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Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations.   Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.

This study’s aim is to examine how companies integrate their multiple CRM channels to enhance the relationships with the customers. A qualitative method was used and the collection of data was conducted from eleven interviews. The interviews were semi-structured with open-ended questions. The theory is written in three main themes; customer relationship management, channels of communication and multichannel integration. Empirical findings and the analysis also follows these themes. The study is ending with conclusions. What is affecting companies channel selection depends on what message companies want to send, but also whether if it is existing or new potential customers’ that are targeted. The geographical factor also influences the channel selection. Channel decision further depends on the size of the companies, if it is business to business or business to consumer and what kind of product the company is selling. More complex products require more personal interactions. How to successfully implement a multichannel integration strongly depends on the quality of data, an organizational common interpretation of customer relationship management, integration of information from all departments and that the company has an easy, yet powerful system for the accessible data. This study helps to give an understanding of how the multichannel integration is done in a business to business company with complex products. The study can be applied on other companies using a multichannel integration. It can help managers to understand the importance of the multichannel integration, how to succeed and other important factors for a successful multichannel integration. It also contributes to an understanding of the critical factors of the multichannel integration.  A framework with an alternative model of multichannel integration is presented. The study also presented that the process of multichannel integration is of great importance and emphasized by a leading company in the field of customer relationship management. This study therefore has succeeded in giving an easy, more powerful and greater picture of the multichannel integration, which is an important determined factor for building customer relationships. A figure (figure 10) is provided for other companies to use that are business to business with complex products. This study is a case study with a qualitative research approach, the studied company is a business to business company with complex products. The study is made from the company’s perspective. Future research can be conducted by studying multichannel integration from the customers’ perspective instead of the company’s perspective. The study could have been conducted on more than one company to compare the results, or on a business to consumer company instead of a business to business company. Studies on multichannel integration can also be interesting regarding companies that are selling less complicated products. Finally, studies can be conducted regarding the “information overflow” from social media.

[pt] Nos últimos anos, testemunhamos uma explosão do mundo eletrônico - uma explosão que também é uma amostra de como os negócios irão ocorrer no futuro. As cadeias de suprimento estão sendo repensadas, os produtos e serviços reconfigurados e os modelos de negócios revistos. No entanto, enquanto os negócios eletrônicos e a Internet estão virando tudo de cabeça para baixo, um componente básico de negócios permanece constante: o relacionamento entre o fornecedor e o consumidor permanece (e sempre permanecerá) a base de construção para qualquer transação de negócios. Nesse sentido várias organizações vêm adotando estratégias de gerenciamento do relacionamento com o cliente ou Customer Relationship Management - CRM. O presente trabalho investiga os aspectos críticos relacionados à adoção de estratégia de CRM, partindo de uma pesquisa bibliográfica e do exame de casos de empresas nacionais. Este trabalho propõe uma classificação dos aspectos críticos observados segundo o impacto que causam na organização. A proposição apresentada classifica os aspectos críticos segundo os impactos causados nos processos, na tecnologia, na estratégia, na ética e na cultura da organização. / [en] In the last years, we testify an explosion of the electronic world - an explosion that also is a sample of as the businesses will go to occur in the future. The suppliment chains are being rethink, the reviewed products and reconfigured services and business-oriented models. However, while the electronic businesses and the InterNet are turning all upside-down one, a basic component business- oriented remains constant: the relationship between the supplier and the consumer remains (and always it will remain) the foundation for any transaction business- oriented. In this direction some organizations come adopting strategies of management of the relationship with the customer or Customer Relationship Management - CRM. The present work investigates the critical aspects related to the adoption of CRM strategy, leaving of a bibliographical research and the examination of cases of national companies. This work according to considers a classification of the critical aspects observed impact that they cause in the organization. The presented proposal classifies the critical aspects according to impacts caused in the processes, the technology, the strategy, the ethics and the culture of the organization.

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Ciência da Computação. / Made available in DSpace on 2012-10-20T12:54:58Z (GMT). No. of bitstreams: 1 242987.pdf: 446226 bytes, checksum: 17e8d683461945962caec7bf0fb3d694 (MD5) / Este trabalho apresenta a proposta de uma estratégia para a implantação de uma solução de Gerenciamento de Relacionamento com o Cliente (CRM) para empresas de telecomunicações. O foco principal da estratégia consiste na fidelização de clientes, como forma de alcançar um melhor relacionamento desses clientes que utilizam serviços de operadoras de telefonia fixa. O estudo apresenta aspectos do setor de telecomunicações, caracterizando as empresas que atuam na área de telefonia fixa, e identificando os procedimentos adotados atualmente no relacionamento com os clientes. A estratégia proposta considera que deverão ser adotados alguns procedimentos básicos que permitam identificar a existência de problemas nos processos de atendimento. Apresentam-se, ainda, os fundamentos teóricos relacionados com a filosofia de Gerência do Relacionamento com o Cliente (CRM), buscando-se adaptá-los para o setor de telecomunicações. A estratégia contempla a especificação dos procedimentos que devem ser adotados para um melhor aproveitamento dos recursos operacionais e funcionais dentro da infra-estrutura organizacional, bem como a identificação das tecnologias que poderão ser utilizadas como suporte para a implantação dessa solução.

