Customer relationship management and strategic management as tools for organisational performance
Ekama, Efemena (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903203510
https://urn.fi/URN:NBN:fi:amk-201903203510
Tiivistelmä
Around the world, business owners are doing whatever they can to remain relevant and serve the customers better and efficiently. Customers are the main priority in any business. Business owners are paying attention to customer relationship management as well as their strategy to improve their overall organisational performance.
The objective of this thesis was to investigate brands, what methods they employed into retaining their customers, their cost of production, profit margin, economies of scales. What makes the products from these brands different and why they have competitive advantage over their rivals. How companies have benefited from creating value to their customers.
Theoretically, secondary sources were taken from eBooks readily available at the school library page and I took advantage of the diverse database on customer relationship management and strategy. some contents were notes taken from courses done during my study years at Centria University of Applied Sciences and from the companies’ yearly journals and articles. For the empirical part, quantitative research method was used which entailed the use of a questionnaire via google form survey was sent to student groups and the data was analysed appropriately.
The outcome of the research showed that price is a factor which helps customers to make their decision in terms of brand patronage. Creating good customer relationship helps brand to stay in business long term. Companies are paying more attention to being cost efficient and produce goods and services which are different, valuable but are customer oriented. Some companies sell experience for a premium price while others are price friendly. At the end of the day, it depends on what the products does for the end user.
The objective of this thesis was to investigate brands, what methods they employed into retaining their customers, their cost of production, profit margin, economies of scales. What makes the products from these brands different and why they have competitive advantage over their rivals. How companies have benefited from creating value to their customers.
Theoretically, secondary sources were taken from eBooks readily available at the school library page and I took advantage of the diverse database on customer relationship management and strategy. some contents were notes taken from courses done during my study years at Centria University of Applied Sciences and from the companies’ yearly journals and articles. For the empirical part, quantitative research method was used which entailed the use of a questionnaire via google form survey was sent to student groups and the data was analysed appropriately.
The outcome of the research showed that price is a factor which helps customers to make their decision in terms of brand patronage. Creating good customer relationship helps brand to stay in business long term. Companies are paying more attention to being cost efficient and produce goods and services which are different, valuable but are customer oriented. Some companies sell experience for a premium price while others are price friendly. At the end of the day, it depends on what the products does for the end user.