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Customer Relationship Management: A Case Study on AGA GAS AB
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Customer Relationship Management is a relatively new concept in the area of management.CRM is not an easy process; it is strategic approach that is concerned to create shareholder value through developing long-term relationship with key customers and customer segments. CRM is an integrated cross-functional approach which needs to combine various parts/ components inside the company in order for the CRM to function properly

Purpose & Research Questions: The purpose of this thesis is to contribute towards a better understanding of CRM implementation. With the research question: ―How can the key components (people, process and technology) measure Customer Relationship Management?

Methodology: This is a qualitative study, with a deductive approach. Case study was conducted inside the organization AGA GAS AB.

Conclusion: As the aim of this study was to contribute towards a better understanding of CRM implementation, therefore, it requires CRM to be evaluated. The CRM components should be investigated inside an organization and recognize if they have a good integration and cooperation amongst one another. This can be viewed by taking use of an interview guide that also incorporates the topics of Balance Scorecard.

Place, publisher, year, edition, pages
2012. , 81 p.
Keyword [en]
Customer Relationship, case study
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19389OAI: oai:DiVA.org:lnu-19389DiVA: diva2:530444
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-25 Created: 2012-06-01 Last updated: 2012-06-25Bibliographically approved

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Bachelor's Thesis(1612 kB)564 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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Language
  • de-DE
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Output format
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