The thesis deals with forms of cause-related marketing in the sphere of wildlife protections, care of abandoned and mistreated or handicapped animals and of wild animals and animals living in captivity. I am interested in different forms of co-operation of companies with non-profit organizations that deal with animal care. I am interested also in using of web sites of non-profit organizations and their business partners as communication tool of this co-operation. The thesis is concluded by four case studies showing basic forms of co-operation and its communication that I noted in this sphere.

The diploma thesis deals with Cause Related Marketing as the way of cooperation of a nonprofit organization and commercial company in the Czech environment. The presence of different types of Cause Related Marketing in the Czech Republic was investigated on the basis of the expert typology. My goal is not only to investigate the occurrence of these types, but also to analyze their representation and to determine which type prevails. In the empirical part I present concrete Cause Related Marketing campaigns with focus on their presentation on the websites of nonprofit organizations and their partner companies. Considering the website presentation of this cooperation I look for connections demonstrating the initiative that entities pursue during the campaign. The outcome of the diploma thesis is the research evaluation, recommendations for profit and nonprofit organizations and critical evaluation of this issue.

För många framgångsrika service- och tjänstebolag är Customer RelationshipManagement, eller CRM-system, ett fundamentalt och nödvändigt verktyg som företag brukar för att möjliggöra en förhöjd kundupplevelse och kundnöjdhet för företagetskunder. På senare år har artificiell intelligens genom sin utveckling sett en ökning av potentiella användningsområden och sedermera introducerats inom diverse branscher tack vare dess effektivisering av dessa användningsområden. Men alla branscher har intesett samma implementeringsgrad av olika anledningar. Dels beroende på operationella skillnader, men också på grund av hur kunder ser på användningen av artificiell intelligens som i sin tur påverkat företagens implementering av artificiell intelligens i sina kundrelaterade processer. Med artificiella intelligensens intåg inom den svenska försäkringsbranschen i kombination med de tidigare utförda studier som påpekar problematiken med singulärt fokus på tekniken inom CRM är syftet att undersöka hur svenska försäkringsbolagstrategiskt arbetar med implementering av artificiell intelligens och CRM. Vi har även som förhoppning att skapa en bredare förståelse kring möjligheter och eventuell problematik med artificiell intelligens, CRM och vilka olika mätinstrument som användsför att se om det är en lönsam investering. Baserat på problemdiskussionen kom vi fram till följande frågeställning: Hur arbetar försäkringsbolag i Sverige idag med CRM-system och artificiell intelligensför att skapa kundlojalitet? Den teoretiska referensramen utgörs av sex huvudsakliga teman; Business to Customer,Customer Relationship Management, Artificiell Intelligens, CRM som strategi, Lojalitet och Mätning. Dessa teman sammanfattas sedan med hjälp av en egen syntes inspirerad av Rust & Chungs (2006, s. 562) artikel “Marketing Models of Service and Relationship”. Vi har med en kvalitativ ansats intervjuat sex personer från tre olika försäkringsbolag. Försäkringsbolagen skiljer sig i storlek och har olika syn på både CRM och artificiell intelligens. Vi redogör senare i analysen hur artificiell intelligens och CRM används av försäkringsbolag på den svenska marknaden. I det avseendet ger vi läsare olika exempel på hur artificiell intelligens och CRM kan vara värdeskapande till både företag och kunder. Efter samtliga intervjuer och analys upptäcktes olika gemensamma nämnare hos deundersökta företagen vad gäller både artificiell intelligens och CRM.Implementeringsgraden av artificiell intelligens berodde till stor del på företagensmålkunder, eller mer specifikt på åldern hos målkunderna. Vi identifierade att försäkringsbolagen har arbetat olika länge med både CRM och artificiell intelligens, men är positiva till att båda verktygen kan ge både interna och externa möjligheter. Trots detta skiljer sig användningsgraden av verktygen mellan de undersökta försäkringsbolagen. Ett AI-integrerat CRM-system tillåter nya avenyer att utforskas som tidigare inte varit synonyma med försäkringar och kan således förändra relationen vi har till våra försäkringsbolag.

