Tesis: "Social Customer Relationship Management (SCRM)"

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Holén, Olivia y 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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Palm, Jennifer y Louise Wallsten. "Social Customer Relationship Management : En kvalitativ studie om hur svenska företag i dagligvaruhandeln använder sociala medier för att skapa samt hantera kundrelationer". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-36459.

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Titel: Social Customer Relationship Management - En kvalitativ studie om hur svenska företag inom dagligvaruhandeln använder sociala medier för att skapa samt hantera kundrelationer Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Jennifer Palm och Louise Wallsten Handledare: Jonas Molin och Lars-Johan Åge Datum: 2021 - maj Syfte: Syftet med denna studie är att få ökad förståelse för hur företag inom dagligvaruhandeln arbetar med SCRM. Metod: En kvalitativ forskningsansats tillämpas för denna uppsats. Det empiriska materialet har samlats in genom semistrukturerade intervjuer samt en mailintervju med respondenter som tillhör företag inom dagligvaruhandeln. Resultat & slutsats: Studiens samtliga respondenter är överens om kundens centrala roll och betonar den framgång som sociala medier har bidragit med i skapandet samt hanteringen av kundrelationer. För att skapa dessa önskade kundrelationer används sociala medier som det kommunikationsverktyg där företagen kontinuerligt kommunicerar med sina kunder. Genom kundernas återkopplingar får företagen en ökad vetskap gällande hur relationer ska formas för att tillfredsställa kundens behov. Examensarbetets bidrag: Det teoretiska bidraget för studien är den analysmodell som har utformats i syfte att minimera osäkerheten gällande företags implementering av SCRM. Vidare till det praktiska bidraget visar denna studie de positiva aspekter som finns vid implementeringen av SCRM och hoppas att företag inom dagligvaruhandeln kommer finna ett större intresse av SCRM då fördelarna med användningen överväger dess nackdelar. Förslag till fortsatt forskning: Denna studie har ett empiriskt urval som består av respondenter från dagligvaruhandeln. Detta gör att resultatet för studien endast kan appliceras på företag som befinner sig inom liknande bransch. Vi finner därför att vidare forskning är intressant att genomföra för företag inom en annan specifik bransch i syfte att se hur dessa företag arbetar med sociala medier i koppling till kundrelationer Nyckelord: Social Customer Relationship Management (SCRM), Sociala medier, Electronic-Word-Of-Mouth (eWOM) och Dagligvaruhandel

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Edlund, Paul y Härgestam Axel Holmner. "Customer Relationship Management and Automated Technologies : A qualitative study on chatbots’ capacity to create customer engagement". Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172386.

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The digital age has brought many new technologies that are disrupting the way that companies interact with customers. Automated technologies are one aspect of technological development in recent days, and it has changed how regular business operations are performed. Chatbots, for instance, has changed the way that customers interact with companies. Facilitating interaction and being available around the clock to serve customers who have questions. This study investigated how automated technologies are used in CRM-activities of companies and how the implementation of such technologies can lead to customer engagement. CRM, Customer Relationship Management, is a core business strategy that aims to strengthen customer relationships through co-creating value with the use of supporting technologies. Customer engagement is a measurement of a customer's involvement with a firm over time, with the end goal of customers becoming “fans” that advocate and generate word-of-mouth for the firm. This study investigates how companies utilize automated technologies in CRM-activities and if these technologies can help lead to customer engagement. The study aims to answer the following research question: How are automated technologies, more specifically chatbots, used in existing CRM strategies to further create customer engagement? The study conducted investigates these technologies within five companies that utilize chatbot-technologies from chatbot-providers. The chatbot-providers are also part of the study to get a more comprehensive view of the functionalities and purpose of these technologies. The contrasting view of companies and chatbot-providers is used to answer the sub-purposes of the thesis regarding how companies implement automated technologies. A qualitative study with interviews was conducted, along with secondary data from written documentary sources. The data were analyzed in a theoretical thematic analysis in which themes were developed from the theoretical framework. The findings of the study show that despite the potential of automated technologies, the most prominent use is for customer service operations. The potential for automated technologies in CRM is greater than what was found in the interviewed companies. The findings also demonstrate that automated technologies facilitate connection, interaction, and increases customer satisfaction, which can lead to customer engagement. The findings also show that there is a discrepancy in the views of companies who use chatbots in their business processes and the chatbot-providers that help implement them.

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Martinho, Raquel Alexandra MacDonald Alves. "Social media no sector bancário : estudo de caso no banco Santander Totta". Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10081.

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Mestrado em Ciências Empresariais
A eminência dos Social Media (SM) no sector bancário é um tema controverso, que tem vindo a ganhar relevância ao longo dos últimos anos, principalmente pela divisão de opiniões, entre aqueles que são os pioneiros na adopção dos SM e os mais conservadores. Ouvindo os clientes e identificando as suas necessidades, os bancos são capazes de desenhar novos produtos, melhorar os níveis dos serviços prestados e, simultaneamente, construir uma relação mais duradoura com os seus clientes. Este trabalho foi realizado com o propósito de compreender qual o contributo dos SM para a melhoria da gestão do relacionamento entre o cliente e o sector bancário, de que forma os SM são aplicados numa instituição bancária, como é que os SM podem melhorar a estratégia do negócio aplicado ao sector bancário e como os bancos aplicam a Gestão Social do Relacionamento com o Consumidor (CRMS). O método utilizado foi o estudo de caso único efectuado no Banco Santander Totta (BST). Os resultados demonstram que, apesar dos SM já serem utilizados no sector bancário, é necessária uma melhoria da monitorização dos SM que envolva várias áreas da organização e que se implemente a utilização do CRMS para alcançar a optimização da gestão do relacionamento com os clientes.
The rise of Social Media (SM) in the banking sector is a controversial topic that has become more relevant in the past few years, particularly due to a divergence of opinion, between those who are pioneers in the usage of SM and the more conservative. Listening to the clients and identifying their needs allows banks to design new products, to improve the level of customer service and, simultaneously, to build a longer relationship with their clients. The aim of this project was to understand how SM contributes to the improvement of the relationship between the client and the banking sector, in what way SM is used in a banking institution and how SM can improve the business strategy in the banking sector and finally, how banks use Social Customer Relationship Management (sCRM). The methodology applied was the case study at Banco Santander Totta (BST). The results show that even though SM is already used in the banking sector, an improvement is required in the monitoring of SM that include several areas, as well as, an establishment of usage of sCRM to optimize the relationship between the clients and their banking institution.

