Nätbutiker och Kundrelationer : Relationsmarknadsföring

Detta är en Kandidat-uppsats från Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU

Sammanfattning: Titel: e-Commerce and Relationships – Customer Relationship Management   This bachelor thesis is brought together to analyze the transformation from traditional marketing to Customer Relationship Management. The development in the technology world has made the marketing focus shift from products and their functionality to customers and value creation. Because of the tougher competition that developed from new channels of communication, corporations had to generate new sources of value for their customers in order to establish lasting relationships with them. Therefore we found it interesting to investigate how companies within the e-commerce business handle the transition towards customer relationship management. Considering that their servicescape only exists on the virtual platform were no physical encounters occur. This became possible because we used a qualitative method approach, we interviewed corporations within the e-commerce business. The interviews became the substratum for empirics, together with the theory they lay the foundation for the analysis.   Keywords: Customer relationship management, e-commerce, relationships, transfer                    within marketing, value creating

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