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ABSTRACT  Title: Customers perception of Artificial Intelligence as Chatbots in CRM  Subject: Bachelor thesis in business administration, 15 hp  Authors: Hanna Trägårdh & Elsa Kuylenstierna  Supervisor: Klaus Solberg Söilen  Examiner: Ulf Aagerup  Keywords: Artificial intelligence, Chatbots, Customer Relationship Management, Generation Z, Generation Y  Purpose: The purpose of this study is to determine the perception Swedish customers from Gen Z and Gen Y have of companies using chatbots in customer relationship management. Furthermore the study will analyze if the different generational groups perceive chatbots in different ways. The study also focuses on finding out what role chatbots play in terms of CRM.  Methodology: In this study a deductive research approach was used where the empirical study was collected through a survey. The survey had 212 respondents, 100 of them were between 15 and 25 years old and 112 were between 26 and 44 years old.  Conclusion: Gen Z and Gen Y have similar opinions about how they perceive chatbots. Both Gen Z and Gen Y prefer communicating with a human since chatbots are not living up to their expectations. However, they are optimistic that chatbots have the potential to improve customer services to the better. Companies need to make sure that chatbots create value for customers and not only for companies themselves. Chatbots need to keep developing and make progress to be beneficial for customers to use.  Implications: This study can contribute with new perspectives about chatbots and customer relationships that can be a big advantage for companies when implementing chatbots for their business. The study brings attention to the unexplored issue of Gen Z and Gen Y’s perception in this matter. This study can also be helpful for further research within the subject area.

The term “isolated find” has frequently been taken as a disposable artifact category in cultural resource management (CRM). Efforts were made to empirically demonstrate the fallacy of this concept and its use, using modified field sampling strategies, the inclusion of fine screen artifact analysis, and statistical analyses. Six sites containing prehistoric occupations on Camp McCain National Guard base in Grenada County, Mississippi were reinvestigated using these methods; their datasets were expanded in terms of site size, density, function, and temporal association, which may change their eligibility status for the National Register of Historic Places (NRHP). Fieldwork and classification based solutions are offered to account for biases introduced by current standard methods of sampling and site delineation during Phase I archaeological survey.

This  research  emphasizes  the role  of  social  media  in  customer  acquisition  retention.Furthermore, it investigates insights that have the potential to benefit tech startups inshaping  their  strategies  and  effectively  allocating  resources  to  achieve  consistentcommunication with their customer base. The field of research is particularly relevant dueto the research gap present in the literature that does not investigate how technologystartups should approach the initial acquisition and retention of the user base, consideringthe limited resources available to these newborn organizations. The research providesinsights into customers' perceptions of brands and companies on social media platforms.It offers intuitions on how to enhance customer trust through these platforms and whichare the preferred way of interaction between customers and companies both on and offsocial media.The study was performed using qualitative and quantitative primary data with the purposeof gaining a deep understanding of the research topic. However, the focus has been puton the quantitative data aiming to create objective and generalizable  results, seekingunbiased findings.The  results  of  the research  showed  how important it  is  to  have  an  effective CRM(Customer Relationship  Management) system as well as  being able to identify  theaudience, understanding, therefore, the communication method that best fit the chosentarget, with the aim of interacting with them in the expected and preferred way, beingthus one step closer on achieving customer retention and acquisition.

