In the last decade, the ever increasing pressure of competition faced by businesses has led to the development of Customer Relationship Management (CRM). In short, CRM is the practice of integrating all aspects of business functions for dealing with customers, with the assistance of technology, and with the intention of boosting company profitability. CRM has been widely promoted as a critical contributor to business survival. However, the high failure rate of CRM projects has also attracted research attention and many factors have been discussed as contributing to the success or failure of CRM implementation. This research argues that CRM is not simply a software package or a computer program. CRM, instead, should be perceived as a strategic issue in order to realize its potential. In addition, this study also argues that CRM implementation is affected by organizational, strategic and cultural factors. In particular, this study was conducted within the context of Chinese small and medium-size enterprises (SMEs), with company size and culture as two major focuses in this study. SMEs were chosen as this segment has been overlooked in CRM study, yet it represents a great potential for growth in CRM adoption. Chinese culture was chosen as most of CRM studies have been conducted within a western cultural background. The Chinese culture has distinctive characteristics different from western culture, and this has strong influences on business operations. A quantitative method was adopted for this study and a mailed survey was used to collect data to examine the relevance of these factors within this context. Research participants were recruited using a systematic sampling technique through a comprehensive Chinese business directory. Results suggest that there are positive associations between a company’s CRM implementation and its practice of organizational, strategic, and cultural issues. In particular, four organizational issues – organizational integration, executive commitment, system readiness, and resource availability; three strategic issues – vision, planning, and customer-centric culture; and one cultural issue – networking, have an impact on a company’s CRM implementation.

To date, limited means of accurately measuring the communal organisational public relationships between an organisation and its various publics have been developed. Researchers and practitioners have acknowledged the need for a more accurate measurement tool. Previous analysis of communal relationships has typically been done in an anecdotal or non-quantifiable way. This study explores a new method of quantifying the relationship between an organisation and its publics and identifies the key themes and components that are important to a successful organisation-public relationship (OPR); this method allows organisations to more accurately measure their OPRs, diagnose their strengths and weaknesses and quantify changes in the relationships over time. In so doing, organisations will be able to improve their relationships with their stakeholders and work more effectively to achieve mutually beneficial goals. The study's findings contribute to defining the components that can be used to develop a tool that can be used by the public relations profession to more accurately reflect the status of communal relationships, and, perhaps more importantly, the changes in the status of the relationships over time. Increased objectivity in reflecting the status of the relationships between an organisation and its publics is likely to enable the profession to elevate its perceived status by providing a better service to organisations and their publics. This, in turn, will allow senior management teams to see clearly the value that public relations can provide to maximise the success of the organisation. The data obtained from this research provide insights into the priorities and expectations that external stakeholder groups have of organisations and how these expectations can be grouped into three key areas - how they are treated, the value that the relationships represent to them and how effective the communication is. The results provide practitioners with a valuable insight into ways of improving these OPRs, which in turn could assist organisations in achieving their goals.

Broadband mobile communication based on both broadband Internet and the third generation mobile communication system (3G) is going to play the role as a major channel for customers to obtain various services. It takes advantages of acquiring services with time saving, and any-time and any-place access in the near future. It is very obvious that eventually all companies offer real-customized broadband mobile services at the right time in the right place with the right price, so-called mobile commerce, due to customers' requirements and technology advancements e.g., data mining, global roaming, GPS, mobile location services, mobile IP and IPV6, etc. Syndication and alliance will be shaped and concreted within and between companies for mobile commerce under the information infrastructure of both 3G and broadband Internet. New business opportunities are emerging considerably. However, companies are facing many more difficult challenges of losing customers easily due to quick and cheap switch from one company to another. Therefore, it is one of the most important topics now for companies to attract customers, satisfy customers, and win their loyalty through appropriate customer relationship management (CRM). In this research, we survey the development ofCRM, its conceptual architecture, function, and advantage to both customers and companies. We study and compare four popular CRM systems - 12, Siebel, NCR, and BroadVision, which are currently available in the global market. And, we examine the current advancements of related information and communication technologies for CRM and figure out new trends of CRM for broadband mobile commerce based on the 3G and broadband Internet. Furthermore, we address the management and marketing strategies ofCRM for the coming challenges in the broadband mobile commerce era.