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Nabseth, Marie y Brink Andrea Celing. "Customer Relationship Management : En studie om organisatoriska framgångsfaktorer och hinder vid en implementation av ett Customer Relationship Management". Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-356372.

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Customer Relationship Management (förkortas CRM) är en affärsstrategi som möjliggörs med hjälp av teknologi och används av företag för att registrera samt hantera data och interaktioner med sina dåvarande, nuvarande och potentiella kunder. Att implementera ett CRM-system kräver ofta mycket engagemang och jobb. På grund av den stora omfattningen finns det utrymme för att saker kan gå fel. Studien avser att undersöka vilka organisationella framgångsfaktorer och hinder det finns när ett företag implementerar ett nytt CRM-system i sin organisation. Studien är en förklarande fallstudie som undersöker flera fall av CRM- implementationer med syfte att ställa dem mot varandra för en jämförelse. Empirin som studien bygger på har samlats in via flera intervjuer. Studien resulterar i ett antal definierade organisationella framgångsfaktorer och hinder som kan hjälpa både företag som implementerar ett CRM-system samt CRM-leverantör att utföra en lyckad implementation. Slutsatsen är därav att det finns ett flertal faktorer som påverkar resultatet av en CRM- implementation.

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Elfving, Jarl y Karl Lemoine. "Exploring the concept of Customer Relationship Management: emphasizing social". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176486.

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Today the amount of data available is huge and the growth is even vaster. Data containing all sorts of information is easy to acquire and available for all who seeks it. The age of Information Technology has produced many potent techniques to collect and compile data; however the next decennia may produce technologies that better help us understand how to transform this data into action. This paper seeks to analyze and explain the importance for firms to use a Customer Relationship Management system that combines all consumer information available. The authors argue that combining consumer information with increased analytical capabilities could increase the number of decisions based on rationality. Firms need to increase internal cooperation between departments, and put an end to departments working as separate units.

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Gonçalves, Paulo Jorge de Almeida. "Ambidexterity in the context of social Customer Relationship Management". Doctoral thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20608.

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Doutoramento em Gestão
Os sítios de redes sociais e os media sociais fazem parte das vidas diárias de mais da metade da população do planeta e fornecem às organizações uma fonte inesgotável de dados sobre as preferências, padrões e tendências sociais dos consumidores. Foi identificada uma lacuna de investigação que revela a oportunidade de explorar ainda mais as contribuições do customer relationship management (CRM) social para a ambidextria. Este estudo aborda o uso do CRM social como uma ferramenta para alcançar a ambidextria, seguindo uma abordagem ao CRM social baseada em pessoas, processos e tecnologia e apoiada pela teoria da Exploration-Exploitation (Ex-Ex) e pela teoria da ambidextria. O estudo utiliza um desenho multi-método qualitativo, com um estudo de caso múltiplo considerando dois casos e realizando uma análise comparativa qualitativa (usando fuzzy set Qualitative Comparative Analysis). Os dados primários foram obtidos através de entrevistas a informadores-chave de empresas fornecedoras de soluções de software e serviços de consultoria relacionados com os media sociais, e também a empresas clientes oriundas de diversos sectores. Os resultados do estudo mostram a dificuldade em alcançar a ambidextria e permitem a identificação de dois fatores-chave para o seu alcance – um baixo nível de adopção de plataformas de media sociais e uma pequena ou média dimensão da empresa. Do ponto de vista académico, as principais contribuições relacionam-se com a identificação das configurações de condições para que uma organização atinja a ambidextria. Além disso, os resultados mostram as restrições relacionadas com o alcance da ambidextria por organizações com presença nos media sociais aliada a uma estratégia de CRM social. Numa perspectiva de gestão, o estudo propõe um conjunto de acções para superar as limitações identificadas e o enquadramento de tais acções por forma a garantir um percurso relevante para a conquista da ambidextria.
Social networking sites (SNSs) and social media (SM) are part of the daily lives of more than half the population of the planet and they provide organizations with an inexhaustible source of data about consumer preferences, patterns, and social trends. A research gap was found that uncovers the opportunity to further explore the contributions of social customer relationship management (SCRM) to ambidexterity. This study addresses the use of SCRM as a tool to achieve ambidexterity, with an approach to SCRM based in people, processes and technology and supported by the theory of Exploration-Exploitation (Ex-Ex) and the theory of ambidexterity. The study uses a qualitative multi-method design, with a multiple-case study comprising two cases and performing a qualitative comparative analysis (using fuzzy set Qualitative Comparative Analysis). Primary data was obtained through interviews with key informants from companies providing software solutions and consultancy services related to SM, and also from clients originating from various companies in several industries. The results of the study show the difficulty in achieving ambidexterity and allow the identification of two key factors for its achievement – a low level of adoption of social media platforms and a small or medium size dimension for the company. From an academic point of view, the main contributions are related with the identification of the configurations conditions for an organization to achieve ambidexterity. Beside that, the results show the constraints related to the pursuit of ambidexterity by organizations with a presence in SM allied to a SCRM strategy. From a managerial point of view, the study proposes a set of actions to overcome the constraints identified and to frame such actions to ensure a significant path to the achievement of ambidexterity.
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Sá, Gonçalo Miguel Ruivo de. "O que pretendem os clientes das marcas/empresas nos social network sites como auxilio para o social customer relationship customer relationship management". Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12742.

