<p>Denna undersökning handlar om hur användandet av CRM-system (Customer Relationship Management) påverkar företag och dess kundrelationer. Forskningen om detta visar att CRM-system kan ge stora fördelar för både kunderna, företaget och relationerna där emellan. Men det finns många delar som påverkar hur mycket ett CRM-system förändrar relationerna mellan företag och deras kunder. Resultatet från denna undersökning kan vara av intresse för företag som går i tankarna att skaffa ett CRM-system eller förnya det som dem redan har. Vilket leder fram till vår problemfråga: Hur påverkar CRM-system företag och dess kundrelationer?</p><p>Syftet med uppsatsen är att beskriva och analysera hur ett CRM-system påverkar företag och dess kundrelationer.</p><p>Undersökningen baseras på en teoriram som ger en inblick i vad relationer är och vilken betydelse kundrelationer har för företag, även behandlas CRM-system och dess effekter på företag. Den insamlade teorin utmynnar i en undersökningsmodell som utgår ifrån ett CRM-system och visar hur det enligt teoriramen kan påverka ett företag och dess kundrelationer. Denna modell används som grund för insamlandet av vårt empiriska underlag.</p><p>Studien inleddes med litteraturstudier som sedan resulterade i en undersökningsmodell. Det utfördes sex intervjuer på fyra företag som använder sig av CRM-system. Därefter utfördes med hjälp av undersökningsmodellen en analysering av intervjusvaren och en sammanställning av resultat och slutsatser.</p><p>I uppsatsen konstateras det att de undersökta företagen inte använder CRM-systemens fulla potential. Utan att en centraliserad databas är en av de viktigaste komponenterna i CRM-system i företags arbete mot bättre kundrelationer. Undersökning utmynnar i en lista över de faktorer vi anser vara av vikt för ett företag som vill veta hur ett CRM-system kan påverka företag och dess kundrelationer. Om ett företag använder sitt CRM-system på rätt sätt kan de både få bättre kundservice, individualiserade tjänster, förbättrad informationshantering och ökad kundlojalitet vilka samtliga bidrar till bättre kundrelationer och ger företag konkurrensfördelar</p> / <p>This research is about how the usage of a CRM-system (Customer Relationship Management) affects companies and its customer relations. Other researches show that CRM-systems can give big advantages for both the customers, companies and the relations in-between. But there are many issues that affect how much a CRM-system change the relations between companies and its customers. The result from this research could be of interest for a company which is thinking about implementing a CRM-system or improve one they already use. Which leads us to our research question: How does CRM-system affect companies and their customer relations?</p><p>The purpose of this thesis is to describe and analyze how a CRM-system affects companies and their customer relations.</p><p>The research is based on a theory framework that gives an insight into what relations are and of what significance customer relations have for a company, also CRM-systems is discussed and their effects on companies. The collected theory concludes with a research model that begins with a CRM-system and shows how it according to the theory framework could affect a company and its customer relations. This model is used as the foundation in the collection of the empirical information.</p><p>The study began with a literature study that resulted in a research model. We performed six interviews at four companies that use CRM-systems. Then with help from the research model we analyzed the answers from the interview and created the result and conclusions.</p><p>In the thesis it’s established that the examined companies don’t use the CRM-systems full potential. A centralized database is one of the most important CRM-system components in a company’s strive for better customer relations. The research concludes with a list of the factors we consider being of weight for a company that wants to know how a CRM-system could affect companies and their customer relations. If a company use its CRM-system in the right way they can get both better customer service, individualized services, improved information management and increased customer loyalty which all contributes to better customer relations and gives companies competitive advantages.</p>

<p>Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty. </p><p>a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.</p>

