, behålla och förbättra kundrelationer. Det består av tre grundpelare; relationer, nätverk och interaktion. Kärnan i ett företags marknadsföring bör vara att upprätthålla sina relationer. De strategier, processer och värderingar som företag implementerar i sin verksamhet för att hantera sina kundrelationer kan kallas för CRM (Customer Relationship Management). CRM kan beskrivas som företagets strategiska relationsmarknadsföring. Vidare kan CRM vidareutvecklas till att även omfatta aktiviteter på sociala nätverksplatser och kallas då SCRM (Social Customer Relationship Management). Den önskvärda reaktionen på CRM-aktiviteter via sociala medier är Word-of-Web, vilket kan beskrivas som personlig kommunikation om produkter, tjänster eller företag mellan konsumenter. W-o-W kan även beskrivas som förtjänad mediekommunikation och har som mål att generera positiv feedback. Metod Studien har antagit en deduktiv ansats. Vidare har en kvantitativ metod tillämpats för att på bästa sätt besvara problemformuleringen. Primärdatan samlades in genom en standardiserad och Internetbaserad enkätundersökning som besvarades av 488 respondenter. Den insamlade datan analyserades i statistikprogrammet SPSS där signifikans, median-, medel- och typvärde samt andra relevanta värden togs fram. Slutsats/resultat Slutsatserna är av relevans för handelsföretag, då det är viktigt för företag att existera på Facebook för att erbjuda konsumenter möjligheten att skapa en relation. W-o-W är den önskvärda reaktionen på CRM-aktiviteter, men det är svårtriggade reaktioner. Millennier är aktiva användare av Facebook, men passiva observatörer. De vill hellre ta del av andras publikationer än att själva aktivt publicera socialt mediainnehåll. Således är det viktigt för företag att vara aktiva på nätverket, men de kan inte räkna med önskvärd respons. Värdet att finnas på Facebook är större för företag än för konsumenten, även om millennier anser att det är positivt att företag bedriver aktivitet på Facebook. Resultaten är användbara och tillämpliga för alla typer av branscher och bidrar med ny information kring millenniegenerationens konsumentbeteende.
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Kulíšková, Romana. "Využití sociálních sítí v podnikových informačních systémech." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165273.
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This diploma thesis focuses on the current social networks and their possible use in enterprise resource planning. The thesis is divided into several chapters where the first chapters explains the concept of social networks, their origin, history and development. Described are the principles of their operation and the advantages and disadvantages of using. The next chapter deals with the problem of enterprise resource planning, particularly their development and current trends, where you can certainly include the social CRM, which is currently very pronounced and which is in the area of business information systems a trend. After this theoretical part is followed by the practical part, which sets out the main objectives of the work, the assumption and the methodology is described. In this section, I deal with the analysis of the survey and confrontation hypotheses. The final outcome of the evaluation is defined hypotheses and a summary of the problem. The main benefit of this work is to describe current trends in social networks and their impact on business practice, analysis of the use of social networks in the workplace and a summary of this issue.
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Louthan, Oldřich. "Uplatnění Web 2.0 v podnikovém prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74218.
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Web 2.0 is now used to describe a second generation of web-based services and tools, which allow their users to communicate, work together and share information. Corporate blogs, wikis, social networks, colaborative services, social bookmarking: there is a plenty of web 2.0 tools, they are constantly evolving and can be integrated into business. In the past few years there's been a significant process of adoption of web 2.0 and social technologies by businesses. Web 2.0 changes the way user interacts with another users and this enforces a change in the way business communicate with customers. As equally significant Web 2.0 changes a processes of internal collaboration. The object of my diploma work is an analysis of web 2.0 tools and services and possible benefits of their integration into business processes and information systems of the organizations. I will concentrate primarily on possibilities how to make business processes more effective, lower business costs, get new customers etc., not on advertising on social networks. I will also try to describe some latest relevant web 2.0 trends. The final goal of my work is to analyse an existing organisation and create an concept for web 2.0 tools and services adoption and integration. Readers will be able to find a latest trends and motivation for business inovations in my diploma work.
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Sustelo, Sónia Raquel da Silva Alves. "Estratégia de CRM na banca de retalho portuguesa: estudo exploratório do impacto das dimensões intelectual, social e tecnológica." Master's thesis, Instituto Superior de Economia e Gestão, 2009. http://hdl.handle.net/10400.5/1044.
