<p><strong></strong></p><p><strong>Date: </strong>2009-05-27</p><p><strong>Level: </strong>Master Thesis in International Business and Entrepreneurship, 15 ECTS</p><p><strong>Institution: </strong>School of Sustainable Development of Society and Technology, Mälardalen University<strong></strong></p><p><strong> </strong></p><p><strong>Title: </strong>The Implementation of Customer Relationship Management (CRM) in the Automotive Industry</p><p> </p><p><strong>Supervisor: </strong>Peter Ekman</p><p><strong>Research </strong>Exploiting the stages of CRM implementation and looking into the obstacles faced</p><p><strong>Issue: </strong>during the deployment in order to recommend efficient usage of CRM.</p><p><strong> Purpose:</strong> The study aims to investigate how to implement Customer Relationship Management in the companies of the automotive industry and through the analysis of the CRM practices of these companies, to introduce how similar companies can achieve efficient usage of CRM as a business tool.<strong></strong></p><p><strong>Methodology: </strong>The thesis relies on a case study approach using different types of interviews and observation.</p><p> </p><p><strong>Conclusions: </strong>CRM is a never-ending process and needs to be managed step by step in manageable chunks in order to be successful. The CRM implementation requires the creation of a vision which is communicated by management and carried out by employees through a well chosen CRM software in order to achieve business benefits.</p><p> </p><p><strong>Keywords: </strong>CRM, implementation of CRM, CRM process</p><p> </p><p> </p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-6152 |
| Date | January 2009 |
| Creators | Öner, Dila, Xhemali, Lorena |
| Publisher | Mälardalen University, School of Sustainable Development of Society and Technology, Mälardalen University, School of Sustainable Development of Society and Technology |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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