[Truncated abstract] Relationship marketing and some of its associated strategies, including customer relationship management (CRM), is an approach to marketing that is increasingly recognised as important by researchers and marketers. The approach suggests that marketers should focus on developing and maintaining strong relationships with existing customers in order to increase customer lifetime value (CLV) and to reduce the costs associated with constantly acquiring new customers. Advocates promote increased revenue per customer, increased products per customer (customer share), lower customer churn (higher retention) and increased chance that loyal customers will advocate on behalf of the organisation (positive word of mouth), as just some of the benefits of building relationships. While the concept of developing stronger relationships with customers appears convincing; the successful implementation of relationship marketing & CRM initiatives has been a challenge for many enterprises. There are many reasons cited for this including differing benchmarks for success, the range of relationship marketing activities available to marketers, customer differences and how marketers choose to model customer response. To cut through this complexity and to contribute to the field, the current study was carried out to explore, in detail, a single relationship marketing initiative being implemented in a large consumer oriented organisation. The goals of the current study were to see whether the introduction of a cross-selling initiative (CSI) helped front line employees to cross-sell additional products to existing customers during face-to-face interactions and whether the technique used to predict product adoption influenced the effectiveness of those cross-selling activities. Cross-selling refers to the promotion of additional products to existing customers. .... It was considered likely that retail employees would be more confident if they received a specific cross-selling recommendation for a customer and that the increased confidence would lead to increased cross-selling activity and better results. The results confirmed that: Retail employees were more likely to approach a customer with a cross-sell offer if they had a specific recommendation for that customer. Cross-sell offers based upon those recommendations were more likely to be successful. Logistic regression was a better technique for identifying customers likely to adopt the product than anecdotal modelling approaches. The current study makes an important contribution to marketers considering or engaging in customer relationship marketing by confirming the effectiveness of CSIs. Based upon the results, CSIs appear to offer marketers an effective tool to increase customer share thereby increasing revenue and potentially increasing customer loyalty, tenure and profitability. The study also illustrates that effective modeling reduces the chance of making superfluous cross-selling offers to customers thereby reducing the cost of cross-selling, enhancing the confidence of retail employees and minimising the risk of damaging existing relationships. Overall, the study illustrates that the potential for CSIs as a relationship marketing tool is substantial and should not be underestimated.

The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.

This thesis is about judging the value of a product from the perspective of a customer. The objective of this thesis was to determine if a firm judges the value of its product from the perspective of a customer and based on the acquired information propose potential changes. The theoretical part consists of demarcation of basic concepts and the methods used by a firm to determine the value of a product. The first part of the objective was examined in the practical part. That is to determine if a firm values its product from the view of a customer. The firm had shortcomings in judging the value of a product from the perspective of a customer. Therefore, as is mentioned in the second part of the objective, there are described methods in this thesis with examples as to how to improve the current situation.

The aim of this thesis is to analyze the current state of marketing communications in a football club Bohemians Praha 1905. Another aim is to suggest possible improvements in marketing communications, which would have helped the club to better work with interested groups.

Orientador: Luiz Henrique Antunes Rodrigues / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Agricola / Made available in DSpace on 2018-08-04T08:41:08Z (GMT). No. of bitstreams: 1 Denobile_Tatiana_M.pdf: 883481 bytes, checksum: 91043c7848e2f4e5a1a4799a10f51346 (MD5) Previous issue date: 2005 / Resumo: O objetivo deste trabalho foi o desenvolvimento de um Modelo de Gestão Estratégica com foco no cliente para a comercialização de produtos orgânicos por meio da venda direta. Este modelo foi desenvolvido por meio de um estudo de caso do Sítio Vila Yamaguishi de Jaguariúna ¿ SP e se baseou nas teorias da Inteligência Competitiva e da Gestão do Relacionamento com Cliente (CRM), contando também com o auxílio da tecnologia de Mineração de Dados para elaboração de um modelo de diferenciação dos perfis dos clientes, bem como para a descoberta dos hábitos de compra. No contexto da venda direta é muito importante que se conheça os hábitos e perfis dos clientes, pois cada um se configura como uma transação comercial, portanto, sua satisfação e o atendimento de suas necessidades pode representar a continuidade do negócio. Assim, por meio do modelo de diferenciação dos clientes foi possível detectar os clientes ativos e os não ativos, além de destacar os de maior valor para o negócio e, ainda, os que costumam comprar regularmente. Deste modo, foipossível também sugerir ações de comercialização de acordo com os perfis e hábitos descobertos. Por último, este trabalho visa ilustrar como dados internos de um negócio, quando bem trabalhados, são transformados em conhecimento que, juntamente com ações comerciais adequadas, podem se tornar uma ferramenta valiosa para aquisição de vantagens comerciais e competitivas / Abstract: The main objective of this research was to develop a Strategic Management Model with focus on customer to commercialize organic products by direct sales. It was based on Competitive Intelligence and Customer Relationship Management (CRM). Data Mining technology was used in order to elaborate a model of customer differentiation as well as to identify consumption habits. This research was developed by a study of case. It is very important to know the habits and the profile of each customer in the context of direct sales, once each client means one transaction. Therefore, their satisfaction and the response for their needs can mean the continuity of the business. This model allowed distinguishing which clients had been buying or not, which ones were more valuable to the business and also which of them had a regular frequency. Considering this scenery, it was possible to suggest commercialization actions according to the different profiles and habits discovered by the using of Data Mining technology. This study aimed to illustrate how internal data of a business can be transformed in knowledge by a planned way, which can become a valuable instrument in order to gain competitive and commercial advantages / Mestrado / Planejamento e Desenvolvimento Rural Sustentável / Mestre em Engenharia Agrícola

