South African short-term insurers are finding it increasingly more difficult to maintain their market value amidst unpredictable and erratic economic conditions. In addition, the short-term insurance industry is faced with two major challenges: the growing number of direct short-term insurers entering the industry, and the significant decline in customer retention rates. Based on the literature review, it was found that these challenges present short-term insurers with a strategic imperative – they need to adopt a CRM approach, incorporating an integrated customer focus aimed at developing long-term relationships with customers. If they want to succeed in this pursuit, short-term insurers need to understand their customers‟ perceptions of the service offering, their existing relationship with the insurer, their levels of satisfaction, and their behavioural intentions towards the insurer. The primary objective of this study was to determine the influence of both direct and indirect short-term insurers‟ service quality and benefits derived from being in a relationship with the insurer, specifically on their customers‟ levels of satisfaction, their loyalty, and positive word- of-mouth intentions. In this vein, the study also sheds light on how short-term insurers can adapt their marketing strategies in order to develop and maintain successful long-term relationships with their customers. The study followed a descriptive research design. Convenience sampling was used to select suitable respondents, and data was collected by means of mall-intercept, person-administered surveys from individuals residing in the Gauteng Province of South Africa and who currently have short-term insurance. A sample size of 891 responses was realised. The results from the study indicate that respondents’perceptions of their insurers’ service quality offering do not differ significantly from their expectations. In other words, respondents seem to be satisfied with their insurers’ services. Results furthermore showed that quality services and additional relational benefits positively influence respondents’ levels of satisfaction with their short-term insurers, which in turn influence their intentions to remain loyal to their insurers or to communicate positively about them. In addition, no significant differences were observed between direct and indirect short-term insurance respondents with regard to service quality, relational benefits, customer satisfaction, or behavioural intention. Based on the results, this study proposes a model that sets out to demonstrate how South African short-term insurers can utilise service quality and relational benefits to realise and improve customer satisfaction, in order to encourage positive behavioural intentions among their customers. It is recommended that, in order to differentiate themselves, short-term insurers (both direct and indirect) should ensure that their service quality offerings are superior to those of their competitors’. Short-term insurers can attain high quality service offerings by paying special attention to their reliability, responsiveness, assurance and empathy. It is also recommended that short-term insurers should attempt to provide the same levels of relational benefits to all of their customers, independent of demographic differences, as a way to improve the overall morale and satisfaction of their customers. Since no significant differences were found in terms of different groups of respondents, it is further recommended that short-term insurers should differentiate themselves by customising their target market(s), through focusing their service and relational offerings on specific demographic, geographic, and psychographic segments. Finally, it is recommended that short-term insurers should use the model developed in this study with a view to improve the overall effectiveness of their CRM efforts. Recommendations for future research include extending this study to other South African provinces, in order to determine whether differences exist between respondents from different geographic locations. Future research can include representative numbers of respondents from each individual short-term insurer with a view to attain more accurate and representative information regarding specific insurers. A similar study can also be conducted among long-term insurers in order to determine whether the insurance industry in its entirety can benefit from the findings from this study. Finally, future research can test the CRM model presented in this study in the context of other service industries to determine its relevance and applicability. / Thesis (PhD (Marketing management))--North-West University, Potchefstroom Campus, 2013