<p>Dagens företag, vars utbud alltmer karaktäriseras av tjänster, måste lära sig att anpassa sig till denna nya kundorienterade värld. Idag har kunderna stort utbud av varor och tjänster vilket innebär att företagen måste anstränga sig extra hårt för att ha nöjda och lojala kunder. Att ha nöjda kunder innebär inte automatiskt att dessa kunder är lojala. Kundlojalitet är viktigt för att företaget ska fungera på lång sikt. Syftet med uppsatsen är att se vilka slutsatser som kan dras om kundlojaliteten hos Bergslagens Sparbanks privatkunder i relation till hur nöjda de är. Vi vill även se hur vi kan utläsa den sanna kundlojaliteten hos Bergslagens Sparbanks privatkunder. Genom postenkäter och intervjuer sammanvävda med ett teoretiskt efterforskningsarbete har resultaten kommit fram. Ett abduktivt arbetssätt tillsammans med en kombinerad kvantitativ och kvalitativ undersökningsmetod har möjliggjort för författarna att uppnå det utforskande syfte uppsatsen utgått ifrån. Bergslagens Sparbanks privatkunder är i allmänhet nöjda med sin bank. Dock har det framkommit att det finns saker som banken kan förbättra.  Vi har dessutom sett mönster som visar på att det finnas både sann och falsk lojalitet bland bankens privatkunder. Åtskilliga kunder i Bergslagens Sparbank har haft banken sedan lång tid tillbaka, de flesta i elva år eller längre. Många har dessutom uppgett att familjen alltid har haft samma bank vilket innebär att ”traditionen” förts vidare till yngre generationer. Detta är ett tecken som visar på hur kunderna blir lojala. Vi visar att det finns ett samband mellan kunders attityder om Bergslagens Sparbank och deras kundlojalitet.</p> / <p>Today's businesses, whose range of product and services is increasingly being characterized by services, must learn to adapt to this new customer-driven world. Today, customers have wide selection of goods and services which means that companies need to strive extra hard to have satisfied and loyal customers. To have satisfied customers does not automatically mean that these customers are loyal. Customer loyalty is important for the company to work in the long run. The purpose with this research project is to see what conclusions can be drawn on the customer loyalty of Bergslagens Sparbank private customers, in relation to how satisfied they are. We also want to see how we can find the true customer loyalty of Bergslagens Sparbank private customers. By mail questionnaires and interviews interwoven with theoretical research the results have emerged. An abductive reasoning technique used with a combination of quantitative and qualitative methods has enabled the authors to achieve the exploratory purpose of this research project. Bergslagens Sparbank’s private customers are overall satisfied with their bank. However, it has become clear that there are things that the bank can improve. We have also seen the patterns that indicate that there is both true and false loyalty amongst the bank’s private customers. Many of the customers in Bergslagens Sparbank have been with the bank for a long time, most of them for eleven years or longer. Several of them have also stated that the family has always had the same bank, which means that it's a tradition that has passed on to younger generations. This is one of the signs that show how customers are becoming loyal. We show that customer attitudes towards Bergslagens Sparbank are affecting customer loyalty.</p>

<p><strong>Background:</strong> The customer relationship is becoming more important for companies within the Swedish furniture design industry due to competition for market shares. The market is getting more crammed while the interest for furniture design amongst people is increasing, therefore furniture design companies need to find effective ways to attract loyal customers. Research has been made to show the importance of collaboration between companies and this is something that can increase the market share for the involved partners and reach a greater customer base. To maintain these customers it is essential to establish the right communication at the right time. Another area that will most likely increase and that companies can gain by communicating to potential customers is Green thinking. By marketing a company’s environmental work it can develop a stronger relationship with its customers. These areas might have significance in maintaining loyal customers in the future of the furniture design industry.</p><p><strong>Research Question: </strong><em>What challenges does a Swedish furniture design company face when trying to gain or maintain customers?</em></p><p> </p><p><strong>Objective:</strong> The objective with this thesis is to gain a deeper understanding and analyse the<strong> </strong>issues and challenges new or already established Swedish furniture design companies face related to gaining or maintaining their customers. From the emerging responses about the relating areas of marketing and communication, collaboration, the green perspective and the conditions on the Swedish market, we aim to conduct thorough interviews with furniture design companies on the Swedish market. From the complied and analysed answers we intend to connect the challenges to the chosen theories to understand the importance of customer loyalty and the importance of it for companies in this industry.</p><p> </p><p><strong>Method: </strong>In this thesis the research strategy used will be of qualitative nature. The research design will take the form of a comparative study where we will investigate 4 companies and analyse their perspective on the areas that we aim to investigate. Thorough interviews with the chosen companies will be carried out in order to grasp the interviewees’ perspective on the subject rather than our own.</p><p> </p><p><strong>Conclusions:</strong> The findings of our research shows that smaller enterprises might struggle harder than bigger enterprises due to lack of resources. The lack of resources can negatively affect a company’s communication and marketing channels such as their environmental friendly work. Since expensive certificate that proves for eco-friendly products and services could be hard to obtain. The well established companies within this industry do not seem to adapt quickly to modern communication tools such as blogs or other social medias. This can be explained by the company culture and old heritage within the companies. Companies within this industry seem to lack of a clear strategy or well formed plan of how to reach and maintain customers. Therefore companies could benefit by having a clear strategy towards receiving loyal customers since it would clearly give them an advantage in this competitive market according to our findings. There also seem to be a lack of collaboration between companies which could also help companies to gain market shares and reach more customers. The furniture design industry is a competitive market and to endure the market conditions a focus on customer relationship and customer loyalty might be the best solution.</p><p> </p>

