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.

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

<p>Information Technology (IT) plays a significant role in today business competition. A prominent role is that it helps a firm to manage relationships with customers effectively. Adoption of appropriate technology can lead the firm to greater business competency, improve its business performance, and ensure it retains its competitive advantages. While there is a rich body of literature on IT innovation adoption and implementation, research on the adoption of IT innovation that is specifically intended to perform relationship marketing functions is scant. The problem in this research is to address the lack of a research framework for examining the factors influencing the adoption of techno-relationship innovations. The existing adoption models are insufficient in properly explaining which factors are involved in the adoption decision and which factors are more important, and are especially insufficient with regard to small and medium sized enterprises (SMEs).</p><p>The aim of this study is to develop a comprehensive research framework used for exploring the factors affecting the adoption of techno-relationship innovations and to apply this framework for empirically investigating the adoption of electronic Customer Relationship Management (eCRM) applications in manufacturing SMEs. This study proposes the term ‘techno-relationship innovation’ and defines it as a technology-related idea, process, method, product, or service that is intended to perform relationship marketing tasks and which is perceived as new to an individual or a firm. The developed research framework contains 20 potential determinant factors covering four contexts: individual, technological, organizational, and environmental.</p><p>This study was conducted through survey research and the sample was drawn by means of systematic sampling technique. The empirical data were collected by using self-administered questionnaires and the data analysis was based on 508 manufacturing SMEs in Thailand. The analysis was based on multivariate statistical techniques including t-test, factor analysis, deiscriminant analysis, and cluster analysis. The findings reveal interesting insights into understanding the adoption of eCRM applications by manufacturing SMEs.</p><p>The Key Influential Factors (KIF) model is proposed summarizing the conclusions of the study. It indicates what factors in what contexts should be given more or less attention. From 20 factors, the analysis indicates that 12 factors are important factors that should be given high priority. They are Compatibility, Industry Pressure, Customer Pressure, Subjective Norm, Attitude, External Support, Perceived Advantage, Observability, Perceived Relationship Marketing Functionality, Technological Expertise, Perceived Easiness, and Financial Resources. Five factors have the capability to discriminate between eCRM adopters and non-adopters but their discriminant powers are weak so they receive second priority. They are Competitive Pressure, Innovativeness, Business Experience, Governmental Encouragement, and Internet Experience. The other three factors appear insignificant but they should not be completely ignored when encouraging the adoption of eCRM applications. Thus, these three factors receive third priority. They are Size, Trialability, and Self-efficacy.</p><p>Furthermore, the eCRM adopters are classified into three groups: basic adopters, moderate adopters, and advanced adopters. The inference is that the basic eCRM adopters are uncertain whether eCRM applications are really needed for business success. In contrast, the moderate and advanced eCRM adopters require different attention which is related to maximizing the advantages of eCRM applications. This classification offers solid information for market segmentation purposes in the eCRM industry.</p><p>Study implications are acknowledged. A comprehensive research framework is proposed suggesting 20 potential determinant factors involved in examining the adoption of techno-relationship innovations. This research framework provides a tool to marketing researchers in conducting further research. Empirical investigation leads to the KIF model that offers guidance to government and private agencies in properly encouraging the adoption of eCRM applications and their relevant components among manufacturing SMEs. Moreover, the study’s limitations and suggestions for further research are provided.</p>

Information Technology (IT) plays a significant role in today business competition. A prominent role is that it helps a firm to manage relationships with customers effectively. Adoption of appropriate technology can lead the firm to greater business competency, improve its business performance, and ensure it retains its competitive advantages. While there is a rich body of literature on IT innovation adoption and implementation, research on the adoption of IT innovation that is specifically intended to perform relationship marketing functions is scant. The problem in this research is to address the lack of a research framework for examining the factors influencing the adoption of techno-relationship innovations. The existing adoption models are insufficient in properly explaining which factors are involved in the adoption decision and which factors are more important, and are especially insufficient with regard to small and medium sized enterprises (SMEs). The aim of this study is to develop a comprehensive research framework used for exploring the factors affecting the adoption of techno-relationship innovations and to apply this framework for empirically investigating the adoption of electronic Customer Relationship Management (eCRM) applications in manufacturing SMEs. This study proposes the term ‘techno-relationship innovation’ and defines it as a technology-related idea, process, method, product, or service that is intended to perform relationship marketing tasks and which is perceived as new to an individual or a firm. The developed research framework contains 20 potential determinant factors covering four contexts: individual, technological, organizational, and environmental. This study was conducted through survey research and the sample was drawn by means of systematic sampling technique. The empirical data were collected by using self-administered questionnaires and the data analysis was based on 508 manufacturing SMEs in Thailand. The analysis was based on multivariate statistical techniques including t-test, factor analysis, deiscriminant analysis, and cluster analysis. The findings reveal interesting insights into understanding the adoption of eCRM applications by manufacturing SMEs. The Key Influential Factors (KIF) model is proposed summarizing the conclusions of the study. It indicates what factors in what contexts should be given more or less attention. From 20 factors, the analysis indicates that 12 factors are important factors that should be given high priority. They are Compatibility, Industry Pressure, Customer Pressure, Subjective Norm, Attitude, External Support, Perceived Advantage, Observability, Perceived Relationship Marketing Functionality, Technological Expertise, Perceived Easiness, and Financial Resources. Five factors have the capability to discriminate between eCRM adopters and non-adopters but their discriminant powers are weak so they receive second priority. They are Competitive Pressure, Innovativeness, Business Experience, Governmental Encouragement, and Internet Experience. The other three factors appear insignificant but they should not be completely ignored when encouraging the adoption of eCRM applications. Thus, these three factors receive third priority. They are Size, Trialability, and Self-efficacy. Furthermore, the eCRM adopters are classified into three groups: basic adopters, moderate adopters, and advanced adopters. The inference is that the basic eCRM adopters are uncertain whether eCRM applications are really needed for business success. In contrast, the moderate and advanced eCRM adopters require different attention which is related to maximizing the advantages of eCRM applications. This classification offers solid information for market segmentation purposes in the eCRM industry. Study implications are acknowledged. A comprehensive research framework is proposed suggesting 20 potential determinant factors involved in examining the adoption of techno-relationship innovations. This research framework provides a tool to marketing researchers in conducting further research. Empirical investigation leads to the KIF model that offers guidance to government and private agencies in properly encouraging the adoption of eCRM applications and their relevant components among manufacturing SMEs. Moreover, the study’s limitations and suggestions for further research are provided.

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.