Yes / The much debated relationship marketing paradigm suggests that the marketing strategy should try to develop long-term and mutually rewarding customer relationships, rather than simply focusing upon the promotion and selling of products and services and electronic CRM software, is often promoted as the ideal mechanism for implementing relationship marketing, on a company-wide basis. However, it has not been empirically demonstrated that the application of e-CRM software produces these benefits. This study develops a conceptual framework, which models the links between relationship marketing and e-CRM, and uses it to explore the outcomes of the adoption e-CRM applications by a sample of small to medium-sized enterprises (SMEs), operating in the mail order sector. The key findings, presented in this paper, are twofold: the driver for e-CRM adoption has primarily been the need to integrate the front and back offices; when operating in an increasingly complex multi-channel environment, and consequently, e-CRM hasn¿t delivered the anticipated benefits of relationship marketing such as customer retention or ¿share of pocket¿.

Für viele Unternehmen hat sich der Stellenwert der Kundenbeziehung in den letzten Jahren nachhaltig verändert. Da Wettbewerbsfähigkeit häufig über die Beziehung zum Kunden definiert wird, ist den meisten Unternehmen die Bedeutung des Kundenwissens durchaus bewusst. Schon immer war die Beziehung zum Kunden für ein Unternehmen existenzkritisch, jedoch hat sich dazu die Situation auf den eigenen Absatzmärkten stark gewandelt. Durch den steigenden internationalen Wettbewerb kommt es zunehmend zu gesättigten Absatzmärkten und erhöhten Kostendruck. Weiterhin kommt seitens der Kunden ein höheres Erwartungsniveau sowie abnehmende Kundenloyalität erschwerend hinzu. Diese Gründe erfordern eine neuartige Kundenorientierung im Sinne eines umfassenden Kundenbeziehungsmanagement (engl. Customer Relationship Management, CRM). / Market research : Customer Relationship Management solutions: <br><br> For many companies the importance of costumer relations has changed decisively within the last couple of years. This article illustrates the present significance of costumer relationship management and presents CMR-Systems and their general features as well as specific CMR-functions in the German-speaking market.<br> -------<br> © GITO mbH Berlin

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Abstract This study examines communication through the mobile medium in customer relationship management (hereafter mCRM). Although the academic research on mCRM is gradually evolving, there is still a lack of empirical research on this topical issue. Therefore, the purpose of this study is to begin to fill this gap by enhancing the theoretical and practical understanding of mCRM. The empirical part of the study is conducted as a qualitative case study. Seven Finnish companies utilizing the mobile medium as a communication channel in CRM were selected for the empirical analysis. Interviews, observations and personal experiences gained within those companies form the main sources of data. The main theoretical contributions of the present study to existing academic literature are as follows. First, the study proposes the conceptualization of the focal phenomenon of the study, mCRM, and further elicits the salient characteristics of it. Second, following the conceptualization, the study focuses on communication as the core of the interaction between the company and the customer via the mobile medium. Accordingly, the study sheds light on the key elements of the communication process within mCRM and its various phases. Third, the study founds a theoretical framework for mCRM; identifying the customer relationship management, mobile commerce and communication literature streams that define mCRM theoretically. Fourth, the study elaborates on the specific role of the mobile medium as a channel within CRM and highlights the ways in which it differs from all other channels within the multichannel CRM environment. Although mCRM communication has an inherent potential to benefit both company and customer, it has been utilized quite cautiously to date. This is rather surprising given that, compared to other channels, the mobile medium has an exceptional ability to reach people. In addition, greater utilization of the mobile medium could save time and money. This is because many face-to-face encounters could easily be replaced by communication through the mobile medium. The study offers guidelines on aspects ranging from the initiation of mCRM to actual communication through mCRM. Hopefully, the findings of this study will encourage managers, regardless of industry, to consider whether their company could provide added-value of any kind through the use of the mobile medium to benefit their customer relationships.

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.

