The Master’s thesis deals with the issue of the proposal of a marketing strategy in Melzer company in the area of Customer Relationship Management (CRM) of Information Systems (IS). It concentrates on modern marketing conception and emphasizes the necessity of effective CRM. It explains important factors in connection with successful CRM IS implementation. It analyses domestic market of CRM IS including information system QI which is supplied by Melzer company as well as an internal CRM atmosphere in the firm. In the practical part there are analytical conclusions and recommendations leading to the proposal of the marketing strategy. This should significantly enable the firm to penetrate into the market of CRM IS and become successful.

Mobile technology has evolved drastically over the years, and so has the customer’s perception of and expectations on mobile services. Mobile phones have become the essential part of customer’s life style and they expect consumer services to be available on mobile phone. In this saturated market, providing better customer experience through the channel preferred by customers is as important as selling the actual product or services. In the quest to retain existing customers as well as attracting new, companies are developing innovative mobile customer relationship management (mCRM) strategies to strike a balance between its investments and fulfilling of customers need to generate maximum profit. However, not all mCRM strategies succeed leaving customers dissatisfied and switching to competitors providing better mobile services. The purpose of this study is to understand the dynamics between the customer acceptance, customer satisfaction and customer loyalty in the context of mCRM services. Thus, answering the following research questions: a) What are the factors behind customer acceptance? b) Do mCRM services have any effect on customer loyalty? Qualitative research method were utilized to closely study two different mCRM strategies from different industries with costumer in focus. Data for the study was gathered from a costumer survey as well as from interviews with informants within the company. In addition, external data from public domain was used to validate the findings of the study. Furthermore, a research model was developed by identifying the constructs adopted from literature study of technology acceptance model (TAM3) and customer loyalty. The research model was the basis for developing the customer feedback survey. In addition, the constructs helped in identifying the impact on customer acceptance and customer loyalty for the respective mCRM strategy. This study confirms previous findings and contributes to our understanding of technology acceptance as well as customer loyalty. The study reveals that mCRM services are mostly useful to urban customers with busy and on-the-go lifestyle. Furthermore, the study shows that through well practice use behavior customer develops a habit based on the prior evaluation of perceived usefulness and perceived value. In addition, the study indicates that customers build up a new trust towards the mCRM services through the usage of the service. Finally, the results of the study indicate that the mCRM services have an impact on company’s net customer loyalty.

Introduktion: Under de senaste 20 åren har icke-tekniska färdigheters betydelse för patientsäkerheten belysts mer och mer i forskningen. Interprofessionell utbildning med CRM som simulatorkoncept används för att träna icke-tekniska färdigheter och teamarbete men att träna under pågående operation är ovanligt. Syfte: Syftet är att utvärdera hur deltagarna upplever användandet av icke-tekniska färdigheter under en interprofessionell lärandeaktivitet på en dagkirurgisk operation. Metod: Tvärsnittsstudie med enkät som deltagarna (N=239) blev tillfrågade att svara på efter deltagande vid operation. Enkäten utvärderas deltagarnas upplevelse av kommunikation och teamarbete. Deskriptiv statistik och analys med Chi2, Wilcoxon sign rank test och Kruskal-Wallis användes. Resultat: Användandet av kommunikation inom och mellan professionerna har rankats som mycket högt av majoriteten av deltagarna i alla frågor, vid kontroll med Chi2 analys är det statistiskt signifikanta svar. Deltagarna upplever en ökad förståelse för andra professioner i teamet efter deltagande och de flesta anser att de blir en mer effektiv medlem i teamet och samt att patienter har fördel av att ett team löser patientens problem. Ingen statistisk signifikant skillnad sågs mellan professionerna. Slutsats: Träning under en pågående operation är möjligt att genomföra samt är uppskattat av deltagarna och viktigt för deras utveckling av icke-tekniska färdigheter Nyckelord: Icke-tekniska färdigheter, interprofessionellt lärande, CRM, SBAR, closed-loop-kommunikation. / Introduction: During the past two decades, there has been increased interest in non-technical skills and how they affect patient safety. The number of articles published in the field has increased. Interprofessional education with the concept of CRM has been shown to be an effective way to train non-technical skills and teamwork, but training during ongoing surgery is uncommon.  Purpose: The purpose is to evaluate how the participants experienced the use of non-technical skills in an interprofessional learning activity during ambulatory surgery. Method: This was a cross-sectional study in which the participants (N=239) were asked to answer an evaluation survey following ambulatory surgery, concerning their experience of communication and teamwork. Descriptive statistics and inferential statistics with chi-square, Wilcoxon signed-rank test and Kruskal-Wallis were used to analyse the material.  Results: The use of communication within and between the professions was ranked as very high by the majority of the participants in all the questions in the survey, and control using chi-square showed the results to be statistically significant. The participants experienced an increased understanding of the other professions in the team, and deemed that they had become more effective team members. They were also of the opinion that patients have an advantage when a medical team solves their problems. There were no statistically significant results between the professions. Conclusion: Training can be implemented during ongoing surgery. This is a popular activity with participants, and is vital for their development of non-technical skills. Keywords: Non-technical skills, interprofessional education, CRM, SBAR, closed-loop communication