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Mestrado em MarketingAs estratégias de CRM constituem, cada vez mais, um caminho a seguir pelas organizações que, conscientes da necessidade de adaptação do negócio a uma lógica de Cliente, investem avultadas verbas e recursos na prossecução deste objectivo. A verdade é que se tem assistido a um fenómeno de implementação massiva, muitas vezes sem sucesso e com um peso elevado para o retorno que oferece. Este estudo define CRM de uma forma diferente de outros modelos de negócio e descreve as suas pré-condições, sub-processos e contexto. Trata-se de uma abordagem que identifica a adaptação dos processos básicos da Empresa às particularidades do mercado e do próprio contexto organizacional, fortalecendo a necessidade do envolvimento da gestão de topo no patrocínio deste tipo de projectos, como a chave para a excelência do CRM. O presente estudo procura, através de metodologias experimentadas de estudos de casos, analisar os factores de análise prévios à implementação de iniciativas de CRM, permitindo avaliar o impacto a nível das áreas intelectual, social e tecnológica da Empresa. Contrariamente a muitas das premissas veiculadas por determinados dirigentes, CRM não é tecnologia, mas sim filosofia, que consiste numa forma diferente de abordar o Cliente, integrando conhecimento sobre o mesmo e propagando-o ao longo de toda a cadeia de valor.
CRM strategies are furthermore the path organizations should follow. They constrain huge investments and resources to pursue that goal, conscious of the need to adapt their business to Customer logic. In fact we've been witnessing a massive implementation phenomenon most of which with no success and heavy for the return they offer. This research defines CRM in a different way than other business models and describes its pre-conditions, sub-processes and context. It is an approach that identifies the company basic procedures towards the market singularities and the organizational context; strengthens the need to involve top management in the sponsorship of these type of projects as the key to CRM excellence. This essay will analyze through experimented methodologies and case studies, previous factors of analysis to the implementation of CRM initiatives, allowing the evaluation of the impact on intellectual, social and technological company levels. Unlike many of the premises amplified by some leaders, CRM is not technology, but a philosophy, that consists on a different way to approach the Customer, integrating knowledge and spreading it throughout all the value chain.
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Johansson, Alexander, and Tobias Svensson. "Sociala medier som ett marknadsföringsfenomen : En studie om företags processer för att skapa innehåll och konsumenters engagemang." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53510.
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Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg.Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.
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Traversa, Federica <1992>. "Social CRM: best practice e tecnologie per costruire un sistema di information management efficace." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15099.
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L’avvento di Internet e la sua inesorabile e progressiva diffusione hanno completamente stravolto le abitudini dei consumatori, i loro comportamenti e inevitabilmente anche il loro rapporto con le aziende. Le nuove tecnologie e le stravolgenti opportunità offerte dal World Wide Web hanno dato origine all’avvento dei social media, i quali vengono al giorno d’oggi utilizzati da una grandissima parte della popolazione in maniera molto proattiva.
Di fronte al tale cambiamento di scenario, le aziende non hanno potuto far altro che prendere coscienza di tale stravolgimento e iniziare a relazionarsi con l’ambiente esterno attraverso tali strumenti, in modo tale da mantenere e rafforzare la propria posizione competitiva in un mercato ormai globalizzato.
Oggigiorno infatti, il consumatore è una risorsa fondamentale per l’impresa, forse la più importante in assoluto e per questo motivo è necessario, da parte delle aziende sfruttare ogni risorsa e mezzo a disposizione per instaurare una relazione il più possibile stabile e duratura con la propria clientela, oltre che per l’acquisizione di nuovi clienti.
È ormai noto da decenni che per raggiungere gli obiettivi appena accennati è fondamentale che l’azienda adotti un sistema di gestione dei rapporti con la clientela, ovvero il Customer Relationship Management, che permette di acquisire e gestire in modo efficace informazioni sui propri clienti.
In tempi più recenti, con l’inarrestabile diffusione dei social media e la proliferazione di dati a disposizione delle imprese, non solo in fase di acquisto, ma anche in fase di pre e post-acqusito, l’importanza che risiede nello sfruttare anche i social network da parte di un’azienda risulta ancora più marcata.