The literature identifies perceptions of data quality as a key factor influencing a wide range of attitudes and behaviors related to data in organizational settings (e.g. decision confidence). In particular, there is an overwhelming consensus that effective customer relationship management, CRM, depends on the quality of customer data. Data warehouses, if properly implemented, enable data integration which is a key attribute of data quality. The literature highlights the relevance of formulating problem statements because this will determine the course of action. CRM managers formulate problem statements through a cognitive process known as enactment. The literature on data quality is very fragmented. It posits that this construct is of a high order nature (it is dimensional), it is contextual and situational, and it is closely linked to a utilitarian value. This study addresses all these disperse views of the nature of data quality from a holistic perspective. Social cognitive theory, SCT, is the backbone for studying data quality in terms of information search behavior and enhancements in formulating problem statements. The main objective of this study is to explore the nature of a data warehouse's customer relationship data quality in situations where there is a need for understanding a customer relationship problem. The research question is What are the inner and inter construct associations of the quality of data warehouse customer relationship data for problem enactment? To reach this objective, a positivistic approach was adopted complemented with qualitative interventions along the research process. Observations were gathered with a survey. Scales were adjusted using a construct-based approach. Research findings confirm that data quality is a high order construct with a contextual dimension and a situational dimension. Problem sense making enhancements is a dependent variable of data quality in a confirmed positive association between both constructs. Problem sense making enhancements is also a high order construct with a mastering experience dimension and a self-efficacy dimension. Behavioral patterns for information search mode (scanning mode orientation vs. focus mode orientation) and for information search heuristic (template heuristic orientation vs. trial-and-error heuristic orientation) have been identified. Focus is the predominant information search mode orientation and template is the predominant information search heuristic orientation. Overall, the research findings support the associations advocated by SCT. The self-efficacy dimension in problem sense making enhancements is a discriminant for information search mode orientation (focus mode orientation vs. scanning mode orientation). The contextual dimension in data quality (i.e. data task utility) is a discriminant for information search heuristic (template heuristic orientation vs. trial-and-error heuristic orientation). A data quality cognitive metamodel and a data quality for problem enactment model are suggested for research in the areas of data quality, information search behavior, and cognitive enhancements.

L’objet de cette recherche est d’améliorer la compréhension de la construction de la fidélité en fonction de son objet : à la marque et au programme relationnel, en étudiant leurs antécédents et leurs effets sur l’attitude. Les recherches sur l’efficacité des programmes de fidélité soulèvent la question de savoir si ces programmes améliorent la fidélité à la marque ou la fidélité au programme (Bolton et al., 2000 ; Meyer-Waarden, 2007 et 2012 et Bijmolt et al., 2010). L’étude de l’influence relative des deux facettes de la fidélité sur l’attitude se fait à partir de la préférence, de l’intention et de la résistance des clients. La méthodologie retenue commence par une étude de cas dans la phase exploratoire (entretiens avec les experts), se poursuit ensuite par une étude qualitative auprès des clients adhérents à ces programmes. L’interaction entre la littérature et l’étude exploratoire a permis d’enrichir le modèle conceptuel intégral par des variables explicatives. Finalement, elle repose sur une étude quantitative réalisée auprès d’un échantillon de clients adhérents au programme de fidélité bancaire (153 en phase exploratoire et 284 en phase confirmatoire) via un access panel. La validation du modèle par équations structurelles (SEM) met en évidence le rôle important de la fidélité à la marque dans le maintien de la relation client. Le poids de l’influence de la fidélité à la marque sur le bouche à oreille est supérieur à celui de la fidélité au programme relationnel. De plus, elle a des effets positifs sur la part du portefeuille client ainsi que sur l’intention à la fidélité, à l’inverse de la fidélité au programme qui n’a pas d’effet sur ces deux variables. / The purpose of this research is to improve understanding of building loyalty based on its object: the brand and loyalty program, by studying their antecedents and their effects on attitude. Research on the effectiveness of loyalty programs suggest the question if these programs improve loyalty to the brand or loyalty to the loyalty program (Bolton et al., 2000; Meyer-Waarden, 2007 and 2012 and Bijmolt et al. 2010). The study of the relative influence of the two types of loyalty to the attitude is done from the preference, intention and resistance. The methodology starts with a case study in the exploratory phase (interviews with experts), then continues with a qualitative study of members of these programs. The interaction between literature and the exploratory study has enriched the conceptual model with explanatory variables. Finally, it is based on a quantitative study with a sample of members to loyalty banking program (153 in the exploratory phase and 284 in confirmatory phase) via an access panel. The validation of the structural equation model (SEM) highlights the important role of brand loyalty in maintaining customer relations. The impact of brand loyalty on word-of-mouth is higher than that of the loyalty to loyalty program. Moreover, it has positive effects on the customer share-of-wallet as the loyalty intention, in contrast to loyalty to the loyalty program that has no effect on these two variables.

