<p>Syftet med uppsatsen är att undersöka och klarlägga relationsmarknadsföring som ett verktyg i ett företag inom hemelektronikbranschen, samt ta reda på betydelsen av CRM, service management och relationsbildningar för företaget. Vi har valt att använda oss av det kvalitativa tillvägagångssättet där intervjuer med företagets anställda har gjorts. Studien är baserad utifrån ett abduktivt angreppssätt.</p><p>Eftersom studien är kvalitativ har forskningsfrågorna inte kunnat besvaras med konkreta svar utan snarare bredare svar med djup som gett oss förståelse över hur relationsmarknadsföring, CRM, relationer och service management rent praktiskt går till väga. Studien har visat att det förekommer relationer mellan säljare och kund i hemelektronikföretaget men att det inte ses som något direkt marknadsföringsverktyg. Studien har visat att de teoretiska begreppen använts praktisk sätt men inte i de teoretiska termerna. Studien har även visat att det finns möjlighet att företaget kan utveckla transaktioner till relationer, som i sin tur bildar relationsmarknadsföring.</p>

Ingeniero Civil Industrial / Al asistir a los grandes teatros y museos del mundo, la visita queda registrada en los sistemas de estas organizaciones. La mayoría envían un mensaje con alguna oferta para un espectáculo próximo de la misma disciplina o algún programa artístico de temáticas similares, si tiene un hijo le harán una invitación a alguna función infantil y muy probablemente le envíen saludos para su cumpleaños. Este tipo de acciones hablan, en principio, de un interés por gestionar la relación entre la organización y el consumidor. Esto es lo que sucede típicamente en los enfoques relacionales, donde las empresas planean generar ventajas competitivas de largo plazo que sean difíciles de imitar. Para esto es crucial, en primer lugar, conocer a los consumidores. En segundo lugar, y a partir de la información del consumidor, se genera una oferta personalizada que hace la compra más rentable a los consumidores y, en ese sentido, ellos pueden ser vistos como activos de las organizaciones. Este enfoque de negocios es denominado Customer Relationship Management (CRM). Es en este contexto, ¿es posible aplicar un enfoque estratégico CRM a una fundación cultural en Chile? De ser así, ¿bajo qué condiciones es posible aplicarlo? En el contexto de la realización de la memoria, el objetivo que se plantea es definir el diseño de la herramienta estratégica CRM utilizando la metodología descrita por Payne (2005) donde se estudia el estado actual de la organización en cinco procesos que describen el enfoque CRM: i) Proceso de desarrollo estratégico; ii) Proceso de creación de valor; iii) Proceso de integración multicanal; iv) Proceso de gestión de la información; v) Proceso de evaluación del rendimiento. Posteriormente, en base al grado de avance de la organización en cada uno de los procesos, se delinea un plan de implementación estableciendo las tareas que debe realizar la organización. Se concluye finalmente que la estrategia de la institución es enfocada en la venta de productos, este diagnóstico se fundamenta en el estado actual de la organización en cada uno de los procesos que propone la metodología. Esto no permite la inmediata implementación del enfoque estratégico CRM. Sin embargo, se plantea la posibilidad del cambio en la posición estratégica dentro de la matriz CRM cumpliendo con las tareas que se establecen en el plan de implementación, logrando establecer una estrategia de marketing basada en los consumidores.

Title: The Competition among major fitness clubs in region Prague Goals: The objective of the thesis is to analyze and compare clientele of Prague's major fitness clubs and to acquire proper data to characterize the customer base in Prague. Results from this research will lead to characterization of competitiveness in the field and recommendations will be proposed to clubs. Methods: The research was completed by both quantitative and qualitative methods. Data were required by questionnaire given to current customers of chosen clubs and by interviews with sales managers from those clubs. Results: Results confirmed assumption about intense competition on the market with providers of fitness services in fitness clubs. The importance of the right targeting was shown as well as the relevancy of the location of the club, because clubs have a tendency to contact potential customers who live or work in an area nearby a club. Keywords: Fitness club, fitness center, customer, membership, CRM, competition

This work deals with the analysis, design and implementation of the portal, which works as a service and allows the identification of corporate visitors of the website. Classified visits are available through a interface of web portal with ability to set automatic export to Microsoft Dynamics CRM Online. The functionality of the implementation respectively identification of corporate visitors is then practically tested using the collected data.

The purpose of this thesis is to analyse the trends related to the Customer Relationship Management (CRM) with emphasis on the CRM software. Essential trends were identified through professional analytical reports and dedicated servers. CRM trends were analysed from the time and factual perspective. The core purpose of this thesis was to evaluate possible business value of identified trends for businesses from a selected market segment. To fulfil this goal, the banking segment was chosen to be further analysed. The author of this thesis studied the extent of implementation of chosen trends in a real CRM implementation project executed in a bank operating on the market of Czech Republic. In the process, the set of interviews with "CRM in banking sector" professionals were completed to figure out how they are possibly appreciated by the whole banking sector. Through the responses of the chosen professionals, some trends characteristics were mainly followed. These were trend maturity (captured by slightly modified Gartner Hype Cycle) and trend business value (captured by defined numeral evaluation). An average evaluation of business value of each trend, done from various time perspectives, was displayed by two different tables, each grouping trends on the factual basis. Finally, trends business values were represented graphically to accent their possible progress as seen from the banking sector point of view and to provide users with a simple tool to confront their view with the view of the professionals. The tool mentioned allows users to focus on the trends that are likely to be very beneficial (according to the general opinion of the chosen professionals) and at the same time allows users to stay clear of the trends that don't promise much value for the banking sector, not even in the future.