This study is about Customer Relationship Management (CRM) and implementation of CRM systems. The study aims to identify and investigate which challenges are experienced during CRM implementation at a newspaper group and how those challenges have been handled. Through a case study at the newspaper group, the investigation has had an inductive and exploratory approach where the focus has been to achieve a deeper understanding of the implementation as well as the challenges experienced and managed. The data collection was carried out in the form of semi-structured interviews with managers, support staff and salespeople at the group. Through a thematization of the empirical findings, five different themes have been identified. These consist of resistance to change, the changed sales role, training and support, system limitations and the user perspective. These themes have then been analyzed and the challenges that have been experienced and how these have been handled emerge. The study found that various types of challenges emerged based on the identified themes, which further impacted different roles within the group. The results of the study indicate that some challenges were successfully addressed, while others were not. / Denna studie handlar om Customer Relationship Management (CRM) och implementering av CRM-system. Studien syftar till att identifiera och undersöka vilka utmaningar som upplevs vid CRM-implementering hos en tidningskoncern samt hur de utmaningarna har hanterats. Undersökningen har genom en fallstudie hos koncernen haft ett induktivt och explorativt tillvägagångssätt där fokus har varit att uppnå en djup förståelse för implementeringen samt de utmaningar som upplevts och hanterats. Datainsamlingen genomfördes i form av åtta semi-strukturerade intervjuer med chefer, supportmedarbetare och säljare vid koncernen. Genom en tematisering av den insamlade empirin har fem olika teman identifierats. Dessa utgörs av förändringsmotstånd, den förändrade säljarrollen, utbildning och support, systembegränsningar samt användarperspektivet. Dessa teman har sedan analyserats och där framkommer de utmaningar som har upplevts samt hur dessa har hanterats. I studien framkommer det att flera olika typer av utmaningar uppstått utifrån de teman som har identifierats som vidare påverkar olika roller inom koncernen. Resultatet av studien visar att vissa utmaningar har hanterats medan andra inte har det.

Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society & Engineering, Mälardalen University Authors: Belinda Sundqvist         Jerar Ohanisian                 Shaafi Osman Ali                        00/09/08                        97/09/03                               99/02/05 Title: Utilization & impact of AI in digital marketing Examinator: Magnus Linderström  Supervisor: Stylianos Papaioannou Keywords: Artificial intelligence (AI), Digital marketing, Search engine optimization (SEO), Customer relationship management (CRM), Gathered data, Ethics, Effectiveness, Regulation Research question: How do businesses utilize AI and how does it impact digital marketing? Purpose: The purpose of this study is to examine how organizations use artificial intelligence (AI) technology in their digital marketing, and how this affects their efforts to communicate digitally. This in conjunction with any repercussions regarding ethical and legal concerns, that may occur through the utilization of AI. Method: Qualitative method  Conclusion: AI tools, especially text generators like ChatGPT, are being widely used in digital marketing, especially by small to medium-sized enterprises (SMEs). Larger businesses consider ethical and legal aspects like GDPR in AI implementation. The utilization and choice of AI tools depend on a business's needs and resources. While AI helps improve margins, reduce costs, and enhance quality, it also includes challenges like potential skill gaps. Business size matters: large businesses can invest more but struggle with implementation, whereas SMEs adapt quicker and can achieve growth through AI. The study confirms AI's profitability in business, specifically in digital marketing.

Background: Chatbots have developed from simple algorithmic tools to advanced systems that automate and personalise B2B customer interactions, therefore improving CRM through the efficiency of service and customer satisfaction. Purpose: The purpose of this thesis is to explore the potential of chatbots as a solution to address the challenges faced by B2B customer service in today's business environment. Method: This chapter explains the utilisation of semi-structured interviews in relation to discovering challenges and later on the possible chatbot solutions for B2B customer service. It includes details on the selection of participants, data collection, and methods for data analysis. Findings: The study explores challenges and strategies in B2B customer service, where high inquiry volumes, after-hours contact, and the need for more staff are prominent issues. Factors for quality service include time, staff training, and efficient communication channels. Trust and consistency are upheld through internal communication tools and CRM technology. The participants commented on the need for quick responses and discussed the future use of technologies like chatbots. Conclusion: This thesis focuses on how chatbots can enhance B2B customer service through efficient handling of high-volume inquiries, ensuring GDPR compliance, and balancing automated responses with personalised engagement. These capabilities further service responsiveness and personalization, leading to increasing customer satisfaction and loyalty in B2B environments.