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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
21

Customer relationship and its influence on customer loyalty at Liberty Life in South Africa

Du Plessis, Leon 11 October 2011 (has links)
M.Com. / South Africa exists, that focuses on Customer Relationship Management and Customer Loyalty. The study investigates Customer Relationship Management and its influence on Customer Loyalty at Liberty Life in South Africa. Over the past twenty years, the importance of the services industries to the world economy has grown. In the South African economy the services sector contributed 71.4% of South Africa’s total GDP in 2006. The world economy is struggling in the aftermath of the global financial crisis. Customers are cancelling their policies as they struggle to survive the down turn in investment and credit markets. Liberty Life experiences persistency problems as customers cancel their policies. Liberty Life is required to focus on its relationship with customers to increase customer loyalty. To establish the influence of trust, commitment, two-way communication and conflict handling on Customer Relationship Management and its influence on Customer Loyalty at Liberty Life in South African, an empirical investigation was conducted. The sample consisted on 254 customers visiting the customer walk-in-centres situated in Johannesburg, Cape Town, Pretoria and Durban. The study indicated that a significant positive relationship exists between trust, commitment and conflict handling, and Customer Relationship Management at Liberty Life. The study further revealed that a significant negative relationship exists between two-way communication and Customer Relationship Management at Liberty Life. In addition, the empirical investigation revealed that there is a significant positive relationship between Customer Relationship Management and Customer Loyalty at Liberty Life in South Africa. The study provided strategies for Liberty Life to improve and maintain its relationships between the organisation and customers if Liberty Life exhibits trustworthy behaviour, shows genuine commitment to service, communicates information to customers efficiently and accurately, thereby also listening to their iii customers and handling potential and manifested conflicts skilfully. This will ultimately, contributes to Customer Loyalty, which will ensure economic prosperity for Liberty Life.
22

A framework for managing repeat purchasing of high involvement consumable industrial products

Kersandt, Rolf 12 February 2014 (has links)
D.Comm. (Marketing Management) / Repeat purchasing of newly developed products is critical for new product success and customer profit maximisation. Yet this topic has received little or no attention from the literature. Today, as profitability is being challenged from global competition, marketers of consumable industrial products (MRO) have to understand better than ever before how to effectively and efficiently manage repeat purchasing to achieve their profit maximising objectives. The study investigates industrial consumable repeat purchasing from a high involvement purchasing perspective and identifies four purchasing constructs and their variables whichimpact customer purchasing decision making. These constructs relate to pre-trial purchase, trial purchase, first repeat purchase and long term repeat purchase decision making dimensions, each containing purchase decision making factors which the marketer is able to influence. The findings reveal that customers decide which vendor to select for a trial- purchase, heavily influenced by the transactional value offered and the customer's perceived probability of transactional value satisfaction with the offer. Retaining the vendor for a first repeat purchase requires confirmation of the perceived pre purchase satisfaction likelihood with the evaluation of the purchase and consumption experience. To be retained for continued repeat purchasing and profitability maximisation over the long term, requires marketing strategies that are based on the customer's repeat purchase orientation and the firm's ability to meet the customer's rising value expectations. Such orientation consists of either transactional or relational repeat purchasing. In the transactional case, vendor preference has to be maintained from a perspective of superior transactional value and transactional value .satisfaction whereas in the relational repeat purchasing case, vendor preference requires in addition.. vendor loyalty and buyer-seller relationships for retention. The empirical study verifies these findings which lead to a repeat purchasing framework and a predictor for measuring vendor retention. As vendor retention reflects a customer's attitudinal intent towards the product/vendor entity, marketers are advised to develop favourable customer attitudes before, during and after a purchase. By implementing customer relationship management (CRM), customer value, satisfaction, loyalty and value laden buyer-seller relationships can be created to achieve sustainable repeat purchasing and enhanced stakeholdervalue
23

