Customer Relationship Management (CRM):A case study for Vietnam Petroleum Corporation, regional branch V
碩士 === 樹德科技大學 === 經營管理研究所 === 101 === Customers are becoming more important and are key resources to the success of the enterprise. Customers bring in revenue and profit for the enterprise, and customers who bring in business information, such information is necessary for the existence and can make...
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| Format: | Others |
| Language: | en_US |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/12428536235036268736 |
| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 101 === Customers are becoming more important and are key resources to the success of the enterprise. Customers bring in revenue and profit for the enterprise, and customers who bring in business information, such information is necessary for the existence and can make a business successful. This research examines Customer Relationship Management (CRM), from the perspective of strategy formulation and implementation. We review the origins and role of CRM and highlighting the importance of adopting a cross-functional approach to CRM strategy formulation. We examine alternative approaches to CRM strategy development and, using a quantitative research approach through the questionnaire. We identify four critical implementation components of a successful CRM program and examine these in the context of key cross-functional CRM processes in the Vietnam Petroleum Corporation – regional branch V. The results show that the company should consider the CRM system as a strategy of the company. Especially the company should have the experience and well-trained employees, and complete information system.
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