È fondamentale, da parte delle aziende, creare un sistema di Customer Relationship Management che integri le nozioni e le azioni di CRM tradizionali con il mondo dei social media. È da questa necessità che è nato il cosiddetto CRM 2.0, ovvero il Social CRM.
Non è più sufficiente per le aziende essere presenti in queste piattaforme, ma c’è la necessità di attuare una gestione che contribuisca allo sviluppo di capacità distintive che si traducono in un vantaggio competitivo e di incremento di performance aziendali.
L'obiettivo di questa tesi è quella di guidare il lettore attraverso le fasi di sviluppo di questa nuova pratica e individuare quali sono le best practice da seguire e le tecnologie da adottare per costruire un sistema di information management capace di restituire effettivo valore alle informazioni e per generare profitto.
La tesi si concluderà con un caso aziendale.
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Holén, Olivia, and Caroline Strömberg. "SCRM genom Facebook." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17858.
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Idag är det nödvändigt för alla företag att fokusera på att skapa långvariga kundrelationer.Customer relationship management (CRM) gör det möjligt för företag att spåra kundersinteraktioner med företag. Det har blivit alltmer viktigt för företag att vara aktiva inom socialamedier för att skapa både kundengagemang och långsiktiga kundrelationer. Facebook är detmest använda forumet som företag idag använder. I samband med sociala mediers utvecklinghar ett nytt koncept utvecklats för att integrera sociala medier i traditionella CRM-system somkallas Social CRM (SCRM). Syftet med uppsatsen var att öka förståelsen för SCRM genomatt studera ett företags arbetssätt med SCRM för att skapa kundrelationer genom Facebook. Vivalde att utgå ifrån ICA Sverige. Studien svarar på frågorna, hur ICA Sverige använder sinFacebook-sida för att skapa kundengagemang, hur ICA Sverige hanterar den kundkritik somkommer in på deras Facebook-sida samt hur ICA Sverige tror att kundkritiken kan påverkaderas varumärke och image. Studien baseras på två semistrukturella intervjuer med CRMansvarigeoch webbredaktören inom ICA Sverige och är skriven på svenska. Eninnehållsanalys genomfördes även under två månader av ICA Sveriges officiella Facebooksida.Studien visade att ICA Sverige använder SCRM genom Facebook trots att de själva inteär medvetna om det. Denna upplysning kan bidra till att ICA Sverige i fortsättningen kan tadel av värdefulla SCRM-strategier som de idag kan ha gått miste om genom sin omedvetenhetom att de arbetar med SCRM. Studien bekräftar tidigare forskning gällande att SCRM än idagverkar vara ett delvis okänt begrepp. Studien har bidragit med en teoretisk analysmodell somföretag kan använda för att analysera SCRM.Program: Civilekonomprogrammet
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Oxwall, Amanda, and Tove Zander. "In Facebook we trust : a case study of consumer relationship & Facebook." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9639.
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Problem: Facebook is the most frequent and most used Social Media of our time. Facebook shapes new opportunities in communication and collaboration between companies and consumers that have not been possible before. Facebook is a marketing channel that gives companies an easy and free way of sharing fast information and communication online. However, Facebook’s main purpose is to maintain and create relationships online. Researchers say that in order to have a long-term relationship with loyal consumers, trust is needed. Therefore, it is interesting for companies to know the important variables that can create trust on Facebook. Trust generates loyalty and long-lasting relationship that in turn guarantee an income over time. The strengthening the relationship over Facebook is a free and fast way of creating these benefits to a company. Purpose: This study investigates important variables in the trust building process between companies and consumers on Facebook. We also explore how trust can be created in the relationship trough the companies Facebook activities. The thesis contains a case study of three different companies that use Facebook as a marketing channel. The reason behind the case study was to explore how these companies work to create trust. Methodology: The study is qualitative research and is based on three existent cases. In-depth interviews and observations of Swedish companies were the two methodologies used. Conclusions: The Facebook-Trust model was developed and represent how trust can be created through over Facebook. Companies can use the Facebook-Trust model in order to create trust in the relationship with the consumer. The case study revealed that the companies did not work according to the model. Companies are not aware of that they can create trust on Facebook. Therefore, the Facebook-Trust model is useful for the companies in this study.
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Diffley, Sarah. "Embedding social networking sites in relational information processes : an integrative framework of the antecedents, consequences and performance outcomes of social CRM." Thesis, Queen's University Belfast, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.680158.