We address the task of mapping a given domain model (e.g., an industry-standard reference model) for a given domain (e.g., ERP), with the source code of an independently developed application in the same domain. This has applications in improving the understandability of an existing application, migrating it to a more flexible architecture, or integrating it with other related applications. We build on a previous approach, which uses relationships among source code elements for improving the precision of the mapping process. We extend this approach by considering relationships among domain model elements in addition to relationships among source code elements, and also by stating the mapping process as an optimization problem. We have implemented our approach, and compared it with the previous approach. We show that our approach gives significantly better precision as well as recall than the previous approach when applied on a real industry-standard domain model and an open-source application.

For manufacturing firms, having knowledge about customers is very important, in particular for the developers and designers of new products. A way in which software can help to build an information channel between the customers and the firm is through Customer Relationship Management (CRM) and Business Intelligence (BI) solutions. Customers’ data are captured into the Customer Relationship Management solution while Business Intelligence analyses them and provide clear processed information to the developers and designers of new products. In this study we have researched if this process occurs in the industry, if and how it can be improved and what advantages it could bring to manufacturing firms. We have carried out the data collection by interviewing experts in four companies, three software companies that provide Business Intelligence solutions and one manufacturing firm. We found out that those software solutions are not used to directly connect developers and designers to customers’ data, and that there are no specific technical obstacles that prevents this, if not managerial reasons rooted in everyday practice. We also uncovered facts that would help to make this process more efficient and make customers’ data even more relevant to development.

The thesis studies the topic of Business Intelligence applications specialized to enhance the analytical, planning and control capabilities of commercial banks in areas such as marketing, sales and customer care. The goal of the diploma work is to give a complex view on analytical CRM in the context of banking industry, to analyze the solution from different perspectives and to design functions, processes and data corresponding to a business model of commercial banking. The theoretical part of the work investigates the customer relationship management strategy, general principles of relationship marketing, current situation in the area of Customer Intelligence and keystones of IS/ICT applications which are applicable to implement the CRM strategy. The following chapters deal with the actual development in Czech banking industry, banking activities and IS/ICT application architecture in the context of banking industry. The main part of the work is focused on analysis and design of functions, processes and data of analytical CRM in the context of banking industry. The results of the analysis suggest implementing a propensity to buy model as an analytical CRM function applicable to manage customer acquisition and customer selection for direct marketing campaigns. Similarly, a function providing the probability of customer churn can be of great value for activities aimed at customer retention. The thesis contributes to the existing literature by designing input variables for propensity to buy modeling, customer retention modeling and customer segmentation. Additionally, the work introduces process models which define the main steps of data analysis and also the performance metrics for these processes. Finally, the part dedicated to data principles of analytical CRM contributes by designing key customer data aggregations and by analyzing different possibilities of data layer integration within the IS/ICT architecture of commercial banks.

Diploma thesis is focused on the implementation of customer relationship management and Business Intelligence solutions in the small business company using open source technologies. Main objective of the thesis is implementation of CRM and Business Intelligence and evaluation of usability of these solutions. Thesis describes basic elements of these solutions. For the setting up metrics is using Balanced Scorecard. In the next part of this thesis is designed the whole Business Intelligence including the creating of data model and OLAP cubes using open source technologies. Theoretical background is described in the first part of thesis. There are defined basic terms from scope of strategic management using Balanced Scorecard, CRM and Business Intelligence. Thesis demonstrates using and creation of the whole Business Intelligence solution. There are also evaluated difficulties in implementation of these products. In thesis is designed data warehouse and the whole solution including reports.

The digital age has brought many new technologies that are disrupting the way that companies interact with customers. Automated technologies are one aspect of technological development in recent days, and it has changed how regular business operations are performed. Chatbots, for instance, has changed the way that customers interact with companies. Facilitating interaction and being available around the clock to serve customers who have questions. This study investigated how automated technologies are used in CRM-activities of companies and how the implementation of such technologies can lead to customer engagement. CRM, Customer Relationship Management, is a core business strategy that aims to strengthen customer relationships through co-creating value with the use of supporting technologies. Customer engagement is a measurement of a customer's involvement with a firm over time, with the end goal of customers becoming “fans” that advocate and generate word-of-mouth for the firm. This study investigates how companies utilize automated technologies in CRM-activities and if these technologies can help lead to customer engagement. The study aims to answer the following research question: How are automated technologies, more specifically chatbots, used in existing CRM strategies to further create customer engagement? The study conducted investigates these technologies within five companies that utilize chatbot-technologies from chatbot-providers. The chatbot-providers are also part of the study to get a more comprehensive view of the functionalities and purpose of these technologies. The contrasting view of companies and chatbot-providers is used to answer the sub-purposes of the thesis regarding how companies implement automated technologies. A qualitative study with interviews was conducted, along with secondary data from written documentary sources. The data were analyzed in a theoretical thematic analysis in which themes were developed from the theoretical framework. The findings of the study show that despite the potential of automated technologies, the most prominent use is for customer service operations. The potential for automated technologies in CRM is greater than what was found in the interviewed companies. The findings also demonstrate that automated technologies facilitate connection, interaction, and increases customer satisfaction, which can lead to customer engagement. The findings also show that there is a discrepancy in the views of companies who use chatbots in their business processes and the chatbot-providers that help implement them.