委外應用在資訊系統上已行之有年，但自柯達公司有計畫地將大量資訊活動委外之後，引發業界與學術界的關切與研究。委外有種種優點值得企業採納，但是根據實際委外的經驗指出，委外有其風險，使得企業未蒙其利反受其害。文獻指出一個成功的委外程序是一連串的過程：自委外的決策考量開始，經過需求定義、選擇承包商、談判合約書、到系統建置與監督，每一階段都需要用心經營。大多數委外相關研究偏重在委外的前期，而本文的焦點放在委外後期的關係管理。根據文獻探討所整理出的概念模式，經由個案訪談之後，深度瞭解台灣中小企業在委外過程中實際運用的管理技巧以及所遭遇到的困難。本研究提出六個命題說明中小企業與廠商之間關係形成的前因後果，最後並提出中小企業在進行資訊系統委外之際，在關係管理上應注意的事項。

Loyalty management has emerged over recent years as a topic of significant importance in both academic and practitioner discourse, articulating the benefits of an extended relationship with key stakeholders including, but not limited to, customers, employees and shareholders. This research explores the theory and practice of loyalty management from a communications perspective. The thesis attempted to discover how the integration or non-integration of internal and external communication affects the communication of loyalty, in addition to how loyalty management contributes towards the organisation�s perceived creation of value. In doing so, it also examines how the practice of customer relationship management (CRM), integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty. The research entailed a three-year ethnographic study of a business-to-business financial services organisation specialising in vehicle fleet leasing and management services, comprising a review of relevant academic literature; and participant observation, focus group studies, qualitative surveys and document analysis. Besides evaluating loyalty management from a communications perspective, the thesis contributes towards the body of knowledge on Australian organisations from an organisational culture perspective, as well as exploring communication beyond the traditional boundary of within the organisation itself. Unlike most loyalty management approaches, the holistic stance considers other stakeholders besides customers, in detail. The study does not seek to establish validity and generalisability. Rather, the mainly interpretist approach preserves the form and content of human behaviour by detailing descriptions of the concrete experience of life within a particular culture and of the social rules, patterns and perceptions that constitute it. The findings showed that organisational communication has to be integrated and cohesive to enable the effective management of loyalty. Furthermore, the results confirm that the notion of organisational boundaries comprising �internal� and "external" communication is limited. Involved protagonists, acting together from within and external to an organisation, create, sustain and manage meanings through the use of signs and symbols within a particular context to form a unique culture or community. In addition, the notion of loyalty and the creation of value for the consequent success of the organisation is an important and valid perception for most of the stakeholders. For this organisation, the use of ICT and practice of CRM and IMC has varying degrees of impact, mainly enhancing the communication of loyalty. The detraction of value is caused primarily by the fragmentation of communication between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.

To date, limited means of accurately measuring the communal organisational public relationships between an organisation and its various publics have been developed. Researchers and practitioners have acknowledged the need for a more accurate measurement tool. Previous analysis of communal relationships has typically been done in an anecdotal or non-quantifiable way. This study explores a new method of quantifying the relationship between an organisation and its publics and identifies the key themes and components that are important to a successful organisation-public relationship (OPR); this method allows organisations to more accurately measure their OPRs, diagnose their strengths and weaknesses and quantify changes in the relationships over time. In so doing, organisations will be able to improve their relationships with their stakeholders and work more effectively to achieve mutually beneficial goals. The study's findings contribute to defining the components that can be used to develop a tool that can be used by the public relations profession to more accurately reflect the status of communal relationships, and, perhaps more importantly, the changes in the status of the relationships over time. Increased objectivity in reflecting the status of the relationships between an organisation and its publics is likely to enable the profession to elevate its perceived status by providing a better service to organisations and their publics. This, in turn, will allow senior management teams to see clearly the value that public relations can provide to maximise the success of the organisation. The data obtained from this research provide insights into the priorities and expectations that external stakeholder groups have of organisations and how these expectations can be grouped into three key areas - how they are treated, the value that the relationships represent to them and how effective the communication is. The results provide practitioners with a valuable insight into ways of improving these OPRs, which in turn could assist organisations in achieving their goals.