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The overarching aim of this research study is to develop and empirically test a framework outlining how the social customer relationship management (CRM) process can be carried out in practice, in line with the antecedents and outcomes of this process. The primary contribution made by the research lies in the application and extension of the relational information processes developed by Jayachandran et al. (2005) in a social CRM context. This study proposes that the social capabilities provided by social networking sites (SNSs), when integrated with the interaction and information management capabilities inherent in relational information processes, facilitates the extension of these processes to include the co-creation of value with customers, thus enhancing customer relationships. SNSs act as a key facilitator of value co-creation activities due to the depth and networked interactions they afford, Informed by the resource-based view of the firm, dynamic capabilities approach and service-dominant logic literature, this research study develops and empirically examines a framework of the social CRM process. Data was collected from key informants in the Irish hotel industry, Adopting an explanatory research design, quantitative data collection was employed to operationalise and test the framework. Quantitative data collection took the form of a questionnaire. Data was analysed using the statistical package for the social sciences (SPSS) and partial least squares structural equation modelling (PLS-SEM). In light of the mixed results of CRM initiatives, this study demonstrates that SNSs play a key role in CRM success, Extending CRM into a social context, SNSs overcome the limitations of traditional CRM technologies, facilitating the depth and networked interactions necessary to engage and co-create value with customers
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Larsson, Emma, and Malin Eriksson. "Facebook as a tool for building customer relationships in the hospitality industry : A quantitative study on the effects of Facebook activities on relationship drivers and relational benefits." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91041.
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The main purpose of this study is to investigate the effects of Facebook activities on relationship drivers and relational benefits and the effect of relationship drivers of relational benefits perceived by customers to Pite Havsbad. To do this we have explored the relationship between a number of Facebook activities, relationship drivers and relational benefits. We developed two conceptual models, which included these relationships. We have written this degree project on commission for Pite Havsbad, which is a company that operates in the hotel industry in the county of Norrbotten in the north of Sweden. The research question that we formulated was as following: What kind of impact does Facebook activities have on relationship drivers and relational benefits in the hospitality industry? With this research question we aimed to make a practical contribution and to help Pite Havsbad develop their social media strategies in order to be able to build customer relationships. We also aimed to make a theoretical contribution to fill the research gap that exists in the research area on social media and customer relationship building. We used a quantitative data collection method in the form of a survey administered on Pite Havsbad’s Facebook page. Our population consist of the approximately 6 300 fans that Pite Havsbad has on Facebook. The data continuing of was 256 responses were processed in SPSS by conducting Cronbach’s alpha test, Pearson correlation and multiple regression analysis in order to test the hypothesized effects between our key variables. The findings from this degree project show that Facebook activities affect both the relationship drivers and relational benefits, although they have less effect on relational benefits. The relational benefits are though highly affected by the relationship drivers. Over all, the Facebook activities of Pite Havsbad were highly valued by the respondents, which means that all of them are important to work with. Many of the activities also had positive effects on the relationship drivers, which means they can be used to build relationships with customers. By conducting this research we also helped Pite Havsbad with the starting point of creating a Social CRM strategy, which can be used for future relationship building with their fans on Facebook.
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Iacovoni, Natalie, and Alexandra Åhré. "Att bygga kundengagemang och relationer i sociala medier : En kvalitativ studie av organisationers strategiska kommunikation." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45674.
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Today’s organizations can not avoid social media. Previous research focuses on how organizations should communicate in general, and not how communication between organizations and customers is expressed to build customer engagemant and relationships. Social media provides an unique oppurtunity to create customer engagement through the interactivety possibilities of the medium. This study aims to expand the research field with the pourpose of studying how Swedish companies perceive social media as a communication tool to engage and build relationships with their customers. This research takes on the organization’s perspective and intends to answer how organizations communicate to build customer engagement and customer relationships. In order to answer the main question, nine qualitative interviews were conducted with nationwide Swedish companies that work with social media. In addition to the interviews, a feasibility study was implemented in the form of a netnographic observation of participating organizations’ social media accounts. According to the theoretical framework, the excellence theory is not supported in this study, since the participating companies prefer to exercise two-way assymmetrical communication in social media. The stakeholder approach is used by the organizations since they strive to keep the customers satisfied with the communication. The research did not reveal that they communicated according to the interactive communications model, however, their communication did show similarities with Shannon & Weavers model of communication. The study also showed that, according to Evans model for engagement, the organizations focus lies on the second level of engagement, curation. Thus, the organization’s investigated in this study communicate through creating content correlated with customers demands in order to create customer engagement and relationships, and to set the agenda for the dialogue.
