Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: This research report, "Feasibility study of a customer relationship management system in a
traditional German mid size trading company", presents both a theoretical and practical
overview of customer relationship management. The research methodologies used are
described in the introductory chapter. The theoretical part of the report covers relevant
customer relationship management theory, and defines and explains the principles of
customer relationship management, including the objectives and the strategic intention ofthis
approach. Furthermore, the building blocks of customer relationship management systems are
explained in detail.
In the latter part of the section on theory, managerial aspects like effectiveness, efficiency and
the measurability of success with customer relationship systems are discussed. The theory
part of this research project concludes with a chapter on the success factors of customer
relationship management, describing important aspects of the integration of such a system.
The practical part of this research project was conducted in co-operation with the chemical
company Lehmann & Voss & Co in Hamburg, Germany. The company was able to provide a
division that is interested in the management approach to customer relationship management.
They were interested in establishing whether this management approach could be used to their
advantage in business. The cooperation with this particular division is regarded as a pilotproject
for customer relationship management by the company management.
The practical part of this research report begins with general information about the company.
Corporate culture, as well as the different aspects of the business, is described. This is
followed by information about the division involved in this research project. Business
processes, customer base and business performance are covered. In addition, a requirement
profile for the division's customer relationship management has been created.
This requirement profile is followed by a discussion of the systemic environment in which the
company operates. Finally, a conclusion with recommendations for the company situation
concerning customer relationship management has been established. / AFRIKAANSE OPSOMMING: Hierdie navorsing verslag met die titel "Feasibility study of a customer relationship
management system in a traditional German mid size trading company" dek die teoretiese en
praktiese deel ten opsigte van kliëntverhoudingsbestuur. Die navorsingsmetodiek word
beskryf in die hoofstuk "Research Methodology". Die teoretiese deel dek die teorie van
kliëntverhoudingsbestuur ten opsigte van alle belangrike aspekte van hierdie spesifieke
bestuursbenadering. Dit verduidelik die definisie en die beginsels van
kliëntverhoudingsbestuur insluitend die objektiewe en strategiese doel van die benadering.
Verder meer, word die boublokke van 'n kliëntverhoudingsbestuurstelsel breedvoerig
bespreek.
In die laasgenoemde deel word die teoretiese bestuursaspekte, soos byvoorbeeld
effektiewiteit, doeltreffenheid, en vergelyking van sukses met die
kliëntverhoudingsbestuurstelsel bespreek. Die teoretiese deel van hierdie navorsingsprojek
eindig met 'n hoofstuk oor die suksesfaktore van kliëntverhoudingsbestuur. Dit is 'n
beskrywing van kritiese belangrike aspekte van die integrasie van so 'n stelsel.
Die praktiese deel van hierdie navorsingsprojek is vasgestel in samewerking met die chemiese
firma Lehmann & Voss & Co in Hamburg, Duitsland. Die firma was in staat om 'n afdeling
wat belang het in bestuurs- en kliëntebenadering, beskikbaar te stel. Die belangrikheid is om
die vraag te beantwoord of hierdie bestuursbenadering tot voordeel van die firma gebruik kan
word. Die samewerking met hierdie besondere afdeling word beskou as 'n proef-projek vir
kliëntverhoudingsbestuur .
Die praktiese deel begin met algemene inligting ten opsigte van die firma. Korporatiewe
kulture, sowel as verskeie aspekte van die besigheid, word beskryf. Die algemene inligting
omtrent die firma word gevolg met inligting omtrent die betrokke afdeling wat saamwerk.
Besigheidsprosedures, kliëntbasisse en besigheidsprosedure is gedek. Verder meer, is ook 'n
studie uitgevoer om 'n behoefteprofiel op te stel vir kliëntverhoudingsbestuur in die spesifieke
afdeling van die firma.
Die profiel word opgevolg met 'n bespreking van die sistimatiese omgewing waarin die firm
bedryf word. Ten slotte is 'n konklusie bereik met voorstelle vir die firma se spesifieke
situasie ten opsigte van kliënteverhoudings.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/50355 |
| Date | 12 1900 |
| Creators | Luhnen, Lennart |
| Contributors | Loubser, S., Stellenbosch 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 | 85 p. : ill. |
| Rights | Stellenbosch University |
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