<p>In todays business environment there is an increasing recognition that human resources are a valuable asset to distinguish a company from its competitors. This tendency, in combination with increasing job mobility among employees and an ongoing demographic change, has turned the labour market into a competitive arena.</p><p>Employer Branding and Talent-Relationship-Management are two fairly new concepts in the area of Human Resource Management, which have the aim to differentiate companies on the labour market and to support them effectively in their endeavour to approach, acquire and retain the most talented employees.</p><p>In this study, the internal and external determinants, which form an appealing employer brand are investigated. A conceptual framework is first constructed and later modified in the lights of the empirical findings gained through four conducted interviews with four large organizations. In contrast, a deeper insight in the prioritisation of different TRM elements is gained by means of a quantitative study among university graduates and international scholarship holders.</p><p>The major findings outline that there is a continuous challenge in creating a level of consistency in favour of a credible employer brand message. Furthermore, it becomes apparent that a change or adoption of the employer brand in the short-term is difficult due to the culture and values of the respective organization. In addition, the employer brand plays an important role in preventing unplanned impulses, which result out of negative impacts from the business environment.</p><p>The comparison of the major findings among the different groups within the quantitative study shows that the instruments ‘Information about vacancies’, ‘Scholarship’, ‘Company Workshops’ as well as ‘Exclusive Information’ are among the most valued ones in comparison with ‘Periodical Services’, ‘Personalized Websites’ or ‘Giveaways’, which most respondents do not perceive as interesting.</p>

<p><strong>Aim of the Thesis:</strong> To investigate the practice of using a CRM strategy in football clubs by comparing earlier successful and unsuccessful CRM implementations by football clubs and study fan relationship theories in a large Swedish football club, thereby presenting guidelines on how to further develop a CRM strategy in a Swedish football club.</p><p> </p><p><strong>Methodology: </strong>A quantitative approach and a qualitative approach have been used, first collecting empirical data on supporter views through a questionnaire further strengthened by gathering empirical data through an interview. The quantitative data has been presented with descriptive statistics and the qualitative data has been analyzed using a realist approach.</p><p> </p><p><strong>Theoretical Perspectives:</strong> A literature review has been conducted and resulted in a theoretical framework illustrating the concepts of benefits and risks with CRM, fan relationship marketing, CRM implementation process, CRM systems in football clubs, and supporter loyalty. A research model, “FRM implementation process” has been developed from the theoretical findings. </p><p> </p><p><strong>Empirical Data: </strong>The quantitative empirical data has been collected by distributing a questionnaire to supporters of AIK Fotboll. The qualitative empirical data has been collected through interviews with the head of sales and marketing within AIK Fotboll AB.</p><p> </p><p><strong>Conclusion</strong>:<strong> </strong>A CRM strategy can benefit Swedish football clubs in areas such as to better capture customer data, better communication between the club and its supporters and provide customized offers as long as the supporters are informed about the changes in strategy. In order for Swedish football clubs to successfully implement a CRM strategy they need to ensure adequate financing and management commitment since an unsuccessful implementation can be devastating to a Swedish football club’s finances.</p>

<p>Bakgrund: Kunden samt dennes behov och tillfredsställelse är ämnen som varit mål för forskning under de senaste decennierna. Kundfokusering är dock inget nytt utan förekom i diskussionen redan under 50-talet. Idag talas det mycket om CRM, customer relationship management. Många företag säger sig använda CRM men meningarna om vad begreppet egentligen innebär går isär. </p><p>Syfte: Syftet med vår uppsats är att skapa insikt i vilka inslag av CRM som kan urskiljas i ett stort teknikbaserat B-to-B företag. Vidare vill vi bidra till en ökad förståelse för hur CRM kan påverka kundtillfredsställelsen. </p><p>Avgränsningar: Endast ett företag, som vänder sig till andra företag (business- to-business), kommer att studeras. </p><p>Genomförande: Datainsamlingen har skett genom personliga intervjuer med tre anställda på Telia Företag samt fyra av deras kunder. </p><p>Resultat: Vi har i uppsatsen antagit en heltäckande syn på CRM. Utifrån denna syn har vi funnit flera inslag av CRM i vårt fallföretag. Om CRM tillämpades i högre utsträckning skulle kundtillfredsställelsen på många sätt påverkas i positiv riktning.</p>

<p>The purpose of this dissertation is to present how online marketing tools influence customer relationship management (CRM) in a Business to Business (B to B) company. After reviewing the relevant theories, a frame of reference for client relations through the internet is selected from the research of Bauer</p><p><em>et al (2002). Six key characteristics of internet were discussed in order to reveal their impact on CRM. Meanwhile, three variables, which are commitment, satisfaction, and trust, are explored to measure the concept CRM. Both qualitative and quantitative research are used in this study, through analyzing the company’s internal documents, the authors come to a conclusion that the internet tool could improve customer satisfaction, commitment and trust, so as to improve customer relationship. <strong><p>Key words:</p><p>Internet marketing Tools, Customer Relationship Management, Commitment, Satisfaction, Trust, Webinar, Multiple method</p></strong></em></p>