Development on B2B customer relationship of advertising company: A case study of Heshi interactive advertising media company
Wang, Jiaxin (2022)
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121630389
https://urn.fi/URN:NBN:fi:amk-2022121630389
Tiivistelmä
The purpose of this thesis was to develop the B2B customer relationship of Heshi interactive advertising media company by improving its customer satisfaction and loyalty.
The thesis was designed in two-part. The first part was the theoretical part, which consisted of a literature review from previous studies and sources to understand CRM's concept and importance and the outcome of building CRM in the advertising industry. Then went through the organizational buying behavior in the advertising industry to discover the reasons that affect consumer decision-making when choosing an advertising agency.
The empirical part of this thesis adopted qualitative and quantitative methods in the research process. Primary data were collected through the questionnaire survey and sent to the existing customers of Heshi company. The questionnaire was designed based on the theoretical framework.
The research results showed that the company should always focus on customer needs and expectations. The results also proved the need to build the CRM system and the importance of service quality and customer satisfaction for Heshi company. This thesis also recommended how to improve the service quality and customer relationships for the future development of Heshi company.
The thesis was designed in two-part. The first part was the theoretical part, which consisted of a literature review from previous studies and sources to understand CRM's concept and importance and the outcome of building CRM in the advertising industry. Then went through the organizational buying behavior in the advertising industry to discover the reasons that affect consumer decision-making when choosing an advertising agency.
The empirical part of this thesis adopted qualitative and quantitative methods in the research process. Primary data were collected through the questionnaire survey and sent to the existing customers of Heshi company. The questionnaire was designed based on the theoretical framework.
The research results showed that the company should always focus on customer needs and expectations. The results also proved the need to build the CRM system and the importance of service quality and customer satisfaction for Heshi company. This thesis also recommended how to improve the service quality and customer relationships for the future development of Heshi company.