Made available in DSpace on 2014-06-12T17:38:36Z (GMT). No. of bitstreams: 2 arquivo4001_1.pdf: 1707662 bytes, checksum: 323a7d76ae2a2ab2b9f308fffae2e81f (MD5) license.txt: 1748 bytes, checksum: 8a4605be74aa9ea9d79846c1fba20a33 (MD5) Previous issue date: 2008 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Inseridas num cenário altamente competitivo, as organizações primam pelo alcance de vantagem competitiva, embora para isto tenham que enfrentar desafios cada vez maiores. Nesse contexto, surge o Customer Relationship Management (CRM) como estratégia para sobrevivência e alcance de vantagem competitiva. Deve-se enfatizar, entretanto, a importância dos processos organizacionais, das tecnologias e das pessoas para o desenvolvimento desta estratégia, visto que eles compõem a empresa. Desse modo, esta pesquisa tem como objeto de estudo as práticas de CRM, apresentando como objetivo geral o desenvolvimento de um modelo de fidelização para clientes no setor de serviços de saúde. Este trabalho caracteriza-se como sendo uma pesquisa exploratória de abordagem qualitativa, utilizando a pesquisa bibliográfica como procedimento para alcance do objetivo geral. A partir da revisão bibliográfica foi desenvolvido um modelo capaz de contribuir para fidelização e a satisfação dos clientes de serviços de saúde. Para consecução do trabalho foi necessário estabelecer objetivos estratégicos para cada fase do modelo e incorporar ferramentas compatíveis com a proposta da pesquisa, tais como o SERVQUAL, o modelo de Kano, os Fatores Críticos de Sucesso, com a finalidade de auxiliar o processo de aplicação do Modelo Proposto. Este trabalho mostrou-se relevante uma vez que identifica junto aos clientes os atributos que para eles são mais importantes, além de guiar as empresas de serviços de saúde quantos aos rumos a serem seguidos

The study aimed to explore the relationship among outsourcing decision factors, customer relationship management, and operating performance in the translation market. Surveys were undertaken from translation agencies in Taiwan. 50 questionaires were released to each region including the northern, central, southern, and Hualien and Taitung Counties. In this research, 200 questionnaires were issued and 175 were returned. We received 162 valid returns with 13 invalid ones. copies of effective samples were returned, yielding a return rate of 81%. After the reorganization, the Pearson product-moment correlation, descriptive statistics, One-way ANOVA, and multiple regression analysis were used to analyze the data. The results of the study included: 1. Translation agencies of different capital showed significant difference on outsourcing decisions factors, among them the intraindustry trust showed significant difference. 2. Translation agencies of different numbers of company showed significant difference on outsourcing decisions factors, among them the responsibility of translation showed significant difference. 3. Translation agencies of different responsible translation unit showed significant difference on outsourcing decisions factors, among them the responsibility of translation and professional ethics showed significant difference. 4. Translation agencies of different responsible translation unit showed significant difference on customer relationship management, among them the enhancement strategy and establishment strategy showed significant difference. 5. Translation agencies of different capital showed significant difference on operating performance, among them the organization expansion showed significant difference. 6. Translation agencies of different numbers of company showed significant difference on operating performance, among them the organization management showed significant difference. 7. Translation agencies of different responsible translation unit showed significant difference on operating performance, among them the organization expansion and organization communication showed significant difference. 8. There were both positive and negative correlations among outsourcing decision factors, customer relationship management, and operating performance of translation agencies. In addition, both outsourcing decision factors and customer relationship management can effectively predict the operating performance. The study provided the following suggestions based on the above findings: 1. To carefully estimate the outsourcing businesses to enhance operating performance. 2. To conduct the customer relationship management well to improve the customer interaction. 3. To pay attention to operating performance to enhance the entire profits.

Due to globalization, international business competition has become keen in recent years. Enterprises have to face different challenges from all over the world, from inside Taiwan to the whole globe. Consequently, enterprises start to consider what management they can put into practice in order to increase organizational niche and improve business competitiveness and performance. Numerous theories and empirical studies suggested that the prime method to increase business competitiveness and performance is to connect management activities and strategies with customers. It can achieve remarkable success in business innovation and economy. Based on this, business philosophy nowadays turned into customer-oriented instead of cost or efficiency-oriented. There are lots of literature referring customer knowledge management and customer relationship management; most of them focus on the impact of these two factors on business performance. The linkage between knowledge management and customer relationship management are less discussed. As a matter of fact, customer knowledge management is the intervening variable when enterprises do customer relationship management, affecting the outcome of customer relationship management a lot. This study mainly aimed to to measure how customer knowledge management and customer satisfaction influence customer relationship management. On the other hand, the influence of customer satisfaction on customer knowledge management and customer relationship management are included as well. According to the analysis of literature and in-depth interview with the case company, the findings were as followed: 1.Customer knowledge management in software industry is beneficial for the predictability of the Customer relationship management. 2.The customer satisfaction is very important for software industry. Customer satisfaction is beneficial to enrich the intension of Customer knowledge management and maintain a good relationship with customers.