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Mestrado em Marketing
O cliente dos dias de hoje é cada vez mais virtual, deixou de ter uma atitude passiva perante as marcas que consome, procurando a criação de um envolvimento e relacionamento com as mesmas. Esta mudança de paradigma introduz-nos o Social Customer Relationship Management (SCRM) que se apresenta como uma estratégia de Customer Relationship Management (CRM), que se encontra muito focada na criação de envolvimento com o cliente na Web 2.0, nomeadamente, nos Social Networks Sites (SNSs). A presente dissertação pretende averiguar no contexto português, o que procuram os clientes quando se conectam a uma marca/empresa nos SNSs, perceber as implicações do género, faixa etária e das diferentes plataformas nos objetivos pretendidos, assim como averiguar se a Web 2.0 e os SNSs, permitem ao cliente interagir, envolver-se e criar uma relação com a marca. A investigação assume assim uma abordagem quantitativa com recurso a uma amostragem não probabilística por conveniência, tendo sido utilizados para análise 262 questionários, de onde foi possível concluir que os principais objetivos dos clientes são obter informações gerais, apoiar a marca e ver testemunhos e experiências de outros clientes. Adicionalmente foi possível observar que os objetivos não diferem de acordo com a faixa etária do cliente, contudo, verificou-se que dependendo do SNS onde a marca/empresa está inserida, os objetivos de interação com esta diferem. Este estudo é trona-se assim num contributo importante na área do SCRM, do ponto de vista teórico e de gestão, na medida em que confere um conjunto de insights importantes sobre o tema.
Nowadays, the customer is an increasingly virtual customer, who no longer has a passive attitude towards the brands, they want connect, relates and engage with them. This change of paradigm introduces us the Social Customer Relationship Management (SCRM), presents itself as a customer relationship management (CRM) strategy which is focused on creating customer engagement in Web 2.0, more specifically in Social Networks Sites (SNSs). In this way, this research intends to investigate in the Portuguese context, what costumer want when they connect to a brand/company on SNSs, understanding the implications of gender, age, and different platforms in the intended goals, as well as find out whether the Web 2.0 and SNSs are spaces that allow the customer to interact, engage and build relationship whit the brand. The investigation assumes a quantitative approach through a non-probability sampling by convenience, it has been used to analyze 262 questionnaires, where it was concluded that the main customers goals, are get general information, support the brand and see witnesses and experiences of other customers. Additionally it was observed that the goals, do not differ according to the age of the customer, however it was found that depending the SNS where the brand/company is present, the interaction objectives change. The conclusions of the present study are a contribution to the existing theory in this area of SCRM and for the managers who use this strategy, giving them a number of important insights for defining the same.
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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.

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Mestrado em Gestão de Sistemas de Informação
Neste 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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Hicks, Nikki R. "Customer Relationship Management in the E-Retailing Environment". ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4732.

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Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of 4 SBE owners or managers and reviewing organizational documents and online postings from those 4 organizations. Using topic coding, the data were organized into nodes grounded in the context of TOE. The thematic analysis yielded 5 themes: social media engagement, price congruency, organizational knowledge benefit, customer satisfaction, and customer engagement. The study findings revealed that a significant strategy for SBEs operating in online markets was social CRM, an inexpensive and critical tool for CRM. Further, CRM tools such as social media required consistent monitoring and the devotion of financial and human resources to deliver constant customer engagement. The implication for social change includes the potential to improve the life cycle of SBEs in smaller communities, which improves community entrepreneurial and startup success. Entrepreneurship contributes to community vitality and economic prosperity by providing employment, skill development, and job training.

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Hahn, André. "Social Software im Customer-Relationship-Management Einsatzmöglichkeiten in der chemischen Industrie". Hamburg Diplomica-Verl, 2008. http://d-nb.info/990310817/04.

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Saqib, Muhammad. "Social media marketing : Acquiring customer loyalty and relationship management using social media as a marketing channel". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Informatik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31811.

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Abstract Social media is a marketing phenomenon that is growing very fast. Social media helps creating value for customers in broadcasting the advertising among social networks. Blog posts, videos, pictures, reviews and ratings all have a significant impact on marketing. The purpose of the thesis is to investigate how companies can achieve customer loyalty and customer relationship management using social media marketing and if companies can target new customers by social media. An inductive research approach was used in the study. Semi-structured interviews were performed with interviewees from two companies. A survey questionnaire was answered by 100 social media users which were also customers of the companies. The findings show that there are certain constraints in social media such as risk of user information security when their information can be shared with the companies so that companies can do better marketing research. Word of mouth is spread on social media where new customers are targeted. Social media is providing new channels for support, advertisement and acting as a news feed tool to keep customers up to date about recent events and news. The company stated that no extra resources were required to market on social media.

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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 Marketing
As 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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Buss, Olga y 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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Khalifeh, Abdallah y Heidi Ndiili-Ronkainen. "MNC´s strategy implementation: : Macro-level factors of Customer Relationship Management in Emerging Markets". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30155.

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Mohamed, Elsayed Sobhy Ahmed. "The impact of social capital on customer relationship management performance in the Egyptian financial sector". Thesis, University of Hull, 2011. http://hydra.hull.ac.uk/resources/hull:5292.

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Nowadays social relationships between service providers and customers are vital for their long term customer relationship management (CRM). Several scholars also believe that poor results of CRM initiatives are due to an extensive focus on technological aspects as an antecedent of CRM rather than social capital dimensions. Despite social capital and CRM concepts have attracted both academics and practitioners; the link between these two concepts is under-researched. Thus, this study examines the effect of social capital on CRM through mediating organisational perceived values. The exhaustive literature review on social capital dimensions, organisational perceived values and CRM performance leads to the development of a conceptual framework and formulation hypotheses. The proposed framework and hypotheses were empirically assessed through a positivist methodological approach: survey study and quantitative data modelling techniques. The survey study was administrated to CRM managers of 201 Egyptian fmancial service institutions (e.g. banks, insurance companies and brokerage firms) using a drop & collect method. The usable response rate of96.6 per cent was tested for non- response bias. The data analysis focused on exploratory factor analysis, confirmatory factor analysis, structural equation modelling and regression models which statistically validated the proposed research model. Results of goodness of fit and statistical indices established validity and reliability of this study. The results confmned three social capital dimensions (e.g. structural, cognitive and relational) and their antecedents. The fmdings also proved a significant and positive link between social capital and CRM performance (e.g. loyalty and retention) through the mediating roles of organisational perceived values (e.g. customer satisfaction and customer commitment). Therefore, the proposed conceptual framework was validated. Thus, sixteen hypotheses were supported while only one was refuted. This study makes three main contributions: First, it remedies deficiencies in the existing social capital literature and develops an integrated model of social capital. Second, it develops and tests a comprehensive framework that integrates social capital with CRM performance in the fmancial service sector. Third, it brought in a new significant strategy for fmancial service institutions managers to improve customer-organisation relationships. It introduced social capital as an antecedent for an effective CRM performance. The implications and practice are considered in the light of the results of this study. Several limitations of the methodology are addressed and ideas for further research put forward.