Customer relations management in SMMEs: an integrated approach

Sandekela, Lindela Prince January 2008 (has links)
The research study was conducted to cover the Buffalo City Municipality (BCM) retail industry with direct emphasis on the supermarket industry. The research problem is as a result of the retail businesses in the BCM that continue to consider that if they have large data warehouses with masses of customer information, they have all what it takes to run a profitable business. Their failure to understand the organizational implications of moving towards a customer-centric approach often results in high costs from bad customer service and handling of customer complaints. The main problem was stated and sub-problems introduced from the main problem to address them by way of qualitative and quantitative research. Related literature was reviewed on Redefining the Customer, Customer Satisfaction and Customer Relationship Management and a Customer Management Model was proposed. During empirical survey, a questionnaire based on literature reviewed was designed for the survey. A pilot study was conducted to identify and rectify problems and shortcomings relating to the questionnaire. The pilot study indicated that the data likely to be collected will address the main and sub-problems of the research. A total of thirty five questionnaires which contained closed-ended and open-ended questions were distributed to the population sample as selected. Results of the study were critically analysed and interpreted quantitatively and qualitatively by means of tables and discussion for the development of an Integrated Model for managing customers. The analysis of the study which was based on the literature reviewed and the findings from the empirical survey were concluded to present a solution to the problem. In view of the shortcomings identified by the literature review and integration thereof with the results of the empirical study, an Integrated Customer Management Model was developed.
24

Towards a better understanding of customer lifetime value and over indebtedness

Juma, Chisava January 2014 (has links)
Companies around the world have collected enormous amounts of data at the customer level, and are using different methodologies to understand their customers’ behaviour. However these different methodologies have not been effective in leveraging customer information. In this study, by computing Customer Lifetime Value (CLV) scores for individual customers of a banking organisation, two segments namely high CLV and low CLV are mined. The level of indebtedness among customers in this study is identified based on the two segments mentioned above. Also in this study, a critical analysis of the literature on the association of CLV and Over-indebtedness is provided. The results indicate that the low CLV customers are less likely to end up over-indebted. This finding negates the common viewpoint that low CLV and over-indebtedness variables are associated. A quantitative research design was chosen above a qualitative research design for this study. CLV scores for individual customers are calculated using Hwang (2004) model and a Chi-squared test is used for the hypothesis testing of the research propositions. Based on the findings and conclusions drawn from this study, several recommendations and further future research are made. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted
25

Managing customer for value in catering industry (fast food) in Hong Kong.

January 2003 (has links)
by Tam Wing-Yi, Yung Nga-Lai Anna. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2003. / Includes bibliographical references (leaves 88-90). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF CHARTS --- p.v / LIST OF FIGURES --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- THE BUSINESS ENVIRONMENT OF CATERING INDUSTRY --- p.3 / Demographic Environment --- p.4 / Economic Environment --- p.5 / Social-cultural Environment --- p.7 / Chapter III. --- THE INDUSTRY ENVIRONMENT OF CATERING MARKET IN HONG KONG --- p.8 / Rivalry among Competing Firms in Industry --- p.9 / Cafe de Coral --- p.9 / Fairwood Holdings --- p.10 / Maxim's Group --- p.11 / Local small individual fast food restaurants --- p.11 / McDonald's --- p.12 / Kentucky Fried Chicken --- p.13 / Delifrance --- p.13 / Threats of New entrance --- p.14 / Bargaining Power of Customers --- p.14 / Threats of Substitutes --- p.16 / Influence of Stakeholder --- p.17 / Comments from nutrition specialists --- p.18 / Government regulations --- p.18 / Environmentalists --- p.19 / Bargaining Power of Suppliers --- p.20 / Summary of the analysis on Industry Environment --- p.21 / Chapter IV. --- THE EXISTING CUSTOMER RELATIONSHIP MANAGMENT IN FAST FOOD INDUSTRY --- p.23 / The current role of CRM in fast food industry in Hong Kong --- p.24 / Chapter V. --- CUSTOMER SURVEY --- p.27 / Positioning of fast food restaurants ranked by customers --- p.28 / Customers' consumption behaviours --- p.29 / Number of visits --- p.30 / Factors influencing the choice --- p.30 / Factors creating negative experience --- p.37 / Summary of results --- p.40 / Chapter VI. --- RECOMMENDATION ON IMPLEMENTING CRM IN FAST FOOD INDUSTRY --- p.41 / Consideration of Implementing CRM --- p.41 / Define the objective --- p.43 / Define the customer --- p.44 / Design of the CRM business model in the business operation --- p.45 / Implementation and Training --- p.47 / Data collecting from customers --- p.48 / Data Analysis for Branch Control --- p.50 / Data Transfer to Suppliers --- p.51 / Data Flow to Financials and Accounting --- p.51 / Data used by Sales and Marketing --- p.52 / Data Analysis for Procurement and Inventory Control --- p.52 / Staff Arrangement --- p.53 / "Measure Results, Maintain and Operate " --- p.53 / Chapter VII. --- THE IMPORTANCE OF CRM TO THE FAST FOOD INDUSTRY --- p.55 / Winning in the Competition --- p.56 / Easy to define target customers --- p.58 / Retain Loyal Customers and Attract New Customers --- p.59 / Improve Customer Service --- p.60 / Improved marketing and cross-selling effectiveness --- p.60 / Improve brand / corporate image --- p.61 / Utilization of resources --- p.62 / Coordination with external parties --- p.63 / Facilitate of internal operation --- p.63 / Chapter VIII. --- THE REASON FOR LOW USAGE OF CRM IN THE INDUSTRY --- p.65 / Chapter IX. --- CONCLUSION --- p.68 / APPENDIXES --- p.69 / Appendix 1 Exhibit 1 : The statistics of restaurant receipts & purchase for 2Q 2002 --- p.69 / Appendix 2 Exhibit 2: The movement of total restaurant receipts 2Q 2002 --- p.69 / Appendix 3 Exhibit 3: The GDP of Hong Kong from (2001 -2002) --- p.70 / Appendix 4 Exhibit 4: The Employment distribution --- p.70 / Appendix 5 Exhibit 5: The population structure in year 2001 --- p.70 / Appendix 6 Exhibit 6: The 5-Year Financial Summary of Cafe De Coral --- p.71 / Appendix 7 The English and Chinese version of the questionnaire --- p.73 / Appendix 8 Results of the survey: Part 1 --- p.79 / Appendix 9 Results of the survey: Part II --- p.80 / Appendix 10 Results of the survey: Part III --- p.85 / Appendix 11 Results of the survey: Implication --- p.87 / BIBLIOGRAPHY --- p.88
26