Aktörer inom fastighetsbranschen har visat stort intresse att möta den nya Generation Y och söka kunskap inom marknadsföring mot dessa. Aktörerna efterfrågar kunskap för att bygga långsiktiga kundrelationer, där bostadsbristen inte är lika utbredd som i storstäderna. Syftet med denna studie är att analysera om engagemang, förtroende och lojalitet är avgörande faktorer vid skapandet av långsiktiga kundrelationer med Generation Y. Vidare presenteras teori angående vad som ligger till grund för långsiktiga kundrelationer.  103 respondenter har medverkat i en internetbaserad enkätundersökning där svaren har analyserats i det statistiska analysverktyget SPSS. Följande analyser har genomförts: korrelationsanalys, faktoranalys, regressionsanalys samt klusteranalys. Resultaten visar att Generation Y har en positiv inställning till relationsmarknadsföring där de anser att engagemang och förtroende är avgörande faktorer hos en hyresvärd. Studien visar även att Generation Y har en neutral inställning till Customer Relationship Management, vilket gör att fastighetsbolag bör överväga användandet av detta verktyg. Väletablerade kundrelationer kan förbättras av detta verktyg medan de relationer som är under uppbyggnad kan försämras. Studien bidrar med information till beslutsfattare inom fastighetsbranschen som är aktiva i kommuner inom glesbefolkade regioner och glesbygdskommuner. Kunskap om de framtagna faktorerna är avgörande vid skapandet av långsiktiga kundrelationer och kan bidra till minskade omflyttningskostnader och stabila inkomster under längre tid.

<p>Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.</p>

Submitted by FERNANDA FURIO CRIVELLARO (ffc_fernanda@hotmail.com) on 2018-06-07T19:35:54Z No. of bitstreams: 1 GESTÃO DA INFORMAÇÃO EM FERRAMENTAS DE CRM PARA CAPTAÇÃO E RETENÇÃO DE CLIENTES.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5) / Approved for entry into archive by Satie Tagara (satie@marilia.unesp.br) on 2018-06-08T17:12:16Z (GMT) No. of bitstreams: 1 crivellaro_ff_me_mar.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5) / Made available in DSpace on 2018-06-08T17:12:16Z (GMT). No. of bitstreams: 1 crivellaro_ff_me_mar.pdf: 1637008 bytes, checksum: 6983bdee0a883f64cf6d14edb75995a1 (MD5) Previous issue date: 2018-05-17 / Não recebi financiamento / Este trabalho tem como objetivo, verificar a contribuição do CRM para o processo decisório organizacional, no que tange ao desenvolvimento de estratégias de ação para a captação e retenção de clientes em uma empresa do ramo óptico. Essa é uma pesquisa de abordagem quali-quantitativa de caráter exploratório e descritivo. Tem como método de pesquisa o estudo de caso. Com o estudo foi possível perceber a importância do uso de uma ferramenta que gerencie o relacionamento entre a empresa e o cliente e, a importância de administrar as informações que são coletadas pela mesma. O CRM é considerado por muitas empresas, o principal meio de junção da gestão de informações sobre clientes; este será composto por informações que auxiliarão os gestores nas tomadas de decisões. Com esta pesquisa, foi possível perceber que a empresa não utiliza de nenhuma ferramenta para gestão da informação do cliente, tampouco, utiliza das informações dos clientes para tomar decisões, o que acarreta decisões tardias ou falhas com relação a reposição de mercadoria, soluções de problemas e alcance na divulgação da empresa. O CRM traria a empresa maior organização da informação interna e externa de forma a dar respostas mais rápidas ao cliente, controlando sua satisfação e necessidade. A ferramenta CRM pode ser implementada no sistema utilizado pela empresa, se o desenvolvedor se dispuser a criar as abas necessárias, possibilitando que a empresa não precise implantar novamente os dados em um novo sistema. / This work aims to verify the contribution of the CRM to the organizational decision-making process, in what concerns the development of strategies of action for the capture and retention of clients in an optical company. This is a qualitative-quantitative research of exploratory and descriptive character. It has as a research method the case study. With the study it was possible to perceive the importance of using a tool that manages the relationship between the company and the client and the importance of managing the information that is collected by it. CRM is considered by many companies as the main means of joining customer information management; this will be composed of information that will assist managers in decision making. With this research, it was possible to perceive that the company does not use any tool to manage the information of the customer, nor does it use the information of the clients to make decisions, which entails late decisions or failures in relation to the reposition of merchandise, solutions of problems and scope in the disclosure of the company. The CRM would bring the company greater organization of internal and external information in order to give faster responses to the client, controlling their satisfaction and need. The CRM tool can be implemented in the system used by the company, if the developer is willing to create the necessary tabs, allowing the company does not need to deploy the data in a new system.