The issue of customer loyalty is a main concern for grocery retailers. Retailers need to know how loyal customers are to their grocery stores; if some customers are more loyal than others; and, why that would be so. Is customer loyalty due only to how well a store manages to satisfy its customers, or are consumers inherently loyal to a greater or lesser degree? At the root of this issue is the basic question of what "store loyalty" implies. Although the concept "loyalty" is widely used within marketing, there is no consistent interpretation of the term. Rather, "loyalty" is used for describing related, but different, phenomena, and thus a choice has to be made of which of these phenomena to cover in a specific study. In grocery shopping, households have been shown to use several stores; hence a question of great consequence for retailers is to understand how and why households divide their purchases across stores. To contribute to the understanding of this phenomenon, this thesis focuses on the degree of behavioral loyalty and its causes. The thesis is based on an empirical study of household grocery shopping that uses a purchase diary, a questionnaire, and in-depth interviews as data collection methods. One of the main findings of the research is that the degree of behavioral loyalty is affected by shoppers' evaluations of stores, that is, a factor a store manager can influence, but also by shopper characteristics such as the degree of price orientation and interest in personal contact with store personnel. An extension of the findings from the quantitative part of the study is provided by the in-depth interviews that explore how households manage the entire task of grocery shopping. / Diss. Stockholm : Handelshögsk., 1999

Background: The customer relationship is becoming more important for companies within the Swedish furniture design industry due to competition for market shares. The market is getting more crammed while the interest for furniture design amongst people is increasing, therefore furniture design companies need to find effective ways to attract loyal customers. Research has been made to show the importance of collaboration between companies and this is something that can increase the market share for the involved partners and reach a greater customer base. To maintain these customers it is essential to establish the right communication at the right time. Another area that will most likely increase and that companies can gain by communicating to potential customers is Green thinking. By marketing a company’s environmental work it can develop a stronger relationship with its customers. These areas might have significance in maintaining loyal customers in the future of the furniture design industry. Research Question: What challenges does a Swedish furniture design company face when trying to gain or maintain customers?   Objective: The objective with this thesis is to gain a deeper understanding and analyse the issues and challenges new or already established Swedish furniture design companies face related to gaining or maintaining their customers. From the emerging responses about the relating areas of marketing and communication, collaboration, the green perspective and the conditions on the Swedish market, we aim to conduct thorough interviews with furniture design companies on the Swedish market. From the complied and analysed answers we intend to connect the challenges to the chosen theories to understand the importance of customer loyalty and the importance of it for companies in this industry.   Method: In this thesis the research strategy used will be of qualitative nature. The research design will take the form of a comparative study where we will investigate 4 companies and analyse their perspective on the areas that we aim to investigate. Thorough interviews with the chosen companies will be carried out in order to grasp the interviewees’ perspective on the subject rather than our own.   Conclusions: The findings of our research shows that smaller enterprises might struggle harder than bigger enterprises due to lack of resources. The lack of resources can negatively affect a company’s communication and marketing channels such as their environmental friendly work. Since expensive certificate that proves for eco-friendly products and services could be hard to obtain. The well established companies within this industry do not seem to adapt quickly to modern communication tools such as blogs or other social medias. This can be explained by the company culture and old heritage within the companies. Companies within this industry seem to lack of a clear strategy or well formed plan of how to reach and maintain customers. Therefore companies could benefit by having a clear strategy towards receiving loyal customers since it would clearly give them an advantage in this competitive market according to our findings. There also seem to be a lack of collaboration between companies which could also help companies to gain market shares and reach more customers. The furniture design industry is a competitive market and to endure the market conditions a focus on customer relationship and customer loyalty might be the best solution.

