Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The role of analytical CRM in maximizing customer profitability in private banking: two Swedish banks
2007 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Most widely accepted classification of Customer Relationship Management (CRM) systems includes operational, analytical, collaborative and e-CRM. While operational, collaborative, and e-CRM has received a significant interest among practitioners and scholars, but analytical CRM has been mostly neglected by them. The major function of analytical CRM is to support strategic customer information provision and customer knowledge acquisition to help achieve the final goal of CRM which is to enhance customer profitability. Customer profitability is the difference between revenue and costs. The main objective of the thesis is to investigate the role of analytical CRM in maximizing customer profitability. In order to accomplish the objective of this thesis, a qualitative research approach was se-lected and a multiple-case study was conducted which consisted of two cases. The cases com-prised two leading banks with large market share in private banking in Sweden. The primary data were collected via in-depth interviews with banks’ managers employing the interview guide. The analytical CRM system had been implemented and actively utilized by both banks. The main finding shows that identical analytical tools, segmentation and profiling approaches were used by both banks: albeit minor discrepancies were observed due to the decentralized branch banking approaches taken by one of the banks. The Internet was found to assist collec-tion of more precise data, to increase the analytical ability and to create faster degrees of per-formance. The results also indicate that customer profitability was highly considered by both banks and tactical measures were exercised to augment the customer profitability, particularly among the core customers, with providing them extra and personalized services at no charge and acknowledging the staffs of the vital importance of this segment of customers to the profit of the banks.

Place, publisher, year, edition, pages
2007.
Keyword [en]
Social Behaviour Law, Analytical CRM, Core Customers, Customer Behavior, Modeling
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-43736ISRN: LTU-DUPP--07/065--SELocal ID: 1933c0d9-c049-40b8-8a8a-9ac7618fd346OAI: oai:DiVA.org:ltu-43736DiVA: diva2:1016977
Subject / course
Student thesis, at least 15 credits
Educational program
Electronic Commerce, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(755 kB)39 downloads
File information
File name FULLTEXT01.pdfFile size 755 kBChecksum SHA-512
527e3b3212d402bd0fad11a339b1bbe908f8737822b746e15564877b9af6ed9dcaa8516a9ddf5d61fa8527832edb22a62191342b7faf8420f3cfe7d427806b77
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 39 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 96 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf