Customer relationship management: the case of online services in banking sector : students perspective from France and Finland
Thirunavukkarasu, Mélissa (2016)
Turun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605188414
https://urn.fi/URN:NBN:fi:amk-201605188414
Tiivistelmä
Financial services is one of the first sector that started to use CRM and there are lots of research studies and theories regarding this concept. CRM field being wide, this research stays focused on the customer point of view, therefore, the data collection were conducted among students from France and Finland. The main purpose of this research is to state the expectations of students for a good online customer relationship.
The theoretical background starts from explaining why the customer interactions can be used as a basis for marketing to help banks to build profitable relationships with their customers. After reviewing the concept of relationship marketing, this chapter continues with a clarification of the roles of CRM and the attribution of a definition for this research. Finally, a description of customer experience is presented.
For the purpose of this research, a qualitative study was conducted. This method was suitable to study individuals’ behaviour and it focuses more on understanding from the respondent’s point of view. The case study method with structured interviews was selected to better understand the experience of interviewed students. In total nine interviews were realised: four interviews for France and five interviews for Finland.
In the chapter 4, each country was analysed first with information gathered from interviews and from the theoretical part. After this, the author used the analysis of each country to create a cross-cultural analysis. Finally, the research findings were presented in the conclusion along with a constructive answer for the research questions.
The theoretical background starts from explaining why the customer interactions can be used as a basis for marketing to help banks to build profitable relationships with their customers. After reviewing the concept of relationship marketing, this chapter continues with a clarification of the roles of CRM and the attribution of a definition for this research. Finally, a description of customer experience is presented.
For the purpose of this research, a qualitative study was conducted. This method was suitable to study individuals’ behaviour and it focuses more on understanding from the respondent’s point of view. The case study method with structured interviews was selected to better understand the experience of interviewed students. In total nine interviews were realised: four interviews for France and five interviews for Finland.
In the chapter 4, each country was analysed first with information gathered from interviews and from the theoretical part. After this, the author used the analysis of each country to create a cross-cultural analysis. Finally, the research findings were presented in the conclusion along with a constructive answer for the research questions.