Relationship marketing in Marknadsdata Information AB : analysis of relationship marketing in Marknadsdata Information AB

AbstractTitle: How Marknadsdata information AB works with relationship marketingLevel: Final Thesis for bachelor degree in Business AdministrationAuthor: Randip ChoudhurySupervisor: Dr. Aihie OsarenkhoePurpose: The purpose of this thesis is to examine how Marknadsdata information AB workswith their relationship marketing, and examine possible gaps between their strategy andimplementation of their relationship marketing. This study aims to provide insights on thecore components of CRM and the implementation of CRM strategy.Methodology: I have used primary data for this study by doing, interviews with ChristerJönsson at Marknadsdata AB to get his insight view of how the company operates to be ableto answer the purpose of this thesis which is to find out if there are any gaps in the way howMarknadsdata AB operates its business and how it resembles or differs with Donaldson’smodel. The secondary data I have used for this research is mainly from the Internet, articlesand literatureFindings: Marknadsdata information AB will not be successful on their market if they don’twork with their relationship marketing strategy. They have to keep in touch with customers,respond to the trends in the market and, in particular, to the changing demands of customers.For Marknadsdata information AB it’s important with relationship marketing both internallyand externally. Internal service quality for the company is about employee satisfaction whichultimately effects externally to customer satisfaction. By creating value to employees they cancreate value to customers.Research conclusions: Companies will not be successful on the market until they developtheir relationship marketing strategy. Companies need to keep in touch with customers,respond to the trends in the market and, in particular, to the changing demands of customers.Practical implications: By working with research and evaluating customers’ needs, which Ifound will reflect their future business. I think it’s also important that the management at thecompany works with employee’s on a regular basis. If the company doesn’t work with marketresearch and other customer generating mechanisms I think that the company is going to havedifficulties with their relationship work and to be able to make business at their market area.Value: The study shows customer relationship marketing strategy as a key to operate businessand implementing it in the organization. This thesis contributes a deeper understanding in thesubject relationship marketing.Keywords: Customer relations, Customer service management, Relationship marketing,Cross-functional integration, Management strateg