The issue of managing customer relationship is very comprehensive and touches all processes in organizations. My diploma thesis focuses on benefits of CRM systems for improving effectiveness of marketing campaigns in retail segment of UniCredit Bank Czech Republic, a. s., a member of leading European financial institution UniCredit Group. Customer relationship management approach is analyzed on the example of a key marketing campaign that took place this year. The theoretical knowledge is compared with practical application in the different stages of the campaign management - planning, execution and evaluation by using CRM tools. The aim is to verify the current knowledge on customer needs, ability to deliver the right data to target potential clients, use of information technology for campaign management and results evaluation. As a conclusion the thesis provides a list of recommendations that should enhance efficiency of executed marketing campaigns and leverage value for the customer as a key factor for building a long-tern relationship between the bank and the client, which is a prerequisite to fulfill the basic objective of the company's existence -- profit maximization.

The digitalization has provided the retailing business with a wide range of technologies and systems that has made it possible for retailers to connect with customers and do businesses in a new and efficient way. However, the new advanced technology has also provided some challenges such as higher competition and new demands from the customer. Since the customer is a vital part of the retail business and technology has become a big part of people and businesses everyday life, this study aims to create a richer understanding of the importance of digital technology for managing customer relations in the retail sector. By conducting interviews with owners and part owners of retail businesses the study was able to get an insight of their view on this matter. The result shows that the technology does not play the primary role but can be applied as an extension to the physical meeting and facilitate parts that constitute good customer relations.

Thesis (M.Com. (Marketing Management and Information Systems))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2014. / This study evaluates the impact of the TOMS Shoes one-for-one campaign on the perceptions, attitudes and purchase intentions of Generation Y (GenY) consumers in the United States. The theoretical framework of the study is based on the CRM Response Model, which integrates several psychological and behavioural measures in describing GenYs‘ response to campaign messages (Waters 2006, Hyllegard 2009). The model was operationalised by a hypothetico-deductive research design and data was analysed through Confirmatory Factor Analysis. The strongest determinant of the model‘s outcome variable (i.e. ‗purchase intentions') is brand motivation or ‗attitude towards the brand‘. Consequently the causes chosen must have affinity with the company‘s products for GenY to respond favourably to the campaign messages. Combining emotionally evocative stimuli/imagery with a cause that GenY consumers care about or are ‗involved‘ is bound to make them like or believe (accept) the campaign. The ‗emotional‘ reactions of GenY determine whether they will pay ‗attention‘ and/or 'like the campaign message' or not. The cohort‘s ‗involvement‘ in the shoe cause is partially mediated by ‗attention‘ and has a weak but significant influence on ‗attitude towards the brand‘. Likeable and/or memorable ads tend to be more effective in persuading consumers than neutral advertisements. ‗Attention‘ has a direct influence on ‗attitude towards the advertisement‘ or liking the campaign message, with communications effects in essence minimal without ‗attention‘.

Enterprise Resource Planning and Customer Relationship Management are two essential concepts in the global supply chain. These aspects are considered to be the backbone of organizational success as they ensure that the upstream and downstream members of the chain are working effectively to deliver services that meet the standards and the customer’s requirements. Customer satisfaction in the freight forwarding industry, especially for the Case company is the priority. Integration of new systems in the centralized repository so that the information sharing is facilitated, and decision making is strengthened. Vendor selection, implementation of the new system, and customer satisfaction are the essential parts of this study. As there is significant competition in the industry, there are increasing challenges in boundless trading. Several researchers have conducted a study on this aspect to evaluate the critical success factors driving ERP system successfully. In this study, the researchers aimed to analyse the importance of implementing a CRM system in an ERP system of the Case company and evaluate how it positively influenced the organization.The researchers in this study used a triangulation approach and made use of both primary and secondary data in the study. For primary data, there were several detailed interviews conducted while the secondary data was collected through the comprehensive literature review. The results showed that there had all the research participants emphasized massively on the importance of customer relationship and implementation of a new system in the organization. There were specific challenges that were faced by the organization, especially concerning the employee resistance to change and the increase in the costs of the organization. However, the benefits outweigh the costs, and it is suggested to continuously improve the system for the sake of enhanced the organization’s performance.

Cause-related Marketing är en marknadsföringsmetod vilken har använts flitigt av företag inom olika branscher, en metod som både bemötts av hyllningar och kritik. Studier har gjorts i hur metoden påverkar ett företags varumärkesbild, men då CRM har fått en nyare skepnad fanns det en relevans i att undersöka huruvida den nyare formen av CRM påverkar varumärkesbilden. Studien ämnade mer specifikt att studera Gillettes kampanj “The Best Men Can Be” från januari 2019 och hur den påverkade unga konsumenters varumärkesbild. En kvalitativ studie har utförts där semistrukturerade intervjuer har legat till grund för insamling av data. Respondenterna delades in i två målgrupper - män och kvinnor. Vidare baserades de semistrukturerade intervjufrågorna på Kapferers identitetsprisma. Resultatet visade att konsumenters varumärkesbild påverkades av CRM, mer specifikt av den aktuella kampanjen. Resultatet indikerade att varumärkesbilden förbättrades hos kvinnor men försämrades hos män​.