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This PhD thesis deals with the issue of electronic commerce with a primary focus on customers. The reason and purpose of the doctoral thesis is a growing need and increasing requirements for the creation of electronic transactions. Research has been conducted, showing that the scope of electronic commerce is of great importance and will increasingly need to build a broader and more developed network of virtual stores. In the work attention is paid to the very issue of e-commerce and CRM issues. The objectives of thesis are: to define a new model system of electronic commerce, the methodology of the new direction of the electronic business, to propose an appropriate methodology for the new direction of e-commerce and application of new methodologies and strategies of e-commerce trends. Theoretical knowledge in the work is based on various sources by both Czech and foreign authors. In this work are described in detail the steps and results of practical research and exploration. There are discussed the development and operation of e-commerce, and recommendations for the future are suggested. The basis for the development of the doctoral thesis was a study of existing literature, and primary research in a company with an important position in the market. The work is aimed to serve science, educational purposes in education and as a handbook for the emerging e-commerce, and is the basis for further research and scientific work in the field of electronic commerce.

Denna studie har undersökt hur digitaliseringen påverkar kundretention i dagligvaruhandeln vilket är ett intressant och aktuellt ämne. I dagens samhälle där det råder mycket osäkerhet kring världsekonomin vilket markant påverkar konsumenters privatekonomi och livsmedelsindustrin, har det varit intressant att undersöka konsumenters köpbeteende och reaktioner till ekonomikrisen. På grund av hur dagligvaruhandeln ser ut har det varit relevant att undersöka hur konsumenter svarar på företags tillämpning av digitala verktyg för att optimera kundretention.  För att besvara undersökningens syfte utfördes en empirisk studie. En litteraturstudie har utförts för att undersöka det studerande fenomenet samt vad tidigare forskning har resulterat i. Efter litteraturstudien tillämpades en enkätundersökning som vidare sammanställdes för att analyseras i statistikprogrammet IBM SPSS. I SPSS skapades bivariata analyser i form av korstabellsanalys, korrelationsanalys och regressionsanalys för att skapa och identifiera korrelationer och samband mellan de undersökta variablerna.  Studiens resultat visar att kombinationen av pris, geografiskt läge samt erbjudanden och rabatter är betydande faktorer för kundretention. Studien visar även att digitaliseringen har en betydande effekt på kundretention. Teknologins ständiga utveckling bidrar till implementering av nya verktyg som effektiviserar hanteringen av kunddata för att stärka kundrelationer och öka kundretention. / This thesis has studied how digitization affects customer retention in the grocery trade, which is an interesting and relevant topic. In today's society, where there is much uncertainty surrounding the world economy, which significantly affects consumers' private finances and the food industry, has it been interesting to examine consumers' buying behavior and reactions to the economic crisis. Due to the circumstances in the grocery trade, has it been relevant to study how consumers respond to companies' application of digital tools to optimize customer retention. In order to answer the purpose of the survey, an empirical study was carried out. A literature study has been carried out to investigate the studied phenomenon and what previous research has resulted in. After the literature study, a questionnaire survey was applied which was further set to be analyzed in the statistical program IBM SPSS. In SPSS, bivariate analyzes were created in the form of cross-tabulation analysis, correlation analysis and regression analysis to create and identify correlations and connections between the studied variables. The results of the study show that the combination of price, location, offers and discounts are significant factors for customer retention. The study also shows that digitization has a significant effect on customer retention. The constant development of technology contributes to the implementation of new tools that streamline the handling of customer data to strengthen customer relationships and increase customer retention.

