Change search
ReferencesLink to record
Permanent link

Direct link
Investigation of CRM in e-business: From a B2C Fashion Companies' Perspectives
Jönköping University, Jönköping International Business School, JIBS, Business Informatics.
Jönköping University, Jönköping International Business School, JIBS, Business Informatics.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Customers are no longer what they use to be in the past, they are now highly educated, more specialized and more highly influenced by global culture than ever before. For businesses to be able to win the heart of customers, they need to do extra because these customers are the pillar that holds the organizations. One of the method to achieve this is called Customer Relationship Management (CRM). The focus of CRM is about managing customer knowledgem to better understand and serve them. The purpose of this study is to explore how e-business organizations use CRM in a B2C setting, and we did that from online fashion retail companies' perspectives. Our study has explored how how CRM objectives are described and how CRM is managed. To answer these questions, relevant literature was reviewed which resulted in a conceptual framework that guided the data collection. We carried out a multiple-case study with two fashion retail companies, one located in the UK, and the other in Sweden. Data was collected through a telephone interviews with high positioned employees who have experience working with CRM and related subject.

Place, publisher, year, edition, pages
2012. , 51 p.
Keyword [en]
Customer Relationship Management, B2C, Fashion Companies, e-business
National Category
Engineering and Technology
URN: urn:nbn:se:hj:diva-19250OAI: diva2:546534
Subject / course
IHH, Informatics
Available from: 2012-08-31 Created: 2012-08-23 Last updated: 2012-08-31Bibliographically approved

Open Access in DiVA

fulltext(750 kB)566 downloads
File information
File name FULLTEXT01.pdfFile size 750 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Informatics
Engineering and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 566 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: 459 hits
ReferencesLink to record
Permanent link

Direct link