Osmanova, Alyona (A.A. 2023/2024) How dynamics of customer relationship management shape relationship between company and customer. Tesi di Laurea in Omnichannel approach to retailing, Luiss Guido Carli, relatore Angelo Baccelloni, pp. 77. [Master's Degree Thesis]

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Abstract/Index

Literature review. What is CRM. Evolving landscape of CRM dynamics. CRM and dynamics of customer relationships. Empirical studies on the benefits of CRM. Research gaps. Research questions. Theoretical framework. Research objectives. Conceptual definitions. Methodology. Research context. Research design. Interview design. Participant selection. Data collection procedures. Data analysis. Ensuring validity and reliability. Limitations. Data analysis and results. CRM and customer engagement. Trust and transparency in CRM. CRM enhancing customer satisfaction and loyalty through communication. Research question 1: does CRM improve engagement of customers? Research question 2: does trust and transparency influence customers to share their data? Research question 3: does CRM enhance customer satisfaction and loyalty by enhancing communication with customers?

References

Bibliografia: pp. 72-77.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Omnichannel approach to retailing
Thesis Supervisor:	Baccelloni, Angelo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	22 May 2025 12:45
Last Modified:	22 May 2025 12:45
URI:	https://tesi.luiss.it/id/eprint/42207

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