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Fyrvald, Johanna, Ebba Holmström, and Niklas Palm. "Implementering av dataanalys i en CRM-organisation : En studie om effekten av implementering av dataanalys i marknadsföringssyfte." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-377326.
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Customer Relationship Management (CRM) har blivit en självklar del i många företags arbete med att behålla och attrahera nya kunder. På flera transaktionstäta marknader blir CRM-verksamheten mer och mer datadriven, där avancerad dataanalys och personanpassade erbjudanden är växande fenomen med syfte att knyta kunden till varumärket. Många vittnar om enorm potential, men det finns lite kunskap om vad dataanalys innebär och kompetens är ofta det största hindret för en implementering. Studien syftar således undersöka vad en implementering av avancerad dataanalys har för effekt på ett företags CRM-arbete, i marknadsföringssyfte. Ett företag som relativt nyligen började integrera analysverktyg i CRM-verksamheten är dagligvaruhandelskedjan Coop, som med 3,4 miljoner medlemmar och 655 butiker runt om i landet har goda förutsättningar för att integrera dataanalys i sin verksamhet. Denna studie undersöker därför Coops implementering av avancerad dataanalys för att öka kunskapen om vad dataanalys har för effekter på transationstäta marknader. Studien visar att avancerad dataanalys har flera effekter på ett företags CRM-organisation men att effekterna beror på graden av personalisering som önskas tillämpas. De nya insikterna tillsammans med mer detaljerad prestationsmätning leder till nya tjänster, både internt och externt, och möjliggör ett mer kostnadseffektivt CRM-arbete. Studien visar att en implementering av avancerad dataanalys ökar kunskapen bland medarbetarna och bidrar till en mer datadriven organisation.
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Sterner, Linn, and Linnea Jönsson. "Cause Related Marketing : En studie i hur företag praktiskt arbetar med CRM." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106473.
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Cause-Related Marketing (CRM) is not a completely new phenomenon, yet an idea whose time has truly come. To have commercial organizations cooperate with charity organizations for mutual profit is a "win-win-win" situation. The company gets added value to its brand, the charity organization gets to collect more money that it otherwise wouldn't and the customer gains a feeling that he or she has contributed to the society.
The purpose of this thesis is to study how a company, in practice, works with CRM marketing. How do they choose which charity organization to work with,what type of product is most appropriate to market with CRM and how is the CRM campaign designed? A theoretical model is then formed to answer these questions, after a thorough research of relevant theory on the subject. Through a qualitative multiple case study we thereafter studied this at three large companies on the Swedish market, ICA, Kellogg's and Lindex.
Our findings showed that all three companies work very similar with these issues. They cooperate with large well known charity organizations and they think that it's very important that the product and the cause match each other. The products are consistently low involvement products, which is also shown in the theoretical model. The CRM campaign lasts for a shorter period of time and the message is clear so it fast and easy will reach the customers.
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SIMONSSON, LENA, and RICKARD EKDAHL. "Kundinformation utvecklar den interna styrningen." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20512.
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Hur en verksamhet skall förbättrar sin interna styrning genom användning av kundinformation är ett omdiskuterat ämne. I studien ”Kundinformationen utvecklar den interna styrningen”. Undersöker författarna hur företag som tillämpar användningen av CRM i sin vardagliga verksamhet, har möjlighet att effektivisera för hur de skall nå sin vision. Detta möjliggjordes genom att fråga ett antal verksamheter, hur de ser på vikten av användandet av IT – relaterade verktyg. Skapar ett bättre sätt för verksamheten att kommunicera med kunden och samtidigt underlättar arbetet med den interna styrningen. Detta svarar författarna på när de såg till hur Balanced Scorecard teoretiskt jämfördes med hur det praktiskt tillämpas och vad i insamlingen som är viktigt för verksamheten att ta del av för att nå upp till sin vision. Hur resultatet av den insamling i senare skede går att koppla till verksamhetens interna styrning är i alla högsta grad väsentlig, då en god kommunikation kommer att betyda att en verksamhet tar mer marknadsandelar när relationen till kunden är starkare.Författarna kom fram till att för en verksamhet är kundrelationen guld värd när det gäller att ta marknadsandelar. En verksamhet som varje dag kan analysera kundens efterfrågan kommer i och med detta att kunna forma vilka mål som behövs. Inom ramen för detta är det därför viktigt att verksamheten ser ett icke-finansiellt nyckeltal, utifrån kundperspektivet, som viktigast och värderar de finansiella som tillhörande och hjälpande nyckeltal som kommer att styra upp verksamhetens ekonomi.
