Many organizations are familiar with using CRM (Customer relationship management) to manage and enhance the customer relationship. Good customer relationship can bring great benefits and a competitive advantage to organization. And in this era of technology, CRM that consists of eCRM (Electronic customer relationship management) is acknowledged as another potential solution for business. The purpose of this study is to explore what an organization can do to improve the use of eCRM, so eCRM can enhance the customer relationship. In the thesis the authors have studied different eCRM key factors and their relationship in order to improve customer relationship through the use of eCRM. This thesis has used Toyota Mahanakorn, the Toyota dealers in Thailand as a case study for examining the practice of successful eCRM in the organization. Our conclusion is that in order to improve the performance of eCRM, an organization should choose a eCRM technology that suits with organization strategy and practice as well as employees technology and service capabilities. Since this thesis studies the way to improve the use of eCRM in an organization, this thesis will be advantageous to those who plan to implement eCRM in the future and to those who have already implemented eCRM and would like to make it better.

Many organizations are familiar with using CRM (Customer relationship management) to manage and enhance the customer relationship. Good customer relationship can bring great benefits and a competitive advantage to organization. And in this era of technology, CRM that consists of eCRM (Electronic customer relationship management) is acknowledged as another potential solution for business.The purpose of this study is to explore what an organization can do to improve the use of eCRM, so eCRM can enhance the customer relationship. In the thesis the authors have studied different eCRM key factors and their relationship in order to improve customer relationship through the use of eCRM.This thesis has used Toyota Mahanakorn, the Toyota dealers in Thailand as a case study for examining the practice of successful eCRM in the organization.Our conclusion is that in order to improve the performance of eCRM, an organization should choose a eCRM technology that suits with organization strategy and practice as well as employees technology and service capabilities.Since this thesis studies the way to improve the use of eCRM in an organization, this thesis will be advantageous to those who plan to implement eCRM in the future and to those who have already implemented eCRM and would like to make it better.

The video streaming industry has grown at a rapid speed during the past decade and has becomea trending topic in regard to technological advancements. Nowadays, there are manycompetitors in the market, and it is getting harder to stand out from the competition. Furthermore, the customers are demanding more in their choice of video streaming servicesand are expecting several features and functions in order to retain the service. Electronic Customer Relationship Management (eCRM) is a tool that has been used by providers of videostreaming services in order to improve long-term customer relationships. eCRM has beenresearched before as well as implemented by many companies. However, there are stillresearch gaps in relation to a potential impact that eCRM features have on customer loyalty, aswell as a managerial need to investigate these issues further. The purpose of this thesis is to develop deeper knowledge about how pre-, at- and postpurchase features of eCRM affect the customer loyalty in the video streaming industry. Thecontext of the study was the video streaming industry as it has increased majorly in popularityover the past years and there are many features to consider in the purchasing process. Therefore,we developed a conceptual model that was based on prior research to investigate the influenceof specific features on customer loyalty. The empirical data collection was conductedconsidering the conceptual model. This study was conducted by using a qualitative methodwith semi structured interviews, the respondents consisted of active users of a streaming serviceat the age between 18 to 34 years old. By analyzing the empirical data, we could determinefeatures of eCRM that affected and did not affect customer loyalty in our study. The findings showed that all the steps of the purchase process had features that affectedcustomer loyalty. The features of pre-purchase that we found relevant to customer loyalty inour study were captivating customers, which refers to the ability to attract customers' attention. The features of captivating customers are marketing, popularity, and recommendations, andout of these features, it was popularity and recommendation that we found affecting thecustomers loyalty. The features of the second step in the purchase process, at-purchase, that wefound affecting customer loyalty in our study were assortment, price, and convenience. Assortment refers to the content and supply of the service while the price refers to how muchthe service cost. Convenience is divided into four parts, the number of profiles, active users,devices that can use the service and the ability to stream offline, all these features exceptstreaming offline were found to have an effect on customer loyalty. Post-purchase refers to astage after the purchase has been made and, in our study, we found that the feature of clientcommunication has an effect on customer loyalty. Client communication is the communicationthat accrue between company and customer.

The purpose of this paper is to contribute to greater understanding and insight into how for-profit companies use social media as a communication tool. The aim is also to examine if marketing through social media is strategically planned and if results are measured.  Through this study, the authors were able to conclude that the majority of companies that participated lack knowledge about the use of social media in a beneficial and strategic way. Any written strategy or plan does not exist within the companies, while an oral occur to some extent. Serious measurement tools are only used by one of the companies that buy this as an externally service.

