Abstract Customer relationship management as a strategic marketing concept has gained tremendous interest among researchers and practitioners in recent times. Within the last two decades a significant number of research works have been carried out on various issues relating to customer relationship management. However, few empirical studies on market orientation and performance have been established in the Ghanaian banking sector. In an effort to contribute to the existing customer relationship management literature, a study of Intercontinental bank Ghana was conducted. A framework of customer relationship management was designed to guide the study. Specifically, this study examines the customer relationship marketing strategies of banks in a developing country like Ghana using Intercontinental bank as a case study. The study employed quantitative research techniques. Semi-structured questionnaire was designed for the study. The findings show that the bank is doing well by maintaining the relationship it initiates with its clients but must work on improving the number of contact time with them as e-CRM provides them with the opportunity to do so. However, a significant finding from the study is the realization that majority of respondents were willing to recommend the bank to others an indication that they were happy with the level of service at the bank. Although significant portion of those who considered the possibility of leaving indicated that they will do so because of delayed transactions. It is in the light of this that the research is said to play a significant role in the banking sector and for the nation as a whole. / P.O.Box 3077, Kaneshie, Accra Ghana. 0233 244184980/0233 271015288

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The aim of this thesis is to propose a model that explains the relationship between customer satisfaction, retention and loyalty based on service quality attributes. The three elements of satisfaction, retention and loyalty towards products represent ongoing challenges for the corporate financial performance. Customer behaviour analysis (known as business intelligence or customer relationship management or customer experience management) has become a major factor in the corporate decision making and strategic planning processes. Prevailing logic dictates that by improving service attributes one should expect better customer satisfaction levels. Consequently, improved satisfaction levels should increase the probability of customer retention and degree of loyalty. Substantial research work has been dedicated to explain the importance of customer behaviour measurement for industry. However, there is little evidence that there has been an overall integrating empirical research that relates the three elements of satisfaction, retention and loyalty with respect to service quality attributes. Empirical data collected from the UK mobile telecommunication for this research shows that such an objective model that is capable of capturing this three dimensional relationship will contribute towards more robust decision making and better strategic planning. The proposed thesis extracts the data about key service attributes from a combination of literature review, surveys, and interviews from the UK mobile telecommunication industry. Responses were analysed using multiple regression, regression analysis with dummy variables, logistic regression, logistic regression with dummy variables and structural equation modelling (SEM) to test variables and their interrelationships. This study makes a step forward and contributes to the body of knowledge as it: (a) highlights the role of service attribute performance towards customer satisfaction, consequently identifies attributes that affect satisfaction and dissatisfaction of customers, (b) maps the relationship between attribute importance and attribute performance, (c) optimise resource allocation process using importance-performance analysis (IPA), (d) classifies customers with respect to the role and length of relationship they have with the company (switching probability), and (e) describes the interrelationship between customer satisfaction, retention and loyalty. The novelty of the research lies in: (a) establishment of a framework that links service attribute performance to customer satisfaction and then to customer future intentions (customer retention and customer loyalty), and (b) provision of a model that could assist key decision makers in prudent usage of resources for maximum profitability. This dissertation presents a novel approach methodology and modelling construct for customer behaviour analysis. For proof of concept it presents a case study in the mobile telecommunication industry. It is worth noting that in this research work Customer Retention is interpreted as probability of switching between service providers. Customer Loyalty is interpreted as referral (word-of-mouth) activity by existing customers.

SammanfattningSociala medier växer som marknadsföringsverktyg och det är enligt forskare ett utmärkt sätt för företag att skapa dialog och bygga relationer med sina kunder. Flera tidigare studier som behandlar sociala medier och dess effekter har genomförts de senaste åren och det finns fortfarande ett stort intresse inom ämnet. Det vi har valt att undersöka är hur företag idag använder sig av sociala medier i sitt marknadsföringsarbete, vi har även valt att jämföra två olika branscher för att utöka kunskapen inom det redan utforskade området. Vi har därför valt att se på modebranschen och teknik- och industribranschen för att utreda om det finns skillnader mellan dessa när det kommer till arbetet med sociala medier. För att undersöka detta så har vi använt oss av kvalitativa intervjuer med fyra företag inom modebranschen och fyra företag inom teknik- och industribranschen. Vi har använt oss av primärkällor och sekundärkällor, där våra primära källor utgörs av våra kvalitativa intervjuer och våra sekundära källor är hämtade ur tryckta källor och elektroniska källor. Resultatet vi fick har lett oss fram till slutsatsen att modebranschen kan dra större nytta av att använda sig av sociala medier då de fyra företag vi intervjuat säljer en produkt, till skillnad från de fyra företag vi intervjuat inom teknik- och industribranschen som är tjänsteföretag. Modebranschen ser sociala medier som en mer naturlig del av marknadsföringen, medan teknik- och industribranschen är mer traditionell och använder sociala medier mer för att utveckla sin relationsmarknadsföring och även som en kundtjänstkanal. Modebranschen arbetar mycket med bloggar, kampanjer och tävlingar medan teknik- och industribranschen arbetar mycket med rekrytering via sociala medier. Båda branscher ser sociala medier som en ökande trend och förstår vikten av att synas i de forum där deras kunder verkar.