Feasibility study of a customer relationship management system in a traditional German mid size trading company

Luhnen, Lennart 12 1900 (has links)
Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: This research report, "Feasibility study of a customer relationship management system in a traditional German mid size trading company", presents both a theoretical and practical overview of customer relationship management. The research methodologies used are described in the introductory chapter. The theoretical part of the report covers relevant customer relationship management theory, and defines and explains the principles of customer relationship management, including the objectives and the strategic intention ofthis approach. Furthermore, the building blocks of customer relationship management systems are explained in detail. In the latter part of the section on theory, managerial aspects like effectiveness, efficiency and the measurability of success with customer relationship systems are discussed. The theory part of this research project concludes with a chapter on the success factors of customer relationship management, describing important aspects of the integration of such a system. The practical part of this research project was conducted in co-operation with the chemical company Lehmann & Voss & Co in Hamburg, Germany. The company was able to provide a division that is interested in the management approach to customer relationship management. They were interested in establishing whether this management approach could be used to their advantage in business. The cooperation with this particular division is regarded as a pilotproject for customer relationship management by the company management. The practical part of this research report begins with general information about the company. Corporate culture, as well as the different aspects of the business, is described. This is followed by information about the division involved in this research project. Business processes, customer base and business performance are covered. In addition, a requirement profile for the division's customer relationship management has been created. This requirement profile is followed by a discussion of the systemic environment in which the company operates. Finally, a conclusion with recommendations for the company situation concerning customer relationship management has been established. / AFRIKAANSE OPSOMMING: Hierdie navorsing verslag met die titel "Feasibility study of a customer relationship management system in a traditional German mid size trading company" dek die teoretiese en praktiese deel ten opsigte van kliëntverhoudingsbestuur. Die navorsingsmetodiek word beskryf in die hoofstuk "Research Methodology". Die teoretiese deel dek die teorie van kliëntverhoudingsbestuur ten opsigte van alle belangrike aspekte van hierdie spesifieke bestuursbenadering. Dit verduidelik die definisie en die beginsels van kliëntverhoudingsbestuur insluitend die objektiewe en strategiese doel van die benadering. Verder meer, word die boublokke van 'n kliëntverhoudingsbestuurstelsel breedvoerig bespreek. In die laasgenoemde deel word die teoretiese bestuursaspekte, soos byvoorbeeld effektiewiteit, doeltreffenheid, en vergelyking van sukses met die kliëntverhoudingsbestuurstelsel bespreek. Die teoretiese deel van hierdie navorsingsprojek eindig met 'n hoofstuk oor die suksesfaktore van kliëntverhoudingsbestuur. Dit is 'n beskrywing van kritiese belangrike aspekte van die integrasie van so 'n stelsel. Die praktiese deel van hierdie navorsingsprojek is vasgestel in samewerking met die chemiese firma Lehmann & Voss & Co in Hamburg, Duitsland. Die firma was in staat om 'n afdeling wat belang het in bestuurs- en kliëntebenadering, beskikbaar te stel. Die belangrikheid is om die vraag te beantwoord of hierdie bestuursbenadering tot voordeel van die firma gebruik kan word. Die samewerking met hierdie besondere afdeling word beskou as 'n proef-projek vir kliëntverhoudingsbestuur . Die praktiese deel begin met algemene inligting ten opsigte van die firma. Korporatiewe kulture, sowel as verskeie aspekte van die besigheid, word beskryf. Die algemene inligting omtrent die firma word gevolg met inligting omtrent die betrokke afdeling wat saamwerk. Besigheidsprosedures, kliëntbasisse en besigheidsprosedure is gedek. Verder meer, is ook 'n studie uitgevoer om 'n behoefteprofiel op te stel vir kliëntverhoudingsbestuur in die spesifieke afdeling van die firma. Die profiel word opgevolg met 'n bespreking van die sistimatiese omgewing waarin die firm bedryf word. Ten slotte is 'n konklusie bereik met voorstelle vir die firma se spesifieke situasie ten opsigte van kliënteverhoudings.
27