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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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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 Economics
With 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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Dobosz, Sandra. "Relationship Management in the Banking Industry : The Use of Facebook". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-19804.

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The economic situation and the improved technology weaken the bond be-tween banks and their customers. To adapt to the changing behavior of customers banks engage in Social Media with the aim to strengthen their relationship. However, Social Media may not have the expected effect on the banks’ customers. The purpose of this thesis is to answer whether interaction through Facebook can improve the relationship between Handelsbanken and its customers and whether the employees’ and the customers’ perceived value of interacting through Facebook is equal. The theoretical framework focus on how to build relationships with customers, how to add customer value and what encourages consumers to engage in word-of-mouth. The concept of Social Media is explained and a description of Facebook is provided. The last section in the theoretical framework discusses the implementation of Facebook into the organization of Handelsbanken. A qualitative study was conducted through interviews with employees and customers of Handelsbanken. During the study it was revealed that both the customers and the employees had low awareness of Handelsbanken’s presence on Facebook. The content on the Facebook page does not encourage interaction or add value to the customers. The main problems for succeeding with the Facebook page are absence of marketing and no customer need for interacting on Facebook with their bank. In addition, it was revealed that implementing a centrally moderated communication tool to a decentralized organization is not successful.

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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 Economics
The 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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Thunberg, Max y Fanny Willgård. "Relationsstatus: det är komplicerat : En studie om små detaljhandelsföretag och deras Facebookengagemang för bättre kundrelationer". Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53853.

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Aldrig tidigare har företag haft lika goda möjligheter till kommunikation gentemot sin kundbas som idag, vilket är ett resultat av internets tillväxt och skapandet av sociala medier. Facebook som är det största sociala mediet sett till antal användare har en styrka i att ge både företag och privatpersoner breda användarmöjligheter. Med hjälp av sociala medier kan företag gratis skapa ett konto och börja marknadsföra sig själva samt skapa och underhålla kundrelationer på en plattform som många privatpersoner dagligen använder. Det finns många studier som visar på stora positiva möjligheter för företag av alla storlekar vid användande av sociala medier för att skapa och underhålla kundrelationer. Den här studien behöver därmed inte fokusera på faktumet om företag borde utnyttja Facebook för byggandet och förstärkandet av sina kundrelationer, utan snarare hur detta kan göras inom området små detaljhandelsföretag. Syftet för studien att är att kunna beskriva hur företag inom detaljhandel kan använda sig av sociala medier för att skapa och underhålla kundrelationer. Frågeställningen vi valt att besvara är: Hur kan detaljhandelsföretag skapa och underhålla kundrelationer genom Facebook? Vi har använt oss av ett abduktivt förhållningssätt baserat på en hermeneutisk ståndpunkt. För att samla in information om hur detaljhandelsföretag använder sig av Facebook för att skapa och underhålla kundrelationer har vi genomfört semistrukturerade intervjuer med tre företag utvalda genom bekvämlighetsurval. Studien kom fram till att engagemang och undansatt tid för sociala medier är sällsynt för små företag inom detaljhandeln. Istället är det en redan existerande position som har Facebooksidan som ansvar vid sidan av sina huvudsysslor. Vi kom fram till att de fyra delarna engagemang, tid, strategi/målsättning och interaktion med kund lägger grunden för en framgångsrik kundrelationshantering via Facebook. Inom framtida forskning rekommenderar vi ett fokus på redan framgångsrika små detaljhandelsföretag och undersöka vad denna framgång beror på genom att titta på strategier och mätmetoder som dessa företag använder och hur dessa kombinerar engagemang, tid och interaktionsproblematiken som existerar idag.

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Nau, Alexandra. "Social Media Analytics". Universität Leipzig, 2018. https://ul.qucosa.de/id/qucosa%3A31862.

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Die Arbeit untersucht insgesamt 25 kostenfreie Social Media Analytics-Werkzeuge und liefert einen Beitrag zu einer systematischen Beurteilung dieser Anwendungssystemklasse im Rahmen des Social Customer Relationship Managements.:1 Einleitung 1.1 Motivation 1.2 Problemstellung 1.3 Vorgehen 2 Grundlagen 2.1 Social Media 2.2 Social CRM 2.3 Social Media-Analys 2.4 Softwareanalyse 2.5 Prototyping 3 Analyse von Social Media-Analyse-Tools 3.1 Kurzvorstellung der einzelnen Tools 3.2 Kernfunktionalitäten kostenfreier SMA-Anwendungen 3.3 Realisierbare Anwendungsfälle im SCRM 3.4 Vergleich mit Funktionalitäten einer kostenpflichtigen SMA-Anwendung 3.5 Betrachtung von Unterschieden 4 Entwicklung einer Auswahlhilfe 4.1 Vorüberlegungen 4.2 Implementierung 4.3 Beschreibung 5 Erkenntnisse 5.1 Ergebnisse 5.2 Defizite 6 Ausblick

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Bergstrand, Fredrik y Emily Finlaw. "Enhancing Current Feedback Processes through Social Media Monitoring : An exploratory study of Social Media and Social Media monitoring practices within an MNC looking to combine new practices with traditional customer-centric processes". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12119.

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This thesis provides an understanding of Social Media monitoring as a business intelligence system and how a multinational corporation can use these processes to complement existing traditional feedback processes. The purpose of this thesis is to provide the reader with a literature review of Social Media and Social Media monitoring, and an exploratory study of Social Media monitoring practices within a multinational corporation looking to integrate these systems. The chosen research strategy is a case study with single-case embedded analysis. The case company used for this practice is Volvo Construction Equipment Region International with headquarters in Eskilstuna, Sweden. In order to receive a more in-depth understanding from our respondents, the qualitative method was selected. The theoretical framework chapter discusses five major research areas including Customer Relationship Management, Social Media and Social Media monitoring, Intelligence, knowledge management and organizational learning. The empirical evidence chapter has been divided into two sections: internal findings and external findings. The internal findings focus on Volvo Construction Equipment Region International and the company‟s current feedback process. The external findings focus on the comparison between Social Media monitoring companies. The analysis links together the internal and external findings from the empirical section and also draws references to the theoretical framework. The conclusion of this thesis states how a multinational corporation can add value to current feedback processes through the use of Social Media monitoring. This is reached through addressing the purpose of this thesis and answering the main research question and the sub research questions. Social Media monitoring can add value to current feedback processes through reducing time, fostering customer relationships, increasing flexibility, and receiving feedback from non-customers. Social Media monitoring when used effectively, can act as a complement to traditional customer feedback collection methods. Recommendations are made specifically for Volvo Construction Equipment Region International and are based upon an entry strategy with Social Media monitoring. Since this thesis was written within a limited time period, further research areas are presented at the end of the work.