Тема магистерской диссертации: Организация системы сбора входящих потоков информации на производственном предприятии. Магистерская диссертация выполнена на 74 страницах, содержит 1 таблицу, 36 рисунка, 61 использованных источников. Актуальность темы обусловлена растущим количеством информации в организации, в том числе информации о клиентах, которую необходимо обрабатывать, систематизировать, и хранить, а обработка информации является очень трудоемким процессом для сотрудников, которые работают с клиентами. Целью работы является разработка архитектуры информации и методологии систематизации обработки клиентской информации на предприятии. Задачами работы являются:  изучение теоретических вопросов предмета работы;  сбор данных об объекте и разработка модели архитектуры информации;  написание методологии;  обоснование эффективности. Объектом написания выпускной квалификационной работы был выбран «Бобровский Экспериментальный Завод». Предметом выпускной квалификационной работы является система обработки входящей информации от клиента в организации. В первой главе освещается проблематика обработки информации на крупных предприятиях, имеющих автоматизации по отделам. Так же рассматривается теория архитектуры информации. Во второй главе проведана работа над выявлением узких мест в процессе обработки информации. Разработана концептуальная модель архитектуры информации, показаны возможности развития информационной системы на основе архитектуры информации. Третья глава посвящена изучению предприятия. В главе описана полная модель предприятия, показан основной процесс сбора информации. Создана модель информации, как она есть. Результаты работы: практическим результатом работы стала разработанная концепция модели архитектуры информации, интеграция двух систем, 1С и Битрикс24, а также частично внедрение полностью автоматической обработки клиентской информации из таких источников как сайт, и портал SuplBiz. / Theme of the master's thesis: The organization of the collection of incoming information flows at a manufacturing enterprise. The master's thesis is executed on 74 pages, contains 1 table, 36 figures, 61 sources used. The relevance of the topic is due to the growing amount of information in the organization, including information about customers, which needs to be processed, systematized, and stored, and information processing is a very laborious process for employees who work with clients. The aim of the work is to develop an information architecture and methodology for systematizing the processing of client information in the enterprise. The tasks of the work are:  study of the theoretical issues of the subject of work;  collection of data on the object and development of an information architecture model;  Writing a methodology;  Justification of effectiveness. The object of writing the final qualifying work was chosen "Bobrovsky Experimental Plant". The subject of final qualifying work is the system for processing incoming information from the client in the organization. The first chapter highlights the problem of processing information at large enterprises that have automation by department. The theory of information architecture is also considered. In the second chapter, work was done to identify bottlenecks in the processing of information. The conceptual model of the information architecture is developed, the possibilities of the information system development on the basis of the information architecture are shown. The third chapter is devoted to the study of the enterprise. The chapter describes the full model of the enterprise, shows the main process of collecting information. A model of information is created, as it is. The results of the work: the practical result of the work was the developed concept of the information architecture model, the integration of two systems, 1C and Bitrix24, as well as partly the implementation of completely automatic processing of client information from sources such as the site, and the SuplBiz portal.

Актуальность темы обусловлена высокой конкуренцией на рынке. Цель магистерской диссертации – исследование и внедрение информационной системы для оптимизации бизнес-процессов организации. Задачи работы: - проанализировать работу салона без внедрения системы; сделать обзор и анализ программного обеспечения для внедрения CRM-системы; оценить экономическую эффективность внедряемого проекта. Объект исследования данной работы является информационное веб-пространство салона красоты. Предмет исследования является информационное и программное обеспечение бизнес-процессов салона красоты. Результаты работы: практическим результатом работы является план внедрения информационной системы на предприятии, для автоматизации бизнес-процесса «Запись клиента на услугу» в салоне красоты «NB Nail Studio». / The relevance of the topic is due to high competition in the market. The purpose of the master's thesis is the research and implementation of an information system to optimize the organization's business processes. Tasks of work: analyze the operation of the cabin without introducing a system; make a review and analysis of software for the implementation of a CRM system; evaluate the economic efficiency of the implemented project. The object of study of this work is the information web space of a beauty salon. The subject of the research is information and software for business processes of a beauty salon. Results of the work: the practical result of the work is the plan for the implementation of the information system at the enterprise, to automate the business process “Registering a client for a service” in the NB Nail Studio beauty salon.

В современном мире рынок фотографических услуг развивается семимильными шагами. Фотосалоны и фотостудии особенно актуальны среди начинающих бизнесменов. Чтобы повысить продажи, многие компании все чаще предлагают возможность записать клиента онлайн с помощью CRM. CRM-система актуальна по разным причинам: развитие бизнес-процессов, роли интернета и использование мобильных устройств в бизнесе, развитие и удешевление технологий обработки данных и ИТ-инфраструктуры. И, конечно же, большую роль сыграл тот факт, что технические возможности CRM-систем достигли совершенства. Они позволяют отследить путь покупателя с момента первого контакта с ним для перепродажи. Она создает технологию продаж, связывая рекламу, аналитические инструменты и саму систему продаж в единую систему. Результаты выпускной квалификационной работы будут использованы в фотостудии при внедрении CRM-системы AppEvent. / In the modern world, the photographic services market is developing by leaps and bounds. Photo salons and photo studios are especially relevant among novice businessmen. To boost sales, many companies are increasingly offering the option to sign up a customer online using CRM. The CRM system is relevant for various reasons: the development of business processes, the role of the Internet and the use of mobile devices in business, the development and reduction of the cost of data processing technologies and IT infrastructure. And, of course, the fact that the technical capabilities of CRM systems have reached perfection played an important role. They allow you to track the path of the buyer from the moment of the first contact with him for resale. It creates sales technology by linking advertising, analytical tools and the sales system itself into a single system. The results of the final qualifying work will be used in the photo studio when implementing the AppEvent CRM system.

В магистерской диссертации производится анализ влияния пандемии COVID-19 на работу детейлинг студии в Екатеринбурге, по результатам делается вывод о влиянии пандемии на сферу автоуслуг в Екатеринбурге и определяется наиболее успешная стратегия управления детейлинг студией. После рассматривается проект внедрения CRM-системы в бизнесс процессы детейлинг центра. / The master's thesis analyzes the impact of the COVID-19 pandemic on the work of a detailing studio in Yekaterinburg, based on the results, a conclusion is made about the impact of the pandemic on the auto services sector in Yekaterinburg, and the most successful strategy for managing a detailing studio is determined. After that, a project of introducing a CRM system into the business processes of a detailing center is considered.