A systemic perspective of a customer relationship management solution for business

Bosse, Sebastian 03 1900 (has links)
Thesis (PhD (Business Management))--University of Stellenbosch, 2010. / Customer Relationship Management (CRM) is not a new topic, but the advent of technology based CRM solutions has enabled companies to deal better on an individual level and more efficiently with their large customer base. Seeing the benefits of this competitive advantage many companies have implemented a CRM solution but with the result that many of them have failed to be successful. The problem is that these companies often do not know why they were not successful and other companies will make the same mistakes if these failures are not recognized. There is a great deal of literature and research analysing this phenomenon but they all focus mainly on detailed CRM issues and how they could be performed better. They do not take into account that CRM is a complex topic and that many reasons for failure interact with each other. Based on the need of many companies to implement CRM, the goal of this research is to provide a CRM insight perspective and a strategy to implement CRM more successfully. In contrast to existing CRM research, this study investigates twenty-one reasons for CRM failure in three knowledge areas and explains why each one could threaten the success of a CRM implementation. The first area determines the danger of every risk based on the likelihood of appearance and its potential to fail the complete CRM solution. The second area identifies when these risks are most likely to appear for the first time during a CRM project life cycle. The third area examines all relationships between the twenty-one CRM risks and how they influence each other. It is concluded that every CRM implementation approach will fail to be successful when problems are only addressed once they become visible. It is not possible to solve every CRM problem at the moment it appears. Many issues during the implementation of CRM have to be met before they become a problem because they influence each other and lead to barriers that could result in a complete CRM failure. Based on this perception and the research findings, which included 106 of the top 500 companies worldwide, this study develops a CRM strategy framework including a systemic CRM perspective for businesses.
28

