Customer Loyalty and Efficient Customer Relationship Management
Frambo, Roland (2019)
Frambo, Roland
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112622592
https://urn.fi/URN:NBN:fi:amk-2019112622592
Tiivistelmä
The thesis was set out to examine the possible impact of efficient customer relationship management on customer loyalty in a major service firm. The aim of the thesis therefore was to determine whether the use of an efficient customer relationship management system to identify and interact with custom-ers can lead to customer satisfaction and in turn to customer loyalty in Finnish telecommunication op-erators.
For this thesis, research was carried out and a report has been written using both primary and second-ary sources of data. A quantitative research approach in the form of a descriptive survey research was used and primary data was collected from a sample of 45 customers using a self-administered ques-tionnaire. The Webropol research model was the methodology used to gather and analyze primary data for this thesis. In using secondary data sources, information gotten for the thesis was also devel-oped through qualitative research. In addition, secondary sources of data were gotten by the help of books, journals, e-books, websites and online material. The Finnish telecommunication sector is high-lighted as the main area of study. In this vein, a Webropol analysis was done and the research find-ings, conclusion and recommendations made about possibilities of improving customer loyalty using efficient customer relationship management.
Study findings indicated that the high level of customer loyalty at the telecommunication operators was mostly associated with the use of an efficient customer relationship management system. The study recommended that companies should consider using electronic Customer Relationship Man-agement systems as an efficient management system that can lead to long term customer satisfaction and hence guarantee customer loyalty.
For this thesis, research was carried out and a report has been written using both primary and second-ary sources of data. A quantitative research approach in the form of a descriptive survey research was used and primary data was collected from a sample of 45 customers using a self-administered ques-tionnaire. The Webropol research model was the methodology used to gather and analyze primary data for this thesis. In using secondary data sources, information gotten for the thesis was also devel-oped through qualitative research. In addition, secondary sources of data were gotten by the help of books, journals, e-books, websites and online material. The Finnish telecommunication sector is high-lighted as the main area of study. In this vein, a Webropol analysis was done and the research find-ings, conclusion and recommendations made about possibilities of improving customer loyalty using efficient customer relationship management.
Study findings indicated that the high level of customer loyalty at the telecommunication operators was mostly associated with the use of an efficient customer relationship management system. The study recommended that companies should consider using electronic Customer Relationship Man-agement systems as an efficient management system that can lead to long term customer satisfaction and hence guarantee customer loyalty.