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Betydelsen av CRM-system i utvecklingen av kundrelationer
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date of seminar: 2009-05-28

Course: Mälardalens Högskola, EIK021, Bachelor thesis in Business and Information Systems, 15hp

 

Authors: Dan Carlsson and Erik Jones, Västerås

Title: The significance of CRM-systems in the development of customer relationships

Tutor: Marie Mörndal

Keywords: Customer relationships, Relationship marketing, CRM, CRMsystem

Problem: Throughout the years CRM has received increasingly amount of attention as a result of the technical development in the society.CRM has, during the last few years, become one of the most discussed subjects in the field of IT. However, there is an overconfidence on CRM-systems and that companies become better on handling and creating better customer relationships when implementing and using such a system. From this standpoint it’s important that companies understand the true meaning of CRM and it’s implications on the development of customer relationships. The essay is thus based on the following question: What significance does a CRM-system have on companies’ development of customer relationships?

 

 

Purpose: The purpose is to describe and analyze the significance of CRMsystems in companies’ development of customer relationships.

Theory: The theoretical reasoning starts with describing and defining the term relationship, as relationships is a vital part in the relationship marketing. It continues with describing the implications of the term relationship marketing to offer a background and an understanding of the foundations of CRM and it’s purpose. Finally the terms CRM and CRM-systems are described to ascertain the significance of a CRM-system in the development of customer relationships.

Method: The essay is based on a deductive approach and the structure of the essay is 90 % theory and 10 % empirics where the empirical material functions as a practical feature to the theoretical reasoning. The empirical investigation is of a qualitative nature and has been carried out on ABB.

 

Findings: CRM-systems probably have a relatively small significance in the development of customer relationships. What’s important is that companies have an all-embracing relationship philosophy within their organization with developed CRM-strategies. Considering this, CRM-systems can still be of much use in the handling of data and information in the specific customer relation.The essay is based on a deductive approach and the structure of the essay is 90 % theory and 10 % empirics where the empirical material functions as a practical feature to the theoretical reasoning. The empirical investigation is of a qualitative nature and has been carried out on ABB.The theoretical reasoning starts with describing and defining the term relationship, as relationships is a vital part in the relationship marketing. It continues with describing the implications of the term relationship marketing to offer a background and an understanding of the foundations of CRM and it’s purpose. Finally the terms CRM and CRM-systems are described to ascertain the significance of a CRM-system in the development of customer relationships.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Place, publisher, year, edition, pages
2009. , 39 p.
Keyword [sv]
Kundrelationer, Relationsmarknadsföring, CRM, CRM-system
Identifiers
URN: urn:nbn:se:mdh:diva-6043OAI: oai:DiVA.org:mdh-6043DiVA: diva2:221209
Presentation
2009-05-28, R2-014, Högskoleplan 1, Västerås, 10:00 (Swedish)
Uppsok

Supervisors
Examiners
Available from: 2009-06-11 Created: 2009-06-03 Last updated: 2009-06-11Bibliographically approved

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