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Jahan, Israt. "Agent banking as a relationship marketing tool by banks in Bangladesh." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-89775.
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With growing number of adult people not owning a bank account,efforts are being made to bring banking services to the unbanked populations.Relationships marketing plays a crucial role in establishing and sustaining beneficial relationship in the banking industry. This study sought to explore the link between agent banking and relationship marketing through an exploratory qualitative approach.The findings show that agent banking as a fairly new phenomenon relies on the integration of different functions within the bank with a strong emphasis on the role of technology,processes and personnel to delivder services that can be acceptable to the customers so as to create long lasting beneficial relationships. Through semi-structured interviews with employees of 6 banks that offer agent banking in Bangladesh,this study contributes a key reflection document on implemenation of agent banking for other banks that intend to start offering agent banking services in Bangladesh.
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Andresen, Philip. "Acquiring customers through Social Customer Relationship Management : An explorative case study within the telecom industry." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64521.
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Social media is a rapidly rising phenomenon, providing new opportunities for consumers and businesses to communicate and share information. The development of social media has allowed for customer relationship management (CRM) to extend its area of use, coining the now common concept social CRM. Social CRM allows for new levels of interactivity between companies and consumers, however the effectiveness of social CRM is uncertain in many areas, mainly due to it being hard to tie customer interaction in social CRM to tangibles for the company. One of these areas is customer acquisition, where there are difficulties for companies to see how actions in their social CRM efforts affect customer acquisition. Being able to reach out to customers in an effective way is not enough for companies to acquire a customer. The value the company is proposing also has to be attractive for the customer, to be considered. There are several attributes that a company has to consider for its value proposition, in order for it to be successful. Depending on the industry the attributes can have different weight, emphasizing that companies should know what customers in their industry value. For this reason, having better knowledge of what customers value than the competition, thus having a stronger value proposition, grants a competitive edge. The purpose of this research project is to provide better understanding of how to conduct social CRM, while at the same time investigating how value propositions of telecom companies can be improved, to eventually increase customer acquisition. In order to fulfill the purpose, extensive literature has been evaluated, in addition to data gathered in focus groups. Three focus groups were conducted in Luleå, Sweden, with a total of 18 participants of ages 20-30. The results of the research project point towards the customer being in charge of social CRM interaction with companies, meaning companies have to adapt their social CRM strategies to fit the customers’ desires. The social customer have high demands of privacy in social media, which implies a thin line companies have to walk to convey their message, while at the same time not intruding on the customer’s privacy. The findings also indicate that customers want high flexibility, simplicity, and trustworthiness from telecom companies’ value propositions, emphasizing companies to adapt their value propositions to meet these demands.
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Prudencio, Alexander Greif. "A gestão de clientes insatisfeitos no segmento de TV por assinatura através de mídias sociais." Escola Superior de Propaganda e Marketing, 2018. http://tede2.espm.br/handle/tede/328.
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Over the last 15 years, the relationship between industry, services and consumers has been changed a lot, mainly due to the expansion of new media social habits by consumer markets. Within the changes of this new market approach, the media social platforms became relevant elements to the business model and the customer care of the global companies. This research aimed to compare satisfaction with customer service between traditional telephone SAC channels and social media channels without human voice interaction. To achieve this objective an experiment was conducted with 60 dissatisfied customers in the Pay-TV segment. The results were statistically evaluated using the "t" test with significance range p <0.1. There was a preference for service through social media (0.008), and suggests that Facebook, as a customer care tool, had a superior result compared to the traditional SAC. As contributions, this study innovates by showing the results of managing with dissatisfied customers through a 100% digital customer care service, without voice interaction. In addition, there are few studies in Brazil on the care of unsatisfied clients carried out solely on social media, which will help reduce this gap in academic literature.
