A Multi-Case Study on Integrated Customer Management : Ewals Cargo Care and Arosci Trading Limited
Waweru, Mary (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060216283
https://urn.fi/URN:NBN:fi:amk-2020060216283
Tiivistelmä
Through the research questions, this study explores the different factors that determine how companies effectively manage their customers and relationships. In delivering goods and services, businesses look at various factors and use different tools that are deemed necessary on a continuous basis to meet customer needs and foster longevity within their relationships. This research also looks at what value is added by companies incorporating relationship marketing, customer relationship management (CRM), and social media marketing as an integrated function to meet the same goals.
This qualitative multi-case study utilised questionnaires as the data collection method. The respondents came from two different companies based in Finland and the United Kingdom. These respondents were sales professionals and well versed in the areas of CRM, marketing and both business-to-business and business-to-consumer relationships.
The results of this research determined that in managing customers and relationships the key elements used are company resources and capabilities, information, CRM, communication, consistency in quality and delivering of goods and services and making continued improvements. It also found that effectiveness of customer management is improved substantially by integrating relationship marketing, customer relationship management and social media. Social media facilitates collection and exchange of information and therefore, to varying degrees depending on usage, relationships can be built through its different platforms.
This qualitative multi-case study utilised questionnaires as the data collection method. The respondents came from two different companies based in Finland and the United Kingdom. These respondents were sales professionals and well versed in the areas of CRM, marketing and both business-to-business and business-to-consumer relationships.
The results of this research determined that in managing customers and relationships the key elements used are company resources and capabilities, information, CRM, communication, consistency in quality and delivering of goods and services and making continued improvements. It also found that effectiveness of customer management is improved substantially by integrating relationship marketing, customer relationship management and social media. Social media facilitates collection and exchange of information and therefore, to varying degrees depending on usage, relationships can be built through its different platforms.