Globalization, rapid hi-tech developments, and deregulations have heated up the competitions in retail industry. Retailers, in order to gain competing edge to stay in business, have to jump over board for substantial investments in new retail technologies to keep up the paces for business developments and services or for mere survival.
Yet, customers are the source of fund for a corporation and are the purposes of the existence of a corporation. At the forefront of a corporation, it is the focus on retaining existing customers and developing new customers (markets). It is about sales and marketing of which all require more sophisticated skills for paying attention to in this new information age. Therefore, CRM (customer relationship management) has become an issue that new computer technologies are used for gaining the edge winning customers. New technologies enable CRM to provide information and manage data faster than like never before.
This research study is quantities and qualitative analysis of CRM¡¦s role with current mass retailers¡¦ membership programs. We outline present consumer behaviors and market trends, as well as, identifying what future trends could be. We hope this research could server as references for top management decision making so that the CRM program(s) can be tailored to their needs.
The objectives of this research report are
1. Qualitative searches for definitions, benefits, and features of CRM
2. Connect the dots of marketing and information technology
3. Case study of mass market retailer¡¦s membership program
4. Future trend of CRM and what could impede the performance of a CRM program
We¡¦d draw the issues of why a corporation today needs to implement CRM, what results a CRM can bring for a corporation, and how a corporation could achieve with it.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0121107-184306 |
| Date | 21 January 2007 |
| Creators | Chung, Wen-Sheng |
| Contributors | Yi -Ming Tai, Chin-Fu Ho, Wen-Hsiung Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0121107-184306 |
| Rights | campus_withheld, Copyright information available at source archive |
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