Customer relationship management practices implementation for successful business development in a transport industry
Fedorova, Evgeniia (2021)
Fedorova, Evgeniia
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105178926
https://urn.fi/URN:NBN:fi:amk-202105178926
Tiivistelmä
Efficient Customer Relationship Management nowadays is regarded as one of the core drivers for the success of a business and many efforts are put into finding the suitable approaches assisting in handling relationships with current and potential customers.
The purpose of the thesis was to investigate what CRM practices are leveraged in a transport industry company for business prosperity achievement. The focus is put on exploration of Customer Relationship Management practices implemented in a case company and in logistics and transportation sector in general and on the comparison of the findings with the theoretical grounding. In order to fulfil the objective, the deductive approach and qualitative research method were utilized. The primary data was collected from interviews held with the employees and the CEO of the case company. The secondary data was collected from different written sources, such as books, articles, journals, lecture notes and Internet sources.
The key findings and results, which answers the research questions, are presented after the theoretical and empirical parts exploration. The main findings reveal that the transport industry company utilizes common CRM approaches as well as has several singularities connected with CRM utilization, such as addressing Marketing and Logistics cooperation.
The purpose of the thesis was to investigate what CRM practices are leveraged in a transport industry company for business prosperity achievement. The focus is put on exploration of Customer Relationship Management practices implemented in a case company and in logistics and transportation sector in general and on the comparison of the findings with the theoretical grounding. In order to fulfil the objective, the deductive approach and qualitative research method were utilized. The primary data was collected from interviews held with the employees and the CEO of the case company. The secondary data was collected from different written sources, such as books, articles, journals, lecture notes and Internet sources.
The key findings and results, which answers the research questions, are presented after the theoretical and empirical parts exploration. The main findings reveal that the transport industry company utilizes common CRM approaches as well as has several singularities connected with CRM utilization, such as addressing Marketing and Logistics cooperation.