Influence of Company’s Website on CRM

Abstract

The purpose of this thesis work was to study the importance of customer relationship management and demonstrate the influences of the company's website on it from the trust and commitment point of view. The main goal was to find out how the company's website is linked with its CRM initiatives and emphasize the importance of trust and commitment factors when thinking about reliable relationships with customers.

Data for this study were collected by reviewing appropriate literature and giving out a questionnaire to the case company Spain Internship SC. Throughout the thesis, the qualitative research has been applied. The first stage was acquiring knowledge from different sources related to the chosen topic and the second stage was conducting the questionnaire and analysing results of the survey.

As a result of this thesis, theoretical and practical knowledge is gathered and analysed in order to understand the website's role in CRM in both cases and compare what the theory says and what happens in a real company. Moreover, the outcomes of this study can be applied to case company's CRM improvements.