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Kang, Rui y Li Wei. "Integration of the Social Networking Media into Relationship Marketing Strategy : an investigation of sustainable cooperation between Newman and PetroChina". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-10675.

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Network communication technology has developed for decades. As a result, nowadays, marketers can communicate clients more effectively through the use of social network media to develop a powerful relationship marketing strategy. This dissertation compares relationship marketing strategy with existing marketing theories. Based on the comparison, the dissertation uses qualitative approaches to analyze the cooperation between Newman Co. (It is a social media service firm that helps companies with relationship marketing strategy.) and PetroChina, so as to propose a successful way to integrate the social network media into a relationship marketing strategy. Some materials are gathered from email interview with Mr. Zhao, the Manager of the Service Department from Newman Co. Moreover, the dissertation conducts a case study (It is based on interview with Mr. Peik Hua, the General Manager of Southwest Branch of PetroChina) about what benefit that PetroChina has got through using Newman's social media system (Remote video conferencing system). The purpose of this dissertation is, by analyzing those materials, to identify what social media can do for relationship marketing strategy, and how it works, so as to find out and highlight the benefits of social media networking. Meanwhile, this dissertation attempts to definite how SMEs form large clients relationship, such as Newman co., to approach large clients and gain their trust to incorporate social networking media into their relationship marketing strategy.

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Georgeson, Sofia y 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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Degerman, Isabel, Johanna Eckerbom y 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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Karla, Jürgen y Thomas Scholl. "Nutzung von Social Media-Diensten durch Sparkassen". Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2014. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-143674.

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Karla, Jürgen y Thomas Scholl. "Nutzung von Social Media-Diensten durch Sparkassen". Technische Universität Dresden, 2011. https://tud.qucosa.de/id/qucosa%3A28084.

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Schoeneborn, Silja. "Die Rolle verbraucherpolitischer Akteure bei konsumentenorientierter Kommunikation über corporate social responsibility (CSR)". Marburg Metropolis-Verl, 2009. http://d-nb.info/994323190/04.

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Leskinen, Maria y Jennie Andreasen. "Sociala medier : Ovärderlig resurs eller förlorade kunder?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-381.

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Sociala medier har på sistone vuxit till att bli ett mycket populärt verktyg för att kommunicera med folk världen över. Användandet av sociala nätverk har ökat explosionsartat de senaste åren och företag har insett att detta bjuder på en fantastisk möjlighet till att nå ut till kunder runt hela jorden, via ett nästintill gratis forum. På de olika kanalerna erbjuds företag de medel de behöver för att kunna kommunicera med sina kunder över nätet och på detta sätt interagera med kunderna på ett ställe där de redan finns. Utöver möjligheten att kommunicera med kunden kan företaget publicera redaktionellt innehåll med syftet att marknadsföra sin verksamhet och dess produkter. Fördelarna som kommer med marknadsföring via sociala medier är många, men det finns nackdelar som gör att man måste hantera sitt företags sociala nätverk med stor aktsamhet. Sociala medier är en plattform som är öppen för alla, där alla användare kan uttrycka sina egna tankar och åsikter. Tankar och åsikter som ett företag varken kan förutse eller kontrollera. I detta arbete har vi undersökt hur ett företag ska arbeta med sina sociala medier för att det ska ge ett positivt resultat för både kund och företag i fråga, vilka negativa effekter som kan uppstå genom att ett företag aktivt arbetar med sociala medier samt vad kunden tycker om företag som finns på sociala medier.
Social media has recently grown to be a very popular tool for communicating with people all over the world. The use of social networks has grown exponentially in recent years and companies have realized that this offers a fantastic opportunity to reach customers around the globe, via a virtually free forum. The different channels offer businesses the resources they need to communicate with their customers over the Internet, and thanks to this they can interact with customers in a place where they already exist. In addition to the ability to communicate with the customers, the company is now able to publish editorial content with the aim to market their business and its products. Benefits that come with marketing through social media are numerous, but there are drawbacks that make it necessary to manage the corporate social networks with great care. Social media is a platform that is open to all, where everybody can express their own thoughts and opinions. Thoughts and views as a company can not foresee nor control. In this essay, we have investigated how a company should work with their social media for it to give a positive result for both the customer and the company in question, the negative effects that may arise from a company actively involved in social media, and what customers think of companies that are on social media.

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Flätchen, Sven W. "Einsatzszenarien von Web 2.0 Technologien im Kundenmanagement : eine theoretisch und empirisch fundierte Analyse der Machbarkeit und aktueller Umsetzungsstrategien /". München Mering Hampp, 2009. http://d-nb.info/992396158/04.

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Vitásek, Tomáš. "Využití social CRM v podnicích". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150000.

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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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Nilsson, Johan y Oscar Lind. "Lojalitet på Instagram : Vilka faktorer påverkar lojaliteten hos ett företags instagramföljare?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-353843.

