Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: The aim of this report was the evaluation of the current theoretical knowledge base
and to use that to create and evaluate a technique or method to optimise the decision
making processes at play in customer relationship management.
The report contains much theory and discussions where attempts are made to
address the primary problems that often come in the way of successful
transformations. Rather than present empirical evidence in an attempt to prove one
thing or the other, the focus is more conceptual in nature, but at the same time it is
hoped that conceptual arguments put forth, stimulate lateral thought in this field.
Initially the report supplies research on the global practises in use on the different
dimensions that are relevant to customer relationship management. These
dimensions, and the elements therein, are discussed in some transformation plans,
which are then evaluated. By means of a survey under South African companies, the
alignment between the national, and the international approaches to customer
relationship management are discussed.
Finally, an attempt is made to supply the reader with the valuable lessons that have
already been learned, accompanied by a proposal on how a successful
transformation can be managed. / AFRIKAANSE OPSOMMING: Die doelstelling van hierdie verslag was om die teoretiese kennisbasis wat tot dusver
ontwikkel is in oënskou te neem en dan 'n tegniek of metode te ontwikkel en te
evalueer om die besluitnemingsproses met betrekking tot die kliëntverhoudingsbestuur
transformasie te optimaliseer.
Die verslag bevat deurgaans 'n aansienlike hoeveelheid teorie en bespreking waar
gepoog word om die primêre probleme wat op die weg van 'n suksesvolle
transformasie lê, aan te spreek. Eerder as 'n suiwer empiriese studie wat poog om
die een of ander teorie te bewys, is die fokus ietwat meer konseptueel van aard,
maar daar word terselftertyd vertrou dat die konseptuele argumente wat aangevoer
word, laterale denke sal stimuleer in hierdie veld.
Die verslag doen aanvanklike navorsing oor die globale uitkyk op die verskillende
dimensies wat op die kliëntverhoudingsbestuur veld van toepassing is. Hierdie
dimensies, en die elemente daarin vervat, word dan in 'n paar transformasie planne
geplaas en ge-evalueer. Deur middel van 'n ondersoek onder Suid-Afrikaanse
maatskappye, word die belyning tussen die nasionale en die internasionale
beskouings van kliëntverhoudingsbestuur bespreek.
Daar word ten slotte gepoog om die waardevolle lesse wat reeds geleer is aan die
leser beskikbaar te stel, tesame met 'n voorstel van hoe 'n suksesvolle transformasie
bestuur kan word.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52693 |
| Date | 12 1900 |
| Creators | Roux, Anton Louis |
| Contributors | Loubser, S., SStellenbosch University. Faculty of Economic & Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 108 p. : ill. |
| Rights | Stellenbosch University |
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