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Customer relationship management: a newly established business framework
2001 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to provide a better understanding of Customer Relationship Management (CRM), a newly established business framework. This is achieved by exploring, describing, and somewhat explaining how the objectives with CRM can be described, how the execution of CRM can be described, and how the benefits and drawbacks with CRM can be described. The execution of CRM has been divided into three subareas: the CRM process, information in the organization, and information technology. Case studies are performed on Scandinavian Airlines System and on Company X. The findings showed that the main objective with CRM is to create loyalty. The CRM process was concluded to be an iterative learning process, and it was further found to be linked to information technology systems and tools. Furthermore, remarkable differences concerning information in the organization are found. The results also showed that the benefits with CRM are increased retention, increased customer profitability, and reduced cost of sales. Finally, recommendations for management, theory, and future research are drawn up.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Customer Relationship Management, CRM
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-46209ISRN: LTU-SHU-EX--01/196--SELocal ID: 3da8cdd1-70c9-47fe-bc60-2a01ea941254OAI: diva2:1019522
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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