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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.

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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Pocius, Tomas. Informatics Master’s Final Thesis. Business Quality Management System of a Leasing Company. Work leader ass. prof. L. Sakalauskas. Siauliai University. Siauliai, 2006. In the work I analyse management importance of leasing company business and its quality as well as its influence upon the work results (profit). Business management of a leasing company includes leasing production (leasing, hire purchase cards) sales to customers. Quality management of a company includes the measures, making easier internal control of the processes (sharing news with employees, work allocation, document administration, solving the company’s internal problems) as well as measures, enabling closer co-operation with customers and quicker response to new customers’ needs. Basic aims of the work are to create a system for leasing company’s business and business quality management. Two groups of modules are realized: business management (hire purchase cards management) and business quality management modules. Annuity principle is employed to calculate periodic payments for hire purchase cards. In order to assure stabile work of the system, relation pattern of database and MS SQI 2005 database server are selected. Main problems, encountered in the work, were automated filling of MS Word documents with data and support of different MS word versions, simultaneous execution of a number of tasks in automated data processing, data import from external data sources (files, Web services)... [to full text]

The study deals with the features open source CRMs have, the ways we can change the code and make our own open source CRM system. The research is oriented to Web based CRMs. One open source CRM system is modyfied and translated into the Lithuanian language. Installation files were created for people who do not know databases and Web services software in order to help them install this CRM system and configure database as well as other system requirements. The final result of our work is open source CRM system called „OfisasTinkle2006“. This product is used by a couple of firms in their business sphere.

Data mining algorithms allow to analyze large amount of information and the results of analysis help to make efficient decisions. The application of data mining algorithms in the system of client and employee relationship management (CRM) is under consideration. Decision trees and association rules algorithms are included into the processes of existing system; they are used to generate the proposals and to apply discounts for clients, also to add supplements to salary and to assign the tasks for workers that would best correspond to their competence. The application of data mining methods let to create intelligent–adaptive CRM system.

Much research show that strategies of personalization aiming to meet customers' needs and behaviors are an important aspect to influence the competitiveness within an industry. However there is a gap of studies on how airlines use customer involvement for creating personalized strategies in the field of e-commerce while enhancing the competitive advantage. This study is aims to describe how airlines can create personalized e-commerce strategies by considering the customer involvement in order to enhance their competitiveness. In conjunction with this first assumption the study aims to demonstrate how airlines could increase their customer loyalty by implementing the concept of customer relationship management (CRM) within their e-commerce strategies. A theoretical framework has been developed derived from a review of the existing literature in order to describe how airlines can use personalization as a strategy in e-commerce to develop a competitive advantage.  A qualitative multiple-case study has been chosen for this study. Three companies have been studied within the European airline industry and have been led by a deductive approach which will aim to investigate the theoretical framework.The analysis of empirical findings revealed some relevant conclusions, which can bring value to the research area, and also to the practice. The main findings show that airlines are involving customers into their e-commerce strategies in various forms and different levels regarding a specific project. One of the major result of this thesis is that airlines seem to focus on point of contacts with customers external to the e-commerce platform.

Bet kokiai įmonei klientų lojalumas yra gyvybiškai svarbus. Per pastaruosius du dešimtmečius, dėmesys ryšio su klientais valdymo sistemoms (angl. CRM- customer relationship management) labai išaugo. Tai galima interpretuoti kaip įmonių siekimą individualiai pažinti savo klientus. Pasikeitė ir marketingo orientyras. Vietoj orientuoto į transakcijas, jis patapo orientuotu į klientą, kadangi praktika parodė, jog tai yra optimalus ryšys su klientu. (Daug pigiau pardavinėti prekes esamiems klientams, nei naujiems, mažesni bendradarbiavimo kaštai) Būtent todėl klientų lojalumo sąvoka interpretuojama kaip viena svarbiausių koncepcijų šiuolaikiniame marketinge. Ryšio su klientais valdymo teorijose aprašoma daug kriterijų bei skaičiavimo metodų kliento lojalumui įvertinti. Egzistuojanti vadybinė taisyklė 55-15 teigia jog bandant klasifikuoti geriausius klientus, maždaug 55 % yra klasifikuojami klaidingai ir dėl to įmonė praranda investicijas (klientams neskiriamas attinkamas dėmesys: nuolaidos, ir t.t.) Pagrindinė tokio netikslaus klasifikavimo priežastis- besikeičianti verslo aplinka. Lojalūs klientai neišlieka tokiais visada. Remiantis CLV pokyčio analize ir Wouter Buckinx pasiūlytais kliento „norą pirkti“ apibūdinančiais rodikliais sudaryti 2 modeliai. Teoriškai šie modeliai yra veiksmingesni nei E.Ksevelonakiso pasiūlytas „CLV ir įmonės tikslinės strategijos sąveikos modelis“, kadangi laiku gavus informaciją apie potencialią kliento klasę (lojalus/nelojalus), įmonė gali nedelsiant... [toliau žr. visą tekstą] / The client loyalty is one of the most vital things to any company. During last two decades the attention to customer relationship management systems has increased significantly. There are many criterias and calculation methods described in customer relationship theories. The existing management rule 80-15 states that when trying to clasify best customers, almost 55% are misclassified and therefore organization losses its investments (there’s not enough attention being paid to the best customers). The main reason of such misclassification is continuous change in business environment and subjective customer loyalty definition. Loyal customers do not stay loyal all the time. Using scientific literature analysis there were selected most widely used methods, which help the company to identify it’s the most important customers. Additionally “wish to buy” indicators were selected, which describe the customer buying potential. Using selected methods and indexes, there is a preposition of a new classifying model, which helps to predict customer class using collected data during contribution period. Model was implemented by using neural network and tested using experiment. It predicted customer class using sales data and the results were as follow: it classified 141 customer from 154 customers in total, made a mistake in 13 cases while classifying loyal customers. When classifying disloyal customers, it made a mistake in 45 cases and classified 102 correctly of 147 in total... [to full text]

La tesis tiene por objetivo el desarrollo de un sistema de comercio electrónico basado en CRM y Balanced Scorecard, utilizando el lenguaje de programación .net para las aplicaciones de escritorio y php junto a html para la web, además del sistema gestor de base de datos MySQL, el software será implementado en una empresa comercial de localidad de Chiclayo y contemplara el área empresarial de la misma. Se analizará los costos de implementación en los que se incurrió, además de la velocidad procesamiento y análisis de la información en el sistema y en qué medida este ha cumplido con los requerimientos tecnológicos que tenía dicha empresa. El tema de tesis se justifica económicamente ya que se logrará una reducción en los gastos económicos de la empresa, se justifica científicamente debido a que este es un tema actual en el ámbito de la ciencias computacionales, así como también el ámbito empresarial, tecnológicamente es de gran importancia debido a que el sistema propuesto automatizará los principales procesos de negocios para reforzar la labor de los mismos, hecho que permitirá hacer eficiente el trabajo de la empresa objeto de estudio. Se hará uso de la metodología de desarrollo de software XP debido a que se considera es la adecuada, pues es un proyecto de desarrollo corto y por ende se debe optar por el uso de una metodología ágil. Se concluye, que la implementación de un sistema de comercio electrónico basado en CRM y BSC comprenden la integración de los diferentes sistemas empleados en la organización para registrar y analizar toda la información necesaria y así facilitar el proceso de toma de decisiones, además de servir como herramienta útil para suministrar con gran rapidez información precisa de diversas fuentes, al identificar problemas y oportunidades para que les permitan a la gerencia responder acertadamente a las necesidades en menor tiempo.