Background: Customer Relationship Management is a relatively new concept in the area of management.CRM is not an easy process; it is strategic approach that is concerned to create shareholder value through developing long-term relationship with key customers and customer segments. CRM is an integrated cross-functional approach which needs to combine various parts/ components inside the company in order for the CRM to function properly Purpose & Research Questions: The purpose of this thesis is to contribute towards a better understanding of CRM implementation. With the research question: ―How can the key components (people, process and technology) measure Customer Relationship Management? Methodology: This is a qualitative study, with a deductive approach. Case study was conducted inside the organization AGA GAS AB. Conclusion: As the aim of this study was to contribute towards a better understanding of CRM implementation, therefore, it requires CRM to be evaluated. The CRM components should be investigated inside an organization and recognize if they have a good integration and cooperation amongst one another. This can be viewed by taking use of an interview guide that also incorporates the topics of Balance Scorecard.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19389 |
| Date | January 2012 |
| Creators | Gilani, Wahid, Nagy, Csilla |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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