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Today’s competition among companies has increased due to the development of the Internet. Customer loyalty is crucial for companies in today’s market. It is important to create a customer base, which will result in a positive effect on profit and sustainability. Social media, such as Instagram, has an impact on customers today. Social media has made it possible for companies to be closer to their customer than ever before. The purpose of this study was to explain how a company can influence Instagram followers’ loyalty through the use of Instagram. This study examines several crucial factors which are considered to have an impact on customer loyalty. The study uses a deductive approach and the data was collected using an internetbased survey posted on a specific Instagram account. The result of the empirical study shows evidence to support that the variables community, choice and word of mouth have a significant impact on loyalty through Instagram. There is no evidence in the study that the variables customization, convenience and character have any impact on customer loyalty. The study further examines and suggests that there is no significant relationship between an individual attitude towards a company and the individual actions on Instagram.
Internet har gjort det möjligt för kunder att jämföra företag och produkter med endast en knapptryckning, något som inte varit möjligt innan utvecklingen av internet. Detta har gjort att konkurrensen ökar bland företag. Sociala medier har växt fram i och med utvecklingen av internet, vilket innebär att företag kan komma närmare sina kunder än någonsin tidigare. Det saknas kunskap om hur företag kan skapa konkurrensfördelar med hjälp av sociala medier, tidigare har internet och social medier sätts som samma sak. Ett sätt att påverka ett företags konkurrenssituation är att bygga konsumentrelationer genom att skapa lojalitet hos kunden till företaget. Syftet med denna uppsats var att kartlägga lojaliteten hos ett medieföretags instagramföljare genom att undersöka sex faktorers påverkan på lojalitet. Det som undersöks är hur följarnas lojalitet påverkas av följarnas attityd till instagramkontots design, benägenhet att sprida information om kontot, tillgången till information, känsla av samhörighet, anpassning och användarvänlighet. I studien undersöks sambandet mellan attityd och beteende, om följarens attityd återspeglas i dess beteende. I studien användes ett deduktivt synsätt där teori jämförs med data som samlats in. Vi formulerade sex hypoteser och en forskningsfråga utifrån teorier om lojalitet. Detta gjordes för att kunna studera följarnas lojalitet, attityd och beteende. Empirisk data samlades in genom att en enkät publicerade på ett specifikt företags instagramkonto. Företagets följare fick möjlighet att besvara 21 frågor som syftade till att mäta hur olika faktorer påverkade följarens lojalitet till företaget och kopplingen mellan en följarens attityd och dess beteende. Resultatet av vår studie tyder på att följarens lojalitet påverkas av följarens benägenhet att sprida information om kontot, tillgången till information och känsla av samhörighet. I studien fanns det inget som tyder på att instagramkontots design, anpassning och användarvänlighet har en påverkan på följarens lojalitet. Vårt resultat tyder också på att det inte finns något samband mellan en följares attityd och följaren beteende på Instagram.

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Kobrle, Daniel. "Sociální sítě, uživatelé a marketing". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-150061.

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This thesis deals with the analysis of internet social networks and their relationship with users. It also discusses their business model and marketing purposes. The aim is to create an overview of the process of genesis and evolution of social networks in the Czech Republic and the world, the reasons for their formation and to analyze their current business model. The aim is also to describe the opportunities of social networks in business, especially how to use them to advertising, products promotion and customer relationship management. This thesis describes the different types of ads and their properties, then analyzes the major social networks operating in the Czech environment and shows their characteristics in marketing and the opportunities they offer for companies looking for new customers or employees. There's also analyzed the relationship between social networks and users, influence of social network od thein users and their impact on consumption. Then there is described the user view, processing of personal data, risks and threats of social networks. A between users in the most significant Czech social network follows and the resulting recommendations. In this thesis, you can find advices and recommendations on how to use the opportunities of social networks in promoting products and communication of companies with customers.

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35

Seifert, Stefanie. "Managementprozess externer Unternehmenskommunikation über das Medium Corporate Blog". Doctoral thesis, Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2016. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-202117.

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Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

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36

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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37

Ráčková, Adéla. "Kvantitativní marketing". Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-191815.

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In my dissertation I am interested in the management of marketing cummunication and techniques which make this communication more effective. The main topic of this thesis is the optimization of marketing communication which is discussed from the theoretical point of view at first. Then a social network analysis improving additional and complementary information to predictive models related to customers' behaviour is a part of this thesis. The analysis of social network represents an approach which is used for study of social structure and the analysis of social linkage of individuals in a form of relational data is a subject of its interest. Models of binary choice are used to estimate predictive models, the main attention is dedicated to the logistic regression, further to the logit and probit models including discussion related to the possible use of models of multinomial choice. The mentioned techniques are combined in the application part. The telecommunication market is selected for case studies because it represents a dynamically developing market opened to new and fresh technologies and approaches. Three case studies are discribed in this thesis. The first study is focused on the optimization of proactive telemarketing campaigns realized with foreign telecom operator. The second case study is focused on the optimization of reactive telemarketing campaings what means the optimization of marketing communication in call centers in czech telecom operator. The third case study relates to the important change of czech telecom market which happened in April 2013 and to the role of predictive modelling and optimization in it.

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38

Svanteson, Marie y Edvin Jalovicic. "Vikten av relationer för ett högt kundvärde : Inom professionella tjänster". Thesis, Högskolan i Gävle, Industriell ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24654.

