The overall goal of this book is the identification of design features and prerequisites for a CRM-system, which contribute to an increase in sales and the overall development of corporations in the packaging industry. Particular attention is paid to the identification of requirements of a CRM-system that contribute to an increase in the acceptance of the users.
About the author:
Martin A. Moser studied Industrial Engineering and Sales Management at the University of Applied Sciences Wiener Neustadt and the Thompson Rivers University in Canada after completing his training at the HTL Mödling (Electronics and Telecommunication Engineering). In addition to his professional activities in Technical Key Account Management and Corporate Development in the packaging industry, he accomplished academic training in Financial Management at Middlesex University London and a PhD-Programme in International Economic Relations and Management at the University of Sopron.
Author(s): Martin A. Moser
Series: Gabler Themes
Publisher: Springer Gabler
Year: 2021
Language: English
Pages: 145
City: Wiesbaden
Acknowledgments
Abstract
Contents
List of Figures
List of Tables
1 Introduction
1.1 Problem Statement
1.2 Objectives
1.3 Research Gap and Research Questions
1.4 Methodical Approach
1.5 Thesis Structure
2 Literature Review
2.1 General Observations
2.2 Distinction of Terms
2.2.1 Relationship Management
2.2.2 Relationship Marketing
2.2.3 Customer Relationship Management (CRM)
2.2.4 Loyalty Management
2.3 Customer Relationship Management
2.3.1 Definition
2.3.2 Competitive Advantages
2.3.3 CRM in B2B-Environments
2.3.4 Implementation of Competitive Strategies
2.3.5 Requirements for the Implementation of Competitive Strategies
2.3.6 Conceptual Framework
2.3.7 Goals of the CRM-Approach
2.3.8 Industry 4.0 and Social CRM
2.3.9 Summary
2.4 CRM-Systems
2.4.1 Definition
2.4.2 Objectives
2.4.3 Components and Functionalities
2.4.4 Organizational Prerequisites
2.4.5 Technological Prerequisites
2.4.6 Instruments and Functionalities of CRM-Systems
2.4.7 Implementation of CRM-Systems
2.4.8 Summary
2.5 Economic Effects of CRM
2.5.1 Effects on Corporate Success and Firm Performance
2.5.2 Customer Proximity
2.5.3 Customer Satisfaction
2.5.4 Customer Retention
2.5.5 Effects on Economic Value
2.5.6 Efficiency Criteria of CRM-Systems
2.5.7 Summary
2.6 Acceptance Theory
2.6.1 Definition
2.6.2 Dimensions
2.6.3 Acceptance of Business Information Systems
2.6.4 Acceptance Models
2.6.5 Influencing Factors of Acceptance
2.6.6 Summary
2.7 Packaging Industry
2.7.1 Characteristics
2.7.2 Particularities
2.7.3 Summary
3 Methodology
3.1 Objectives
3.2 Qualitative Research
3.2.1 Survey Methodology
3.2.2 Evaluation Methodology
3.3 Quantitative Research
3.3.1 Survey Methodology
3.3.2 Evaluation Methodology
4 Empirical Studies
4.1 Qualitative Research
4.1.1 Execution
4.1.2 Results
4.2 Quantitative Research
4.2.1 Execution
4.2.2 Results
5 Interpretation and Discussion of Results
5.1 Main category: “requirements”
5.2 Main category: “benefits”
5.3 Main category: “profit”
5.4 Main category: “problem”
5.5 Main category: “efficiency”
5.6 Acceptance
6 Summary and Conclusion
7 New Scientific Results and Future Research
7.1 New Scientific Results
7.2 Future Research
Biography of the Author
General Information
Professional Career
Education
Honours
Bibliography
Information on Supervisor
Education
Academic Responsibilities
Publications
Academic Honours
Bibliography