Leveraging customer relationship management through a knowledge creation process

Quass, Eugene 12 1900 (has links)
Thesis (MComm)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: It is generally accepted that profitable relationships with customers are increasingly important in determining the long-term success of the modem enterprise. Customer relationship management (CRM) is widely considered as an appropriate methodology for building strong and mutually beneficial relationships with customers and, therefore, the study established the definition and scope of CRM. Customer knowledge could be considered a cornerstone of any CRM strategy and the ability of the enterprise to create and leverage customer knowledge is viewed as a source of competitive advantage. The study aimed at establishing clarity on the methodologies and approaches to the organizational knowledge creation process. Finally, the integration of knowledge creation and leverage processes into the CRM strategy was considered. Scrutiny of the available literature revealed a comprehensive description of the concept of CRM. The various models of CRM presented in the study clearly illustrated the different focus areas and components of CRM. The most prominent characteristics of a CRM strategy were found to be an emphasis on strategy, the networking of key stakeholders, customer intimacy and the use of appropriate technology. The approaches to the creation of organizational knowledge were analysed and it was found that the conversion between tacit and explicit knowledge is key to the creation of organizational knowledge. The generally accepted principles for the leverage of knowledge were adapted for possible incorporation into a CRM strategy. The salient conclusion of this study was that a knowledge creation process could be used to build the enterprise's stock of customer knowledge. It was found that the principles of knowledge leverage could be applied to the customer knowledge base in order to build lasting and profitable customer relationships. Recommendations were offered for the improved leverage of a CRM strategy through the integration of knowledge creation, knowledge leverage and CRM methodologies and principles. Finally, suggestions were made for further academic research on the anatomy and implementation of CRM. / AFRIKAANSE OPSOMMING: Dit word algemeen aanvaar dat kliente verhoudingsbestuur 'n toenemende rol sal speel in die lang termyn sukses van die moderne onderneming. Kliente verhoudingsbestuur word wyd erken as 'n gepasde metodologie om sterk en wedersyds voordelige verhoudinge met kliente te bewerkstellig. Die studie het ten doel gehad om die definisie en omvang van kliente verhoudingsbestuur te bepaal. Kliente kennis is 'n hoeksteen van enige kliente verhoudingsbestuur strategie en die onderneming se vermoeë om kliente kennis te skep en te benut word gesien as 'n bron van kompeterende voordeel. Die studie het gepoog om duidelikheid te verkry oor die metodologieë en benaderings wat gevolg kan word in die ondernemingskennis skeppingsproses. Ten slotte is die oorvleueling tussen die kennis skeppingsproses en die kliente verhoudingsbestuur strategie ondersoek. Gebasseer op die studie van die relevante literatuur is 'n omvattende definisie van kliente verhoudingsbetuur blootgelê. Die onderskeie modelle van kliente verhoudingsbestuur wat ondersoek is in die studie, het die fokus en verskeie komponente van kliente verhoudingsbestuur uitgelig. Die mees prominente karakter eienskappe van die kliente verhoudingsbestuur strategie is aangedui as die fokus op ondernemings strategie, netwerke van belangegroepe, kliente intimiteit en die gebruik van toepaslike inligtingstegnologie. 'n Analise van die benaderings tot kenniskepping in die onderneming het uitgelig dat die oorgang van ontasbare kennis na tasbare kennis die kern uitmaak van ondernemingskennis skepping. Die algemeen aanvaarde beginsels tot die benutting van kennis is daarna aangepas vir die moontlike gebruik in die kliente verhoudingsbestuur strategie. Die belangrikste gevolgtrekking van hierdie studie was dat 'n kennis skeppingsproses gebruik kan word om die onderneming se kliente kennis uit te brei. Daar is ook gevind dat die beginsels van kennis benutting toegepas kan word op bestaande kliente kennis ten einde langtermyn winsgewende verhoudings met kliente te bewerkstellig. Aanbevelings is gemaak vir die verbeterde benutting van die kliente verhoudingsbestuur strategie deur middel van die integrasie van kennis skepping, kennis benutting en kliente verhoudingsbestuur metodologieë en -beginsels. Ten slotte is voorstelle gemaak vir verdere akademiese studies aangaande die struktuur en implementering van kliente vehoudingsbestuur.
29