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Introduction: Service companies and its offerings on the market are becoming increasingly standardized, which makes it difficult for service providers to distinguish themselves from the amount. In many cases this leads to a price squeeze. Many service companies do not understand the importance of building a relationship with their customer, and how to maintain long-term partnerships to increase customer value. Purpose: The purpose of the study is to investigate what aspects service-producing companies should take into account in order to achieve a high customer value and thus become more attractive in the market. Methods: In order to respond to the purpose of the study, a case study was conducted, where the approach consisted of both qualitative and quantitative data collection to test the existing theoretical reference frames and to generalize the study. The quantitative data collection consisted of a survey sent to the company's customer base, which consisted of different industries and sizes of companies, where the answers were then weighted in a model. The survey was also sent to the case company to find possible differences between their own opinion and the customers. The qualitative consisted of three deep interviews with leading actors in different industries to gain a deeper understanding. Results: The quantitative survey showed that quality is the most valued aspect with a supplier, followed by the price. The remaining questions showed that the customers and the case company shared a relatively even view of previous collaborations. The qualitative survey showed that all three respondents appreciated the same aspects of a service company; competence, customer focus and availability. They also agreed that the reputation of the relationship and service providers is valued very high. The relationship has been shown to be linked to several aspects such as flexibility, risk minimization and the quality of the work process. Customers have a greater tendency to choose service companies that are committed to trying to integrate long-term cooperation, which makes the customers feel priority and choose to place greater responsibility on the service company. Conclusion: Companies should not focus on trying to find added value to their customers, the focus should be on creating and developing a deep and committed relationship with their customers. The advantages of this are illustrated by further development of the model presented in the theoretical reference framework, in which important aspects to be considered are described.
Introduktion: Tjänsteföretag och dess erbjudanden på marknaden håller på att standardiseras alltmer vilket leder till att det blir svårt för tjänsteföretag att särskilja sig från mängden. Detta leder i många fall till en prispressning. Många tjänsteföretag förstår inte vikten av relationsbyggandet och hur de ska upprätthålla långsiktiga samarbeten för att även öka kundvärdet. Syftet: Syftet med studien är att undersöka vilka aspekter tjänsteproducerande företag ska beakta för att uppnå ett högt kundvärde och därmed bli mer attraktiva på marknaden. Metod: För att kunna svara på studiens syfte utgicks det ifrån en fallstudie, där angreppssättet bestod av både kvalitativ och kvantitativ datainsamling för att testa den befintliga teoretiska referensramen och kunna generalisera arbetet. Kvantitativa datainsamlingen bestod av en enkätundersökning som skickades ut till fallföretagets kundbas som bestod av olika branscher och storlekar på företag, där svaren sedan viktades i en modell. Enkäten skickades även ut till fallföretaget för att hitta eventuella differenser mellan deras egen uppfattning och kundernas. Den kvalitativa bestod av tre djupintervjuer med ledande aktörer inom olika branscher för att få en djupare förståelse. Resultat: Den kvantitativa undersökningen visade att kvalitet är det som värderas mest hos en leverantör, följt av priset. De resterande frågorna visade att kunderna och fallföretaget delade en relativt jämn uppfattning om tidigare samarbeten. Den kvalitativa undersökningen visade att alla tre respondenter värderade samma aspekter hos ett tjänsteföretag; kompetens, kundfokusering och tillgänglighet. De var även eniga om att relationen och tjänsteleverantörers rykte värderas väldigt högt. Relationen har visat sig vara kopplad till flera aspekter såsom flexibilitet, riskminimering och kvaliteten av arbetsprocessen. Kunder har en större tendens att välja tjänsteföretag som lagt vikt vid att försöka integrera ett långsiktigt samarbete, vilket gör att kunderna känner sig prioriterade och väljer att lägga större ansvar på tjänsteföretaget. Slutsats: Företag ska inte lägga sitt fokus på att försöka finna mervärden till sina kunder, utan fokusen ska ligga på att skapa och utveckla en djup och engagerad relation med sin kund. Fördelarna med detta illustreras med hjälp av en vidareutveckling av den modell som tas fram i den teoretiska referensramen, där viktiga aspekter som bör beaktas beskrivs.

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39

Baabdullah, A. M., Nripendra P. Rana, A. A. Alalwan, R. Algharabat, Hatice Kizgin y G. A. Al-Weshah. "Toward a conceptual model for examining the role of social media on social customer relationship management (SCRM) system". 2018. http://hdl.handle.net/10454/17233.

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Yes
Organizations worldwide are becoming more interested in utilizing social media applications to enhance their marketing capabilities. One of the main fruits of integrating social media applications into the marketing, information technology and information systems areas is social customer relationship management (SCRM). SCRM has been the focus of attention for both marketing academics and practitioners. However, as this area is quite new, there is a need to propose a theoretical foundation explaining how using social media platforms for SCRM systems could predict customer engagement and customer relationship performance. Three main factors, i.e. social media use, a customer-centric management system, and relationship marketing orientation, are considered as key predictors of SCRM. SCRM is proposed as a key determinant of customer engagement, which in turn affects customer relationship performance. The proposed research methodology suggests conducting a quantitative study to validate the current study model. Further discussion regarding the research contribution and main limitations are provided in the last sections.

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40

BOSCHINGER, JULIAN y 白順安. "Customer Relationship Management 2.0: How Can a SCRM Strategy be Successfully Designed and How Does Participation in Social Media Influences the Customer Company Relationship". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/vd95eg.

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碩士
南臺科技大學
商管專業學院
107
Constantly emerging technological developments and the fact that a vast number of companies rushing toward the social market made it inevitable for organizations to redesign their CRM strategies. Social Customer Relationship Management (SCRM) is the result of these environmental changes which enables the integration of ordinary CRM activities with Web 2.0 and social media applications. It can be interpreted as philosophy and business strategy, supported by technologies, processes and social characteristics to provide mutual beneficial value. Although the literary findings of this issue are advanced, there is still a lack of knowledge in specific areas like the practical implementation, monitoring of SCRM, the impact on the customer-company relationship or the future development. This master thesis investigates not just the current state of the literature regarding SCRM, but also empirically focusses on the above-mentioned areas which have been identified to be insufficient in literature. A qualitative study was conducted with B2C companies from different lines of business to show major differences. The findings highlight that SCRM is often not supported by a formal strategy but especially used to stay competitive, to enhance the relationship to the customer and to achieve customer loyalty. Accordingly, KPIs, social software, test markets, consultants, knowledge about the scarcity of resources or requirements of customers may support strategic decisions.

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41

Hao, Ru-Shiuan y 郝如萱. "The Impact of Social Media Usage on Innovation: the Perspective of Customer Knowledge Management and Social Customer Relationship Management". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2f9983.

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碩士
國立中興大學
企業管理學系所
107
According to knowledge-based theory view, knowledge and capabilities that enterprises possess are the main factors affecting their competitive advantage. The open innovation highlights the importance of external knowledge source, customer knowledge is also one of the sources of external knowledge source to enhance firms’ knowledge. In the era of social media, the social media usage has become important issue that all of the companies could leave it out of consideration. The social media has changed the interaction mode between enterprises and customers. Not only for customers to change from message recipients to providers of content, but also to businesses and customers have the opportunity to work together to create value. Because the enterprises social media usage not only facilitates the customer relationship management, but also provides companies with the customer knowledge management ability to collect knowledge and customer feedback, and all these contributes to firm’s innovation performance. This study aims to examine the effects of social media usage on social customer relationship management, customer knowledge management, and innovation performance. Our data is collected from Small and Medium Enterprises Digital Popularization Project, Small and Medium Enterprises Internet University and enterprise Facebook page. Totally 1259 questionnaires were sent and 124 valid questionnaires were collected, and the response rate was 9.8%. The empirical results of this study show that social media usage has a positive impact on social customer relationship management, customer knowledge management and innovation. In addition, the results shows that customer knowledge management has a positive impact on innovation, but social customer relationship management has no significant impact on innovation.

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42

Chen, Kuan-Chen y 陳冠臻. "Market Orientation,Social Customer Relationship Management Process and Organizational Performance". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/35564175566545182653.