Nos últimos 15 anos, com o surgimento e a expansão do uso de mídias sociais por consumidores, a relação que existia entre indústria, serviço e cliente mudou completamente. Dentre as mudanças provenientes dessas novas relações mercadológicas, as mídias sociais ganharam relevância como modelo de gestão e atendimento. Esta investigação teve como objetivo comparar a satisfação com o atendimento aos clientes entre os canais tradicionais de SAC telefônico, e os de mídias sociais sem interação da voz humana. Para alcançar esse objetivo foi realizado um experimento com 60 clientes insatisfeitos do segmento de TV por assinatura. Os resultados foram avaliados estatisticamente por meio do teste “t”. Houve preferência pelo atendimento através das mídias sociais (0,008) e conclui-se que o Facebook como canal de atendimento teve um resultado superior ao tradicional SAC. Como contribuições, este estudo inova ao mostrar os resultados de uma gestão com clientes insatisfeitos através de um relacionamento totalmente digitalizado, inclusive mais econômico. Além disso, existem poucos estudos no Brasil sobre atendimento de clientes insatisfeitos realizados unicamente em mídias sociais, o que contribuirá para reduzir essa lacuna na academia.
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Carraro, Pamela <1995>. "Da Customer Relationship Management a Social CRM: l'applicazione di strumenti SCRM negli hotel di Firenze, Milano, Roma e Venezia." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15498.
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La parte introduttiva della tesi si concentra sull'evoluzione dei social media negli ultimi tempi e sulla transizione da Customer Relationship Management a Social CRM nell'ottica dell'importanza della conoscenza della clientela per fornire prodotti turistici personalizzati. Verrà poi fatto un confronto tra alcune piattaforme online e software CRM nella raccolta ed elaborazione del contenuto generato online dagli utenti, spiegando la loro utilità. Infine verrà realizzato un questionario per gli hotel a 4 e 5 stelle di Venezia riguardo il loro approccio con i social media e con il SCRM
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Adolfsson, Sandra, and Paula Lundholm. "Detaljhandelns förberedelser inför GDPR : En fallstudie om vilka förändringar företagen behöver utföra samt deras arbete kring GDPR." Thesis, Uppsala universitet, Institutionen för informatik och media, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-324902.
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Det rådande EU-direktivet som behandlar dataskydd från år 1995 är idag inte lika aktuellt som när det infördes. Det är därför i hög tid att en uppdatering kommer. I maj 2018 införs den nya dataskyddsförordningen, GDPR, som är EU:s senaste förordning. Den kommer ersätta Sveriges personuppgiftslag, PuL, som idag styr över hur personuppgifter behandlas. GDPR kommer innebära strängare lagar kring informationshantering och fler rättigheter till privatpersoner. Ett exempel är att privatpersoner kommer kunna be om att få alla data kopplad till personen raderade. Många företag erbjuder medlemskap till privatpersoner och lagrar därför kunduppgifter digitalt, vilket betyder att de påverkas av GDPR i stor grad då de måste omforma sina IT-system för att leva upp till de nya kraven. Denna studie handlar om fyra företag och förändringarna de står inför samt hur de arbetar med de nya kraven som GDPR innebär för dem. En kravmodell skapas med en sammanställning av de nya kraven och resultatet visar sedan vilka företag som börjat arbeta med de kraven. Resultatet visar även hur långt de kommit i sitt arbete med dataskyddsförordningen och kan förhoppningsvis vägleda andra företag i hur de bör arbeta med dataskyddsförordningen samt vilka förändringar de bör genomföra för att leva upp till de nya kraven.
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Miedel, Hannah, and Van Zangana. "Individanpassad reklam via Instagram : En kvalitativ studie ur ett konsumentperspektiv." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45847.
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The purpose of the study is to investigate how men and women experience personalized advertising, whether it affects the purchase decision and whether there are differences between men and women. A qualitative method has been used with the help of structured interviews within a delimitation of the Stockholm area. The theories used in this study consisted of the AIDA model, Customer Relationship Management (CRM), Relationship Marketing (RM), Customization and Personalization and Consumer Culture Theory. Results of the study show that there are clear differences in how men and women experience Instagram. The main difference is that women have a more positive view of personalized advertising, which leads to actual purchases to a greater extent than men. The men in the study, on the other hand, show that it is negative to individualized advertising to a greater extent.