This thesis studies Customer Relationships Management (CRM) in Fashion companies for men. The business approach CRM arose in the late 1990s from the principles of relationship marketing and it became a well used strategy by managers within all types of industries (Stone, 2004). This strategy contains three main areas; technical solutions, IT and Internet solutions and an approach to manage customer relationships (Payne, 2006). CRM as an approach to manage customer relationships is seen as an attitude and a value that is placed in businesses and relationships between companies and their customers in order to improve customer value, increase profitability and maximize shareholder value (Roberts-Phelps, 2001).
Method: A hermeneutic and an abductive approach have been used throughout this thesis, while a case study was performed. In order to fulfill the purpose of this thesis, five semistructured interviews were conducted with managers, at different hierarchical levels, and salesclerks of the chosen case company.
Theories: The theoretical areas that were used in this thesis consisted of theories regarding Customer Relationship Management, Fashion management, Customer-supplier relationships, Consumer behavior, Customer satisfaction, Communication in Fashion etc.
Contents
1 INTRODUCTION
1.1 BACKGROUND
1.2 PROBLEM DISCUSSION
1.3 PURPOSE
1.4 CONTRIBUTION
1.5 DELIMITATIONS
1.6 DEFINITIONS
1.7 OUTLINE OF THE THESIS
2 METHODOLOGY
2.1 THEORY OF SCIENCE
2.1.1 Paradigm
2.1.2 Methodological approach
2.1.3 Subjectivity and grounds of facts
2.2 METHOD
2.2.1 Abductive approach
2.2.2 Qualitative research
2.2.3 Choice of company
2.2.4 Case study
2.2.5 Data collection and data compilation
2.2.6 Design of the interview guides
2.2.7 Choice of literature
2.2.8 The development of the study
2.3 TRUSTWORTHINESS
2.4 METHOD CRITICISM
3 CRM & FASHION MANAGEMENT
3.1 CUSTOMER RELATIONSHIP MANAGEMENT
3.1.1 Trust, Commitment & loyalty
3.1.2 When does a relationship exist?
3.1.3 Strategic perspectives in CRM
3.1.4 The customer strategy
3.1.5 Customer satisfaction in CRM
3.2 FASHION MANAGEMENT AND CRM
3.2.1 Finding a balance through market orientation & key customers
3.2.2 Gaining knowledge through close relationships
3.2.3 Relational benefits
3.2.4 Communication
3.2.5 Brand identity
3.2.6 Men’s consumer behavior
4 EMPIRICAL FINDINGS
4.1 JACK & JONES
4.2 IMPORTANT ASPECTS OF CRM IN JACK & JONES
4.2.1 Relationships
4.2.2 Satisfaction
4.2.3 Offering more than products
4.2.4 Communication
4.2.5 Additional aspects
5 ANALYSIS
5.1 CUSTOMER-SUPPLIER RELATIONSHIP IN FASHION COMPANIES FOR MEN’S WEAR
5.2 IMPORTANT ASPECTS OF SEMI-INTIMATE RELATIONSHIPS IN FASHION COMPANIES FOR
MEN’S WEAR
5.2.1 Culture
5.2.2 Trust, Commitment & Loyalty
5.2.3 Employee satisfaction
5.2.4 Customer satisfaction
5.2.5 Adding value through benefits
5.2.6 Communicating the brand to male consumers
6 CONCLUSIONS
6.1 MANAGERIAL IMPLICATIONS
6.2 SUGGESTIONS FOR FURTHER STUDIES
LIST OF REFERENCES
Author: Antar, Joyce,Gholamifar, Donya
Source: Jönköping University
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