Dissertação (Mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-graduação em Ciência da Computação / Made available in DSpace on 2012-10-19T04:42:48Z (GMT). No. of bitstreams: 1 210597.pdf: 1289715 bytes, checksum: 03ba31f101adfac858d01d545d434789 (MD5) / Este trabalho apresenta modelos comumente propostos para a implantação de uma estratégia de Customer Relationship Management (CRM) nas empresas, bem como explora a problemática para a adoção da filosofia de CRM como solução integradora das principais tecnologias de apoio entre si e destas aos objetivos da empresa e necessidades dos clientes. Uma proposta de CRM baseada na realidade das empresas públicas fornecedoras de serviços de Tecnologia da Informação é descrita, baseada nos oito princípios de

Master of Agribusiness / Department of Agricultural Economics / Jason S. Bergtold / Technical support for products after the sale is commonplace in today’s businesses. Original Equipment Manufacturers (OEMs) provide technical support to their dealer channel for resolution of complex product issues. Technical support staffing levels can vary by product type, product complexity, and production volumes, and case volumes. This research seeks a better understanding of appropriate staffing levels between three product lines for one OEM. The objective of this paper is to develop a model for monthly and weekly average case volumes for the three product lines, based off of historical case volume data. This data is used to predict a product line’s (platform’s) workload based off the month of the year. The output of each platform’s monthly case volume is then used in an optimization model to determine optimal staffing levels for each platform, based off the time of the year. The models developed for each platform use a linear relationship which regresses workload on a set of binary variable for the months of the year. Each of the models developed provided statistically significant coefficients for months which contain the platform’s highest workload. The outputs from these models are used in a mixed integer nonlinear programming optimization model to determine staff level of full time equivalent (FTE) employees at each platform. Each of the three scenarios utilized in this research provide similar trends and staffing levels for each of the three product lines. Results of this research are of interest for the management of technical support staffing.

Master of Science / Department of Journalism and Mass Communications / Xiaochen Zhang / This study examined crisis communication on social media applying relationship management theory. There are few credibility checks on social media platforms, and some say publics no longer believe messages through this type of media (Domonoske, 2016; Ho, 2012). However, many people get news from social media platforms and trust the information they read (Turcotte, York, Irving, Scholl, & Pingree, 2015). Crisis theories suggest strong relationships are less affected by crisis situations, and relationships are heavily based on trust (Broom, Casey, & Ritchey, 1997; Coombs, 2000; Coombs & Holladay, 2006; Ledingham, 2003). Through a survey, this study found a statistically significant positive relationship between perceived organization-public relationship, trust and, credibility in crisis communication on social media within the Millennial and Generation Z groups. These generations are the most active on social media, and this study challenged the claim that they do not believe information online (Richards, 2017; Statista, 2016).

The thesis addresses possibilities of deploying the open source data mining system LISp-Miner in the customer relationship management (CRM), specifically in the area of lead management. This is basically a process of finding information about potential customers, qualifying those customers according to their potential (future value), and turning the selected potential customers to real customers. The data used includes the records concerning the lead management of a major logistic company operating worldwide (the company wanted to stay in anonymity). The data is analysed using the LISp-Miner system which is an academic software developed at the Faculty of Informatics and Statistics at the University of Economics, Prague. The thesis also pays attention to the collaboration with the business experts of the company which provided the data. The principle aim of the thesis is to provide information contributing to the possible change of internal processes of the company. Further aims are to propose directions of the use of the LISp-Miner system when solving a similar data mining task, and propose a simple and understandable way how to present the results. The aims have been achieved by doing the analysis in compliance with the CRISP-DM Methodology. The asset of the thesis is the description of the whole project which includes the analysis of real data using the LISp-Miner system. Further result of the thesis is the description of the lead management domain. Finally, the thesis offers the instructions and recommendations for future similar projects. Section I outlines the LISp-Miner system and its procedures. Section II - A case study describes the process of analysing the data. Two cycles ("iterations") of the analysis were performed. The chapters devoted to the both iterations have been structured according to the phases of the CRISP-DM Methodology. Section III summarises the observations gained during the entire project. Moreover, it gives recommendations and instructions for the application in case a similar project of the data analysis using the LISp-Miner system is designed.