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碩士
東海大學
企業管理學系碩士班
100
Internet technology has developed fast and the number has increased continuously. Social networks has also become popular, so that many companies use social media as a new tool of customer relationship management, and it is used to deliver their product informations, maintain good interaction with their customers, increase their number of new customers and improve customer’s loyalty. Therefore, social media is an important part for customer relationship management. We survey 151 companies which use social media as samples, and explore that they implement three processes of customer relationship management by social media to respond this dynamic market, and further impact on their business performance. Many scholars have confirmed the existence of full mediation between market orientation and business performance factors. But so far, few study use social customer relationship management to explore the relationship between market orientation and business performance. The result shows that market orientation has a positive effect on business performance, social customer relationship management processes has fully mediation effect between market orientation and business performance. In addition, customer orientation of competitor orientation has a positive effect on customer acquisition; Competitors orientation has a positive effect on customer expansion. As businesses use the three processes of customer relationship management by social media, customer acquisition, customer retention, and customer development has a positive effect on financial performance. On the other hand, customer acquisition and customer retention has a positive impact on non-financial performance.

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43

Yu, Chou Ming y 周明宇. "The Study of Social Cultural Dimensions of Customer Relationship Management". Thesis, 2000. http://ndltd.ncl.edu.tw/handle/37080641669825575766.

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碩士
大葉大學
事業經營研究所
88
The purpose of this study is to generate a framework of relationship marketing model, which can further be refered personnel. In the mean time ,we are trying to explore now social culture factors affect the generation of customer relationship management. In this study , we try to divide the relationship marketing into four dimensions from a real practice view . These four dimensions are contact dimensions , trust-built dimension , transaction dimension and relationship dimension . We them group social culture factors into six groups . By interviewing some experts in marketing , dimensions and social culture dimensions . According to the interviewing reseclts , we found that , the social culture groups which significantly affect contact dimensions are material culture , language, aesthetics, and social organization . The groups that significantly trust-built dimension are material culture and social organization while the only group that affect transaction dimension significantly is social organization . The groups that significantly affect relationship dimension are material culture and social organization .

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44

Chen, Kuo-hsien y 陳國憲. "Customer Relationship Management in a Language Institution: Using Social CRM Platform to Maintain Customer Relationships". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/17368904419278047906.

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碩士
國立臺南大學
數位學習科技學系碩士班
101
Cram schools are service establishments which specialize in teaching learners highly accelerated curriculums for the purpose of taking examinations. These tutelage institutions are a vital component in the educational system of Taiwan and are relatively rife. Over the past few years, due to reasons such as low birth rate and heightening competition, difficulty in maintaining the operation of cram schools is increasing. Researchers have asserted that in order to remain competitive in the marketplace, businesses are required to fortify relations with customers. Customer Relationship Management (CRM) is the process of managing relationships with customers. This study delves into the core elements of CRM and reveals its functions and purpose to those oblivious to its essence. Furthermore, it examines the implementation of Social CRM into cram school operations and its probable consequences. The Social CRM process is structured in the form of an Internet Learning Platform which consists of tools which can be utilized to sustain relations with patrons. The data collected will be vital in the sense that it would help cram school operators and executives understand the mindset of parents and employees in order to efficiently allocate precious corporate resources to essential and purposeful efforts. The garnered data will be analyzed with the use of AHP. The unique features of this analytical method are that it allows users to make comparisons between multiple criteria as well as alternatives, reach difficult decisions and determine the practicality, importance and effectiveness of problems for analysis. This study reveals that parents do not seek nor do they require a great deal of additional personal attention from cram school staff. Rather, emphasis on the efficacy of schools’ to assist their children in acquiring academic prosperity and focus on the learners is of more significance.

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Oliveira, Joana Neto de Almeida Furtado de. "Customer relationship management field lab at PCDIGA: marketing campaigns". Master's thesis, 2019. http://hdl.handle.net/10362/68970.

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The appearance and development of the Internet created a new paradigm in the marketing area, where companies are becoming increasingly focused on developing a customer centricity strategy in order to create a more engaging relationship with the customers. This Work Project aims to analyse, measure and evaluate the impact of PCDIGA’s communication channels and respective strategies to establish contact with their customers, namely through marketing campaigns via e-mail or social media platforms. According to the data collected and knowledge gathered, some recommendations, suggestion for improvements and initiatives were proposed in order to align with a customer-centric strategy.

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Chen, Chiao-Hsin y 陳巧馨. "Exploring Sustainable Business Model in Social Enterprises from Customer Relationship Management Perspective". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/10244391306503737490.

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碩士
國立東華大學
企業管理學系
101
Social enterprise is defined as a not-profit oriented business to operate independently. Not the mission to make profit for shareholders, it meets social needs, resolve social problems, and create opportunities for vulnerable individuals or groups. However, it’s more difficult to manage a social enterprise than a profit-oriented business for insufficient domain knowledge and rules in Taiwan. Applying customer relationship management (CRM) can target business stakeholders and meet their needs for building life-long loyalty. On the other hand, companies should take shared values as their business discipline to create social value for economical returns, and fulfill their corporate social responsibility (CSR). Employing CRM and shared value on business management are in achieving sustainability. This paper categorized four types of social enterprises. And then with shared value, it applied the principles of CRM and the company-wide integrity of the business model to study four best practices from the different types to explore the context of a sustainable business model. The study suggests that a social enterprise should construct a customer-centric and integration based business model on Internet, emphasize social proposition with vision, enhance infrastructure management by key resources and inter-organizational collaboration, and has a transparent financial planning. But first of all, a social enterprise should apply CRM to segment and identify its stakeholders and then delivery the business value to them.

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Lopes, Ana Luísa Alves. "Customer Relationship Management Strategy: the factors towards a success implementation". Dissertação, 2018. https://hdl.handle.net/10216/117688.

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Lopes, Ana Luísa Alves. "Customer Relationship Management Strategy: the factors towards a success implementation". Master's thesis, 2018. https://hdl.handle.net/10216/117688.

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龔英男. "The Analysis of Social Media Marketing in Customer Relationship Management: Case Studies of Public Relationship Service Company". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/ffv57f.

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Cunha, Sandra Raquel Ribeiro. "CRM - Customer Relationship Management - Uma Estratégia. Estudo de Caso Osvaldo Matos". Dissertação, 2012. https://repositorio-aberto.up.pt/handle/10216/74276.

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