Change search
ReferencesLink to record
Permanent link

Direct link
The Use of eCRM to Enhance Customer Relationship: The Case of Toyota Mahanakorn
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 60 credits / 90 HE creditsStudent thesis
Abstract [en]

Many organizations are familiar with using CRM (Customer relationship management) to manage and enhance the customer relationship. Good customer relationship can bring great benefits and a competitive advantage to organization. And in this era of technology, CRM that consists of eCRM (Electronic customer relationship management) is acknowledged as another potential solution for business.The purpose of this study is to explore what an organization can do to improve the use of eCRM, so eCRM can enhance the customer relationship. In the thesis the authors have studied different eCRM key factors and their relationship in order to improve customer relationship through the use of eCRM.This thesis has used Toyota Mahanakorn, the Toyota dealers in Thailand as a case study for examining the practice of successful eCRM in the organization.Our conclusion is that in order to improve the performance of eCRM, an organization should choose a eCRM technology that suits with organization strategy and practice as well as employees technology and service capabilities.Since this thesis studies the way to improve the use of eCRM in an organization, this thesis will be advantageous to those who plan to implement eCRM in the future and to those who have already implemented eCRM and would like to make it better.

Place, publisher, year, edition, pages
2011. , 66 p.
Keyword [en]
Electronic Customer Relationship Management (eCRM), CRM technology, eCRM key factors, Key factors, impact of eCRM, eCRM performance, eCRM concept, eCRM key factor relationship, eCRM practice
URN: urn:nbn:se:mdh:diva-12921OAI: diva2:437221
Available from: 2011-10-12 Created: 2011-08-27 Last updated: 2011-10-12Bibliographically approved

Open Access in DiVA

Fulltext01(685 kB)1455 downloads
File information
File name FULLTEXT01.pdfFile size 685 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Mettagarunagul, MingruedeePuengprakiet, Pensiri
By organisation
School of Sustainable Development of Society and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 1455 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

Total: 693 hits
ReferencesLink to record
Permanent link

Direct link