Thesis (MComm)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: It is generally accepted that profitable relationships with customers are increasingly
important in determining the long-term success of the modem enterprise. Customer
relationship management (CRM) is widely considered as an appropriate methodology
for building strong and mutually beneficial relationships with customers and, therefore,
the study established the definition and scope of CRM.
Customer knowledge could be considered a cornerstone of any CRM strategy and the
ability of the enterprise to create and leverage customer knowledge is viewed as a
source of competitive advantage. The study aimed at establishing clarity on the
methodologies and approaches to the organizational knowledge creation process.
Finally, the integration of knowledge creation and leverage processes into the CRM
strategy was considered.
Scrutiny of the available literature revealed a comprehensive description of the concept
of CRM. The various models of CRM presented in the study clearly illustrated the
different focus areas and components of CRM. The most prominent characteristics of a
CRM strategy were found to be an emphasis on strategy, the networking of key
stakeholders, customer intimacy and the use of appropriate technology.
The approaches to the creation of organizational knowledge were analysed and it was
found that the conversion between tacit and explicit knowledge is key to the creation of
organizational knowledge. The generally accepted principles for the leverage of
knowledge were adapted for possible incorporation into a CRM strategy. The salient conclusion of this study was that a knowledge creation process could be
used to build the enterprise's stock of customer knowledge. It was found that the
principles of knowledge leverage could be applied to the customer knowledge base in
order to build lasting and profitable customer relationships.
Recommendations were offered for the improved leverage of a CRM strategy through
the integration of knowledge creation, knowledge leverage and CRM methodologies
and principles. Finally, suggestions were made for further academic research on the
anatomy and implementation of CRM. / AFRIKAANSE OPSOMMING: Dit word algemeen aanvaar dat kliente verhoudingsbestuur 'n toenemende rol sal speel
in die lang termyn sukses van die moderne onderneming. Kliente verhoudingsbestuur
word wyd erken as 'n gepasde metodologie om sterk en wedersyds voordelige
verhoudinge met kliente te bewerkstellig. Die studie het ten doel gehad om die
definisie en omvang van kliente verhoudingsbestuur te bepaal.
Kliente kennis is 'n hoeksteen van enige kliente verhoudingsbestuur strategie en die
onderneming se vermoeë om kliente kennis te skep en te benut word gesien as 'n bron
van kompeterende voordeel. Die studie het gepoog om duidelikheid te verkry oor die
metodologieë en benaderings wat gevolg kan word in die ondernemingskennis
skeppingsproses. Ten slotte is die oorvleueling tussen die kennis skeppingsproses en
die kliente verhoudingsbestuur strategie ondersoek.
Gebasseer op die studie van die relevante literatuur is 'n omvattende definisie van
kliente verhoudingsbetuur blootgelê. Die onderskeie modelle van kliente
verhoudingsbestuur wat ondersoek is in die studie, het die fokus en verskeie
komponente van kliente verhoudingsbestuur uitgelig. Die mees prominente karakter
eienskappe van die kliente verhoudingsbestuur strategie is aangedui as die fokus op
ondernemings strategie, netwerke van belangegroepe, kliente intimiteit en die gebruik
van toepaslike inligtingstegnologie.
'n Analise van die benaderings tot kenniskepping in die onderneming het uitgelig dat
die oorgang van ontasbare kennis na tasbare kennis die kern uitmaak van ondernemingskennis skepping. Die algemeen aanvaarde beginsels tot die benutting
van kennis is daarna aangepas vir die moontlike gebruik in die kliente
verhoudingsbestuur strategie.
Die belangrikste gevolgtrekking van hierdie studie was dat 'n kennis skeppingsproses
gebruik kan word om die onderneming se kliente kennis uit te brei. Daar is ook
gevind dat die beginsels van kennis benutting toegepas kan word op bestaande kliente
kennis ten einde langtermyn winsgewende verhoudings met kliente te bewerkstellig.
Aanbevelings is gemaak vir die verbeterde benutting van die kliente
verhoudingsbestuur strategie deur middel van die integrasie van kennis skepping,
kennis benutting en kliente verhoudingsbestuur metodologieë en -beginsels. Ten
slotte is voorstelle gemaak vir verdere akademiese studies aangaande die struktuur
en implementering van kliente vehoudingsbestuur.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/51816 |
| Date | 12 1900 |
| Creators | Quass, Eugene |
| Contributors | Leibold, M., Stellenbosch University. Faculty of Economic & Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 114 p. |
| Rights | Stellenbosch University |
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