Course: Business Administration, Master Thesis, Second Level, 30 Credits. Authors: Sara Frännlid and Helena Ramstedt Tutor: Jim Andersén Title: Internet, relationships and loyalty – Best praCtice foR the bankMarket Purpose: The study aims to explain how banks use electronic customer relationship management, eCRM, to create loyal customers. A figure will be created, which will enlighten the factors a bank should focus on when enhancing customer loyalty through the internet. Through interviews with two successful banks is it possible to study how a bank can successfully create loyal customers. Methodology: A qualitative method in terms of semi-structured interviews is used. The empirical results were then analyzed with the theory in order to contribute with a new figure. Theoretical perspective: The theory describes how a bank can create a loyal customer over the Internet. The theory has its output in customer relationship management and how these strategies can be applied to the Internet. Empirical foundation: A study has been made of how two successful banks create loyal customers over the Internet, previous studies in this subject is also used. Conclusion: The primary contribution of this study is a figure, the figure shows which factors are important when a bank wants to create loyal customers over the internet. These factors are: technology, commitment and communication. The bank needs to be imbued with good service to obtain customer loyalty and trust. New in this context is that the study has demonstrated the vital role technology plays on the internet. Keywords: eCRM, loyalty, e-banking, relationship, trust, satisfied customer, Sweden, best practice.

Syfte: Vårt syfte är att besvara vår problemformulering och se hur lojalitet kan skapas genom sociala medier då lojalitet är en grundsten i skapandet av långsiktiga kundrelationer. Vidare ämnar vi besvara problemformuleringen genom att undersöka hur företag kan använda sociala medier för att skapa och bevara potentiella och befintliga långsiktiga kundrelationer. Metod: Ett kvalitativt och abduktivt förhållningssätt är det som ligger till grund för den här uppsatsen. Undersökningen utgår från ett positivistiskt synsätt och kvalitativa intervjuer har valts som metod för att samla in empirisk data. Teoretiskt perspektiv: Denna undersökning baseras på erkända teorier och modeller främst inom internetmarknadsföring, relationsmarknadsföring samt kundlojalitet då dessa ämnen ligger som grund för vår undersökning. Vidare används teorier och modeller kring sociala medier som ett verktyg för integrerad kommunikation. Empiri: Semistrukturerade, kvalitativa intervjufrågor har utformats för denna undersökning. Frågeställningarna har besvarats av framstående webbkonsulter samt av företag, framgångsrika inom området. Slutsatser: Utifrån vår undersökning har vi besvarat vår frågeställning; hur skapar ett företag kundlojalitet och konkurrenskraftiga kundrelationer via sociala medier? Utifrån vår undersökning ser vi företagens närvaro i sociala medier som en god förutsättning för att skapa kundlojalitet och bygga relationer. Sociala medier möjliggör en direkt dialog med kunderna vilket skapar en personlig kontakt. Vi har identifierat stora möjligheter med att företagen kan bemöta kunderna och exponera varumärket, nå ut med önskvärt budskap samt möjligheten att påverka kunderna i önskvärd riktning. Slutligen kan vi konstatera att sociala medier är ett starkt och effektivt verktyg vid skapande av kundlojalitet och långsiktiga kundrelationer. Det krävs dock att kanalerna används på rätt sätt vilket är möjligt genom ökad kunskap genom egen erfarenhet.

This thesis aims to study how the top management and employees in banks experience their work with customer e-loyalty in digital settings, both individually and in relation to each other. Today's bank customers desire freedom in where they conduct their business and do at the same time require a deeper personal relationship with their bank advisors. The adjustments to balance these two requirements have been a challenge for many banks. While satisfied customers often create loyalty, banks in Sweden have during the recent years experienced decreasing customer satisfaction. The digitalization within the banking sector will continue to have a big impact on the relationship between banks and their customers. By adapting a qualitative approach, the thesis aims to contribute with knowledge of how the top management and employees work with and perceive the impact digitalization has on e-loyalty. The thesis provides academic contributions, such as the insight in how top management and employees in two of Sweden’s biggest banks perceive their work with customer e-loyalty. The second contribution to the literature is a suggestion to development of the 8C model. The practical contribution is what the top management in banks should consider when mediating e-loyalty strategies to employees

In this essay the libraries usage of social media as a marketing tool is in focus. A questionnaire was sent out to the public libraries in Sweden, asking how they are using social media, why and which ones and so on. To analyse the result the four spaces, eCRM and relationship marketing models was used. The study shows a change of attitude towards marketing but there is still a gap in knowledge regarding how and why. Most of the libraries have accounts on Facebook and Instagram and do posts with information updates, book recommendations or fun facts.