A socio-technical approach to customer relationship management (CRM) systems

Steyn, Helena 03 1900 (has links)
Thesis (MBA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: The networked economy has resulted in the customer having an unprecedented choice and control over how he/she chooses to do business and with whom. In addition, the ever-increasing commoditisation of products and services has forced businesses to re-evaluate their sources of sustainable competitive advantage. The ability to differentiate an organisation from others has therefore become a major business advantage. Customer Relationship Management (CRM) is considered the most significant and only remaining differentiator. Given this importance, it is of concern that high failure rates of up to 70% have been recorded with regard to CRM systems implementations. Findings from literature confirm that lack of or insufficient attention to both technical and social aspects contribute to failed implementations. A hypothesis has therefore been formulated that a lack of and/or insufficient attention to a socio-technical approach to CRM-systems is a major contributor to the high failure rate of implemented CRM-systems. The hypothesis was tested based on identifying the social and technical aspects from literature that must be addressed to ensure successful implementation and was utilised as a basis for conducting empirical research to ascertain to what extent these aspects have contributed (or not) to successful implementations. The empirical research entailed circulation of a questionnaire to organisations that have already implemented CRM systems for B2C purposes and are wholly situated in the Western Cape or have a head office in the Western Cape. Due to the limited responses received, it must be noted that the research results are not necessarily representative of the sample in general or the population as a whole. The research did however indicate some important trends. CRM systems have only been implemented in a relatively small number of organisations and are particularly prevalent in industries such as Life Insurance, Financial Services and Retail. This is considered to be directly linked to the cost and complexity of implementing these systems. Based on the responses received, it can be concluded that the nine organisations that responded generally followed a socio· technical approach to their CRM systems implementations and in most instances respondents rated their implementations fully successful. This is contrary to the high failure rates described in literature and CQuid in part be due to the fact that organisations with failed implementations may have opted not to complete questionnaires in this regard. Inconsistencies between the recorded successful implementations relating to, inter alia, certain aspects being addressed by some and not by others or being addressed during as opposed to prior to implementation warrant further research to establish the interrelatedness of the various aspects with one another and the extent to which certain aspects may carry more weight than others in ensuring success. It is recommended that further research be done regarding a socio-technical approach to CRM-systems implementation with a view to obtaining a representative sample and conclusive evidence as to whether this approach does contribute to success or not within South Africa. The research should also focus on the impact that addressing the various social and technical issues during implementation, as opposed to prior to implementation, has on the success of the implementation. This exploratory research can be utilised as a basis for further in-depth research regarding the impact of various social and technical issues on successful implementations. In addition it can be utilised as a guideline or roadmap for implementation by organisations intending to implement CRM-systems or to assist organisations in addressing problems occurring as a result of fa iled CRM systems implementation. / AFRIKAANSE OPSOMMING: Die netwerk ekonomie het tot gevolg dat die klient 'n ongeewenaarde keuse en beheer het oor hoe en met wie hy/sy besigheid wil doen. Daarbenewens word besighede gedwing om, as gevolg van die toenemende gebruikersgerief van produkte en dienste, hulle bronne van volhoubare kompeterende voordeel te herevalueer. Die vermoe om 'n organisasie van 'n ander te kan onderskei het dus 'n belangrike besigheidsvoordeel geword. Klienteverhoudingsbestuur (CRM) word beskou as die belangrikste en enigste oorblywende onderskeidingsfaktor. Gegewe die belangrikheid daarvan is dit kommerwekkend dat hoë mislukkingssyfers van tot 70% aangeteken is met betrekking tot CRM stelsel implementerings. Bevindings uit die literatuur bevestig dat gebrek aan/of onvoldoende aandag aan beide tegniese en sosiale faktore bygedra het tot mislukte implementerings. 'n Hipotese is dus geformuleer dat 'n gebrek aan/of onvoldoende aandag aan 'n sosiotegniese benadering tot CRM-stelsels 'n belangrike bydraende faktor is tot die hoë mislukkingssyfer van CRM stelsel implementerings. Hierdie hipotese is getoets deur die sosiale en tegniese aspekte uit die literatuur te identifiseer wat aangespreek moet word om suksesvolle implementering te verseker en dit is as basis gebruik vir die empiriese navorsing ten einde vas te stel tot watter mate hierdie aspekte bygedra het (of nie) tot suksesvolle implementering. Die empiriese navorsing het die uitstuur van 'n vraelys behels na organisasies wat reeds CRM stelsels geimplementeer het vir besigheid tot klient (B2C) doeleindes en wat in die Wes-Kaap gevestig is of 'n hoofkantoor in die Wes-Kaap het. In die lig van die beperkte terugvoering , moet daarop gelet word dat die navorsingsresultate nie noodwendig as verteenwoordigend van die steekproef of die populasie as geheel beskou kan word nie. Die navorsing het egter 'n paar belangrike tendense uitgewys. CRM stelsels is slegs in 'n relatiewe klein aantal organisasies geimplementeer en spesifiek in industriee soos Finansiele Dienste, Lewensversekering en Kleinhandel. Dit wil blyk dat dit direk gekoppel is aan die koste en kompleksiteit verbonde aan CRM stelsel implementerings. Gegrond op die terugvoering wat ontvang is, kan afgelei word dat die nege organisasies wat gereageer het in die algemeen 'n sosio-tegniese benadering tot CRM stelsel implementerings gevolg het. In die meeste gevalle het respondente hulle implementerings as ten volle suksesvol beoordeel. Dit is in teens telling met die hoe mislukkingssyfer wat in die literatuur beskryf word en kan gedeeltelik daaraan toegeskryf word dat organisasies wie se implementerings nie geslaag het nie, moontlik verkies het om nie die vraelys in hierdie verband te voltooi nie. Teenstrydighede tussen aangetekende suksesvolle implementerings met betrekking tot, onder andere, sekere aspekte deur sommige aangespreek en nie deur ander nie en daarmee tesame of dit aangespreek is tydens of voor implementering, regverdig verdere navorsing om die onderlinge verband tussen die onderskeie aspekte te bepaal, asook die mate waartoe sekere aspekte meer gewig dra as ander om sukses te verseker. Dit word aanbeveel dat verdere navorsing ten opsigte van 'n sosio-tegniese benadering gedoen word met die doel om 'n verteenwoordigende monster en onweerlegbare bewys te vind van hierdie benadering se bydrae tot sukses, aldan nie in Suid-Afrika. Die navorsing behoort ook te fokus op die sukses daarvan met betrekking tot die aanspreek van verskeie sosiale en tegniese aangeleenthede tydens implementering teenoor voor implementering. Hierdie verkennende navorsing kan aangewend word as 'n basis vir verdere in-diepte navorsing oor die mate waartoe die onderskeie sosiale en tegniese aangeleenthede bydra tot suksesvolle implementering. Voorts kan dit ook as 'n riglyn dien vir organisasies wat die implementering van CRM stelsels oorweeg en kan van nut wees om probleme wat ontstaan het as gevolg van mislukte CRM stelsel implementerings aan te spreek.
30