The purpose of this research is to study the influence of different bonding strategies for customer relationship management on customer loyalty in online shopping. In particular, the research is focused on the mediation effect of relationship quality. ¡@¡@More Specifically, this study examines the following issues¡G(1) the relationship between relationship bonding strategies and relationship quality; (2) whether relationship bonding strategies will influence customer loyalty; and (3) the influence of relationship quality on customer loyalty. An online survey received 311 useful responses. The results include (1) social bondings had a positive effect on customer loyalty, but financial and structural bonding had no direct correlation with customer loyalty, (2) with respect to different dimensions of relationship quality, financial and structural bondings had a positive effect on customer satisfaction, trust and commitment. Social bonding had partial correlation with relationship quality; (3) Customer satisfaction, trust and commitment in relationship quality showed positive connection to customer loyalty. The effect of customer satisfaction was weaker than those of trust and commitment; and (4) Relationship quality is a moderator between bonding strategies and customer loyalty. A complete mediating effect has been observed.

Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty. a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.

Over the last couple of years the airline business has gone through some turbulent changes, which has meant that customer loyalty has been affected. It’s no longer certain how or why customers are loyal to an airline, although the companies now use more and more complicated loyalty programs to keep their customers. The purpose of this essay has therefore been to examine what makes customers loyal to a service business, and what is the extent of their loyalty. To be able to answer these questions, a survey about costumers loyalty were accomplished. The results we received show that availability is the most significant issue for customers of SAS, and satisfaction is the minimum requirement for the customer. But to be able to attract loyal customers the airline has to offer them more. / Flygbranschen har de senaste åren gått igenom en hel del turbulenta förändringar, vilket har gjort att kundernas lojalitet till flygbolagen har satts på prov. Det är inte längre självklart hur och varför kunder är lojala till ett flygbolag. Trots det använder sig företagen av mer och mer invecklade lojalitetsprogram för att binda sina kunder. Syftet med denna uppsats har därför varit att undersöka varför och vad som gör kunder lojala till ett tjänsteföretag, samt på vilken nivå deras lojalitet ligger. För att kunna besvara problemet har SAS kunder tillfrågats angående kundlojalitet i en enkätundersökning. Resultatet vi fick fram var att kunderna överlag är mycket lojala där tillgängligheten är den styrande faktorn. Vi har även konstaterat att fenomenet nöjda kunder alltmer har blivit en norm inom flygbranschen. I dagsläget måste därför flygbolagen kunna erbjuda sina kunder något extra för att bibehålla deras lojalitet.

Customer loyalty is an important issue for the success and sustainability of an online business. Moreover, the concept of affiliate marketing online business has become well-known among online shoppers in the past several years. Nevertheless, there is little research investigating customer loyalty towards affiliate marketing websites, especially in China, where this kind of websites are known as ‘cash-back website’. Therefore, this research investigates customer loyalty towards cash-back websites (51fanli.com as the leading cash-back website) in the China market. Based on previous studies and interview, this research applies six factors (cash-back promotion, price comparison service, WOM in social community, quality web design, privacy and security, trust) as core and supplementary services which influence customer perspective in loyalty. This study aims to find out which factors in cash-back websites can influence customer loyalty in the China online market. In this research, questionnaires are sent to cash-back website users to collect quantitative data. A statistical analysis is used to verify the nine hypotheses to analyze the collected data. The result points to five factors in both core and supplementary services that support customer perspective towards loyalty, while only ‘WOM in social community’ has no correlation with Chinese customer perspective towards loyalty. After comparing the results of the two groups of customers, those used 51fanli.com and those who did not use 51fanli.com, the research discover that customers who used 51fanli.com have stronger opinions on ‘privacy and security’ factor. Customer perceived value has significant positive relations to customer satisfaction that may influence customer loyalty. Furthermore, managing the loyalty programme in order to maintain high switching cost is only applicable to customers who have high satisfaction towards the website. Finally, some managerial implications suggested cash-back websites to adapt unique strategies to gain more customers and cautiously use switching cost. Maintaining a good reputation on privacy and security is another key success factor of cash-back websites in China market.