| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 100 === This study is motivated because there are few studies dealing with a multi-nation, cross-cultural comparison of ethnic roles and creative strategies in advertising agencies in these countries. Therefore, this study wants to compare the CRM performance of different countries agencies, doing this it will enhance the flexibility and responsiveness to customer needs, also improve customer contact service and channel options, and the main contribution to the agencies is that they are going to reduce cost and increase profitability. It is important to compare the performance of these three countries because doing this we will know who has a better customer service performance, then the other agencies could realize what area they are failing.
Data collected through surveys done to experts from three different countries shows the result from performance comparison among the three countries. This proposed thesis extracts data from a combination of literature review, surveys and interviews from top managers in marketing. We use the ANP approach and the Superdecisions software to analyze the surveys.
This study contributes by building a CRM for advertising agencies in Central America. Also this study helps to reinforce the strengths in the customer relationship performance and help to improve some weakness in the others countries.
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