Ample evidence from the literature suggests that in recent years, banks have been heavily investing in customer relationship management (CRM) systems. The reasons for this are traced to banks' emergent need to gain and sustain competitive advantage through greater knowledge of their customers. In turn, this increased knowledge is likely to also lead to increased: a) customer base, b) customer satisfaction, c) customer retention and, d) customer loyalty. The literature suggests that there is a knowledge gap, which relates to the reasons for CRM systems in adoption and usage as service delivery channels, as well as its effects on banks' customers. This is particularly the case with regards to the banks' customers' buying behaviour and is stemming from the fact that bank customers display some unique buying patterns. Based on the above, the aim of this study is to find out whether or not there is a potential influence of newly implemented CRM systems on consumer buying behaviour in the context of the Nigerian banking industry and also to assess the extent and nature of this influence (if any).

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.

This diploma thesis studies Customer Relationship Management (CRM) and its current usage and implementation in the EU. The primary goal of the thesis is to obtain general know-how for European service oriented organizations and to recommend efficient methods of implementing CRM so that it enhances the competitive advantage of enterprises in the EU. The secondary goal of the thesis is to assess CRM practices and trends in the European Union with a comparison of the two selected EU countries- Germany and the Czech Republic. The thesis is based on research of primary and secondary data with the findings being presented using the elaborated External Factor Evaluation Matrix and the CRM model. Fewer than 30% and 20% of companies in the EU use the operative and the analytic types of CRM, respectively. Therefore, there is a huge potential in utilizing both types of CRM, especially in small and medium enterprises. The most pressing issue in the EU is the shortage of IT professionals. The research proved that CRM can be very beneficial for organizations if it is implemented in the right way and yielded many other valuable pieces of advice for EU, German, and Czech enterprises.

Information systems are more and more applied in controlling of enterprise life. The IS application packages bring a computerized controlling in all economical process sets as ERP, CRM, SCM and BI. These sets guarantee a base for economical enterprise prosperity. In the marketing process area, strongly connected with CRM processes, there is a main task to advertise of economical and production enterprise results and its deep customer care to get new and sustain contemporary customers. This academic dissertation deals with relevant marketing processes. There are defined terms as a marketing case and a specification of its description as strings of services (standard and real marketing case). There are designed a system for the monitoring of a marketing cases. At the close of the thesis is presented of the functional implementation for marketing services.

Enterprise Resource Planning (ERP) was developed from the fifties of the last century. Mainly used was for accounting. Another milestone was seventies when there was added functionality of material management. The biggest extensions came in the nineties when there was a significant increase of servers performance and ERP systems could be more complex. Suppliers began to develop new modules for Customer Relationship Management (CRM), analytics named Business Intelligence (BI), Warehouse Management System (WMS) and others. Expansion of Internet and secure connections began also cause of develop the Electronic Data Interchange (EDI). ERP systems are more complex so implementation of this systems are more complex too because it extends to most processes in the company. Implementation starts by selecting an ERP system in relation to the processes maps of the company. Then it is necessary to manage whole process of the implementation and write target concepts of each parts. Equally important is the data preparation and cleaning of data base for migrate to a new ERP system. After programming, editing and parameterization of the required functions and processes following phase of testing. If all goes as expected and acceptance document is approved, ERP system is prepared to productive mode.

This diploma thesis focuses on evaluation of marketing communication of a company operating in the automotive industry. The aim of the thesis it to characterize and evaluate current external communication of the authorized dealerships of the Peugeot brand and their communication with import in the area of marketing activities. Subsequently appropriate recommendations leading to their improvement will be determined. Recommendation comes up also in the area of usage of client database and with processing potential demand. The literature search works with theoretical knowledge of the marketing area, marketing mix, communication mix, methods of budget and databases determination. Practical part uses findings to describe individual parts of marketing communication of the chosen company, which are subsequently evaluated by the individual subsidiaries of the Peugeot brand in the questionnaire survey. On the basis of answers -which are demonstrated by the charts- specific solutions are proposed.