Customer Relationship Management: A Case Study on AGA GAS AB
Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
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.
Customer Relationship, case study
IdentifiersURN: urn:nbn:se:lnu:diva-19389OAI: oai:DiVA.org:lnu-19389DiVA: diva2:530444
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law
Sandell, Michaela, Professor
Oghazi, Pejvak, Dr.