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

Firms are interested in identifying customers who generate the highest revenues. Typically, customers are regarded as isolated individuals whose buying behavior depends solely on their own characteristics (e.g., previous purchase behavior, demographics etc.). In a social network setting, however, customer interactions can play an important role in purchase behavior. This thesis develops a generalizable methodology to identify high-value customers in a network. Previous work on social networks has focused most attention on modeling the interaction between individuals and understanding the positions of individuals in a network (e.g., measuring the influence of an individual based on his/her degree of network centrality). Little is known about how network influence directly translates into the benefits to the firm. In this study, the importance of taking into account both an individual characteristics and network effects when measuring customer value is argued. Drawing upon the spatial statistics literature, a spatial autocorrelation model is constructed that explicitly shows how these effects interact in generating firm revenue. This model is applied to a unique user-level dataset from a popular online gaming company in Korea. The data contain information about demographics of individual gamer, interaction between gamers, behavior within the game environment, and revenues generated by each individual. First, we propose a static model studying gamers' revenue in one period. We quantify the relative impact of an individual characteristics and network effects on revenue. The proposed static model shows better forecasts of an individual's value within a network for the firm than the benchmark models. The empirical analysis shows that individuals who are most influential in a network sense are not necessarily individuals who have the highest customer value. Next, we incorporate the spatio-temporal aspects of social influence in a network into the static model. This model is extended to construct the spatial dynamic model to forecast revenue in a social network. Second, we account for the homophily effects by separating the contemporaneous network effects out into the contemporaneous, temporal, and spatio-temporal effects. The proposed spatial dynamic model allows us to quantify an individual value in a network in a long-term perspective. The dynamic model is shown to outperform the static, and the other benchmark models in quantifying an individual value in revenue generation to the firm. Lastly, a dynamic coevolution model to account for homophily is suggested and discussed for future research.

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Encontramos no Brasil uma precisa descrição etnográfica do significado experiencial em possuir uma motocicleta Harley-Davidson em que os consumidores tendem a emular e apreciar a imagem rebelde ao se relacionar com a motocicleta e a marca. As comunidades da referida marca amplificam essa sensação por meio da sociabilidade entre seus membros, que compartilham similares valores, atitudes e comportamentos inerentes ao significado da marca, e em muitos casos, essa forma de organização social e o comportamento são apresentados como diferentes ou opostos à organização social e comportamentos do cotidiano desses mesmos indivíduos. O presente trabalho propõe um framework teórico que confirma a hierarquia dos constructos da marca Harley-Davidson a partir do constructo \"Entusiasta\" pela marca Harley-Davidson, para logo em seguida ao constructo \"Orgulhoso\" para finalmente concluir com o constructo \"Evangélico\" (mediada pelo constructo \"Prazer Tribal\") da marca Harley-Davidson com a moderação negativa do \"Nível Educacional\" dos respondentes. Foram encontrados claros indícios que corroboram com a tese de que existem significantes quantidades de proprietários das motocicletas Harley-Davidson com tendências de serem consumidores evangélicos da marca, apesar de relevantes reservas quanto a atendimento e serviço em pós-venda, qualidade e modernidade do produto, desempenho e o preço de peças. No entanto, todos esses fatores são esquecidos quando avaliamos a relação com a marca, lealdade e, principalmente, quando aferimos que os índices dos atributos comportamentais da marca avaliados pelos indivíduos são sempre significantemente superiores quando comparados aos mesmos índices comportamentais em relação a eles próprios. O presente estudo sugere que possuir uma motocicleta Harley-Davidson, para muitos brasileiros, é uma espécie de \"rito de passagem\" para um mundo onde sua opinião e afirmação podem ser validades pela simples aquisição da marca. / We find in Brazil a precise ethnographic description of the experiential meaning of owning a Harley-Davidson motorcycle in which consumers tend to emulate and appreciate the rebellious image when relating to the motorcycle and the brand. Harley-Davidson brand communities amplify this feeling through sociability among their members, who share similar values, attitudes, and behaviors inherent in the meaning of the brand, and in many cases, this form of social organization and behavior are presented as radically different or opposites to the social organization and behaviors of the daily life of these same individuals. Our work proposes a theoretical framework that confirms the hierarchy of the Harley-Davidson brand constructs from the \"Enthusiast\" by the Harley-Davidson brand, soon after to the construct \"Proud\" to finally conclude with the \"Evangelical\" construct (mediated through the construct \"Tribal Pleasure\") with the negative moderation of the \"Educational Level\" of the respondents. We find clear evidence corroborating with the thesis that there are significant amounts of individuals owning Harley-Davidson motorcycles with acute tendencies to be evangelical consumers of the brand, despite significant reservations about after-sales service, quality and modernity of the product, performance and the price of parts. However, all these factors are neglected when assessing the relationship with the brand, loyalty and especially when we realize that the indices of the behavioral attributes of the brand evaluated by individuals are always significantly higher when compared to the same behavioral indices in relation to themselves. In other words, the study suggests that owning a Harley-Davidson motorcycle for many Brazilians is a kind of \"rite of passage\" for a world where your opinion and assertion may be valid by simply purchasing the brand.