A roadmap to a successful customer relationship transformation

Roux, Anton Louis 12 1900 (has links)
Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The aim of this report was the evaluation of the current theoretical knowledge base and to use that to create and evaluate a technique or method to optimise the decision making processes at play in customer relationship management. The report contains much theory and discussions where attempts are made to address the primary problems that often come in the way of successful transformations. Rather than present empirical evidence in an attempt to prove one thing or the other, the focus is more conceptual in nature, but at the same time it is hoped that conceptual arguments put forth, stimulate lateral thought in this field. Initially the report supplies research on the global practises in use on the different dimensions that are relevant to customer relationship management. These dimensions, and the elements therein, are discussed in some transformation plans, which are then evaluated. By means of a survey under South African companies, the alignment between the national, and the international approaches to customer relationship management are discussed. Finally, an attempt is made to supply the reader with the valuable lessons that have already been learned, accompanied by a proposal on how a successful transformation can be managed. / AFRIKAANSE OPSOMMING: Die doelstelling van hierdie verslag was om die teoretiese kennisbasis wat tot dusver ontwikkel is in oënskou te neem en dan 'n tegniek of metode te ontwikkel en te evalueer om die besluitnemingsproses met betrekking tot die kliëntverhoudingsbestuur transformasie te optimaliseer. Die verslag bevat deurgaans 'n aansienlike hoeveelheid teorie en bespreking waar gepoog word om die primêre probleme wat op die weg van 'n suksesvolle transformasie lê, aan te spreek. Eerder as 'n suiwer empiriese studie wat poog om die een of ander teorie te bewys, is die fokus ietwat meer konseptueel van aard, maar daar word terselftertyd vertrou dat die konseptuele argumente wat aangevoer word, laterale denke sal stimuleer in hierdie veld. Die verslag doen aanvanklike navorsing oor die globale uitkyk op die verskillende dimensies wat op die kliëntverhoudingsbestuur veld van toepassing is. Hierdie dimensies, en die elemente daarin vervat, word dan in 'n paar transformasie planne geplaas en ge-evalueer. Deur middel van 'n ondersoek onder Suid-Afrikaanse maatskappye, word die belyning tussen die nasionale en die internasionale beskouings van kliëntverhoudingsbestuur bespreek. Daar word ten slotte gepoog om die waardevolle lesse wat reeds geleer is aan die leser beskikbaar te stel, tesame met 'n voorstel van hoe 'n suksesvolle transformasie bestuur kan word.

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