網際網路的興起，提供大量豐富的資訊，顧客在彈指之間選擇性更多，資訊透明化使得企業獲得顧客忠誠度更形困難，然而顧客關係管理 (Customer Relationship Management, CRM) 能從每一位顧客的喜好與消費記錄，充分瞭解其需求，進而提供符合需求的產品及服務，在進入網路時代，CRM進一步演變為 eCRM (Electronic CRM, eCRM)，eCRM便是以「網路」為中心思考的CRM，除了擁有傳統的CRM程序之外，強調更有效地運用網路科技，eCRM有著成本更低廉、更快速方便的資訊交流，且期望在分析顧客的行為之後，能提供個人化的服務、實現低成本的一對一行銷，然而，eCRM 真能提高顧客忠誠度嗎？本研究以行動電話產業為研究對象，試圖從顧客的角度，了解 eCRM 與顧客忠誠度之間的關係，研究架構包含 eCRM 實務、顧客知覺的關係，以及顧客忠誠度三大構面，利用正典相關分析(Canonical Correlation Analysis)方法以驗證各項研究假設，調查範圍則是針對台灣地區有使用手機之消費者，採用網路問卷調查方式蒐集資料，有效樣本數目總計有844 份，研究所得之重點結論如下： 1.eCRM 實務構面的「電子行銷、電子商務」與顧客知覺關係構面的「情感承諾、社會利益」有顯著相關。 2.顧客知覺關係構面的「信任、情感承諾、特殊對待利益」與顧客忠誠度構面的「向他人推薦、交叉購買意願」有顯著相關。 3.為提高顧客忠誠度，「信任」與「特殊對待利益」非常重要，但電信公司在eCRM 的實施上，並沒有產生太多的信任與特殊對待利益，故電信公司應在此方面加以改善，以提高顧客之忠誠。 4.34% 的消費者未曾使用電信公司所提供的 eCRM ，故電信公司欲藉由eCRM 降低成本與提供更快速的資訊交流，勢必得努力創造顧客對電信公司網站之需求。 5.有使用網站與未使用網站之兩顧客獨立群體，在顧客忠誠度上並無顯著差異，故電信公司必須致力於提供多種管道，以及如何去整合每一項溝通管道之特質。

Title: How companies handle eCRM via social media depending on company size Level: Student thesis, final assignment for Bachelor Degree in Business Administration Author: Din Jahic & Robin Issa Supervisor: Michelle Rydback Date: 2022 - May 25th Aim: The aim is to increase understanding of how companies handle e-customer relationship management (eCRM) via social media, and to investigate whether size affects companies' strategies. Method: In this essay, a qualitative research approach is applied where the empirical material is collected through a multiple-case study. This multiple case study consisted of six companies where half of them were counted as large companies and the other half as small companies. A total of six semi-structured interviews were conducted with respondents in three different industries; the retail industry, the restaurant industry and the grocery industry. Results & Conclusions: The results of the study shows that the most used marketing strategies were "Social Content" and "Social Monitoring". The smaller companies mostly used "Social Content", as it was the most suitable option in terms of resource capacity. Furthermore, it is concluded that larger companies dominate "Social Monitoring". The final result shows that larger companies with more resources have a more systematic customer relationship management. Contributions of the thesis: This thesis has contributed to companies being able to obtain information regarding marketing strategies and customer relationship management via social media, as well as the implementation of concepts that are suitable for the company's size and resources. Suggestions for future research: A future area of research may be to carry out similar studies with other criterias. For example, only interviewing digital stores, as the approaches are different in comparison with physical stores. The interesting contribution would then be to investigate how digital stores proceed with marketing activities and customer relationship management, as opposed to physical stores. Key words: Customer Relationship Management (CRM) · electronic Customer Relationship Management (eCRM) · Social media · Social Media Marketing Strategy · Marketing Strategy