Analysis of Customer Relationship Marketing in DB Schenker Logistics Finland
Silver Kirita, William (2010)
Silver Kirita, William
HAAGA-HELIA ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010070312592
https://urn.fi/URN:NBN:fi:amk-2010070312592
Tiivistelmä
The main objective of this study was to examine the relationship between DB Schenker Logistics Finland and its customers and the possibilities of managing and maintaining the customer marketing relationship. The main purpose was to examine a provider organization and its operation by integrating the theories of relationship marketing in service context to find out what are the major challenges in implementing marketing relationship and service approach in DB Schenker.
The theoretical framework was constructed on the theories of relationship marketing in service context. Customer relationship is becoming the main focus of most businesses. Hence, there have been many discussions about this topic in the previous studies. The main focus of this study is based on the customer relationship from the customer perspective. Therefore, the theoretical framework provides the basis for the research problem, research design, data collection and data analysis.
The empirical study is based on a qualitative research designed through a single case study analysis method. The aim is to achieve an in-depth understanding of a practical phenomenon in its context in a real life situation. Both primary and secondary data are utilized.
Secondary data include the company’s internal materials and selected articles and research reports from various reliable sources. Primary data are mainly gathered through semi-structured interviews, discussions and direct observations.
The case study reveals that DB Schenker is relatively well relationship and service orientated in the strategic level. Importance of customer relationship, service orientation and employees’ role in improving customer marketing relationships and service quality have been recognized by the company. The company believes that better customer marketing relationships and service quality create competitive advantages.
Conclusions are based on both the theoretical study and the empirical case study. The logistics service industry is an extremely dynamic industry where customers’ demands and the changes in the competitive environment are getting more demanding constantly.
The theoretical framework was constructed on the theories of relationship marketing in service context. Customer relationship is becoming the main focus of most businesses. Hence, there have been many discussions about this topic in the previous studies. The main focus of this study is based on the customer relationship from the customer perspective. Therefore, the theoretical framework provides the basis for the research problem, research design, data collection and data analysis.
The empirical study is based on a qualitative research designed through a single case study analysis method. The aim is to achieve an in-depth understanding of a practical phenomenon in its context in a real life situation. Both primary and secondary data are utilized.
Secondary data include the company’s internal materials and selected articles and research reports from various reliable sources. Primary data are mainly gathered through semi-structured interviews, discussions and direct observations.
The case study reveals that DB Schenker is relatively well relationship and service orientated in the strategic level. Importance of customer relationship, service orientation and employees’ role in improving customer marketing relationships and service quality have been recognized by the company. The company believes that better customer marketing relationships and service quality create competitive advantages.
Conclusions are based on both the theoretical study and the empirical case study. The logistics service industry is an extremely dynamic industry where customers’ demands and the changes in the competitive environment are getting more demanding constantly.