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ELEKTRONISKA KUNDRELATIONER: En teoristudie
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
2009 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
ELECTRONIC CUSTOMER RELATIONSHIPS (English)
Abstract [sv]

Denna uppsats syftar till att kartlägga hur elektroniska kundrelationer skildras av marknadsföringslitteraturen inom klassisk-, direkt- och relationsmarknadsföring. Kartläggningen har även för avsikt att undersöka eventuella mönster i litteraturens skildring av den elektroniska kundrelationen.

De senaste 50 åren av teknisk utveckling har medfört en avgörande innovation för utvecklingen av elektroniska kundrelationer - nämligen datakommunikation. Tekniken bakom datakommunikation har legat till grund för vad vi idag kallar Internet, den kanske mest betydelsefulla uppfinningen inom modern informationsteknik.

Utvecklingen har även påverkat relationen mellan företag och kund. Mycket av den direkta kontakt som tidigare fanns har idag ersatts av elektroniska relationer. Den elektroniska marknaden som skapats tvingar även företag att ta den elektroniska kundrelationen på allvar. Kundens totala upplevelse av företaget och därmed konsumtionsbeslut kan avgöras i den elektroniska relationen till företagen.

Genom att kartlägga hur den elektroniska kundrelationen skildras i marknadsföringslitteraturen önskar vi bidra till ökad förståelse för denna nya typ av kundrelation. Utvecklingen stannar inte av och företagen får ständigt nya sätt att kommunicera med sina kunder, vilket i sin tur skapar nya områden för marknadsförare att arbeta i.

För att lättare identifiera den elektroniska kundrelationen i marknadsföringslitteraturen har en strukturell modell bestående av synsätten klassisk-, direkt- och relationsmarknadsföring använts. Relevant litteratur inom underkategorier till varje synsätt som bara arbetar med elektroniska kundrelationer har sedan samlats in och kartlagts. Vi har kunnat se flera mönster i skildringen av den elektroniska kundrelationen och drar följande slutsatser:

Inom e-marknadsföring (klassisk marknadsföring) skildras den elektroniska kundrelationen som ett komplement till fysiska kundrelationer. Inom datorbaserad direktmarknadsföring (direktmarknadsföring) skildras relationen som en mätbar tillgång företaget investerar i för framtida avkastning. Inom CRM (relationsmarknadsföring) skildras relationen som ett analyserbart och hanterbart objekt som kan kontrolleras i avancerade analysprogram.

 

Abstract [en]

The purpose of this thesis is to describe how the electronic customer relationship is depicted by marketing literature within traditional-, direct- and relationship marketing. The thesis also intends to explore whether there are any patterns in the way the marketing literature describes the electronic customer relationship.

The last 50 years of technical advancement has brought a conclusive component for the development of the electronic customer relationship – e.g. data communication. This innovation has paved the ground for the development of information technology which we today refer to as the Internet – possibly the most important invention in the history of modern information technology.

This development has also affected the relationship between companies and customers. Much of the direct contact that was previously used has now been replaced by electronic relationships.  The electronic market that has been created has also forced companies to take the electronic customer relationship seriously.

With this thesis about the electronic customer relationship we hope to contribute a larger understanding for this new type of customer relationship. Development will progress and companies will be able to use new ways to communicate with its customers which will in return create new fields for marketers to work in.

In order to more easily identify the electronic customer relationship within the marketing literature a structural model consisting of the traditional-, direct- and relationship marketing approaches has been used. Relevant literature within subcategories of the different approaches that only deal with electronic customer relationship has been collected and mapped out. We have been able to see numerous patterns within the depiction of the electronic customer relationship and following conclusions have been made:

Within e-marketing (traditional marketing) the electronic customer relationship is depicted as a complement to physical customer relationships. Within computer based direct marketing (direct marketing) the electronic customer relationship is depicted as a measurable asset the company invests in for future returns. Within CRM (relationship marketing) the electronic customer relationship is depicted as an analyzable and manageable object that can be controlled in advanced analysis software.

 

Place, publisher, year, edition, pages
2009. , 136 p.
Keyword [en]
Customer relationships, Internet, Marketing
Keyword [sv]
Kundrelationer, Internet, Informationsteknik, marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-8023ISRN: ORU-HHS/FEK-AS-2009/0003--SEOAI: oai:DiVA.org:oru-8023DiVA: diva2:240564
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-10-09 Created: 2009-09-28 Last updated: 2009-10-09Bibliographically approved

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