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英国留学生国际服装销售方面的英语硕士毕业参考文献格式-Customer service and refund

论文价格: 免费 时间:2012-09-10 10:20:58 来源:www.ukassignment.org 作者:留学作业网

英国留学生国际服装销售方面的英语硕士毕业论文范文参考- Customer service and refund policy in Chinese apparel retailers


您需要写作的论文具体信息如下:
论文题目:Literature Review: Customer service and refund policy in Chinese apparel retailers - an empirical investigation
论文语种:英文
您的研究方向:国际服装销售
是否有数据处理要求:否
您的国家:英国
您的学校背景:英国名校。排名15
要求字数:5000-6000
论文用途:硕士毕业论文 Master Degree
是否需要盲审(博士或硕士生有这个需要):否

As human stepping into a much more global and electronic century, the whole major industries has shifted from business focus to a customer center to meet the need of modern marketing, which results in rapid development and extension throughout world. Meanwhile, different experts, authors vary the considerable definitions and viewpoints with different fields and perspectives that some is praise and other is critique when CRM is sweeping over whole world.

Definition
CRM is abbreviated from the customer relationship management which appeared in the IT industry in the mid-1990s. Nowadays, CRM are academically referred as http://www.ukassignment.org/uklunwen/ a kind of relationship marketing in accordance with Parvatiyar and Sheth (2001). For the literal definition, CRM is concluded as a fruit relating to philosophy of relationship marketing, which is largely ignored in the literature, and the further development and exploration is in desperate need (Zablah, Beuenger, and Johnston 2003 ) While technology-based relationship marketing is more widely used to customer relationship management. Thus there are five major different definitions of CRM.
1. CRM represents the business strategy designed to promote profits, income and customer satisfaction (Ryals and Payne 2001). We can conclude that Ryals and Payne much more stress on the fact that customer relationship management is a kind of business strategy not a system, involving the whole enterprise not a single department, whose strategic aim is to promote profits, income and customer satisfaction.

2. CRM is a enterprise’s business policy that effectively organize enterprise sources by classing detailed customer information and is based on the center of developing customer so as to implement customer-focus business process, furthermore, customer relationship management take this means to promote the ability to gain profits, incomes and customer satisfaction (Khanna and Sunil, 2001). In accordance with the idea of Khanna, suncil, the implementation of CRM is based on one-to-one marketing for detailed customer (Don Peppers and Martha Rogers, 1993), thus it is not a slogan of customer-centric by well-organize and effective allocate source according to detailed customer. It reveal the mission of a company that business operation and process all center toward customer so as to promote profits, income and customer satisfaction.

3. CRM is kind of managing tactic centered on customer and take advantages of technology to redesign the business functions and  reform the work process (Kraft, Kevin J. 2000). This definition is elaborated from strategic perspective. Enterprise development strategy laid the foundation of managing tactic of CRM, which emphasis customer-focus replacing product orientation buy customer demand orientation. At the same time, modern technology contrives CRM implementation to be achieved. What is CRM? It redesigns business process and business processes reengineer which takes the advantage of high-tech and concentrate on customer. 

4. CRM means that enterprise adopts meaningful communication to understand and further influence customer behavior and consequently gain customers, maintain customers and gain profits for both customer and enterprise (Prahalad, C.K. and Venkatram Ramaswamy 2004). in this argument, we can see the sufficient emphasis on interaction between company and customer, which can make enterprise understand customers and take this as basic thing to influence customer behavior so as to realize company final goal. This is a great refute to the critic that CRM is in sever lack of strategic focus presented by Reinartz, Krafft, and Hoyer (2004).

5. CRM is the perfect combination of modern managing idea and technology, centering on customer and taking marketing group management as core, which is the platform for enterprise formed by business process and executive force (Sudharshan, D. and Ron Sanchez, 1998). In this definition, it comparatively complete to explain the function of CRM in a company and stress the combination of customer and group.

Components
Just owing to such various definition of CRM, there is an important problem that many authorities of companies and organization cannot adopt and use CRM sufficiently simply resulted by a great deal of confusion about CRM components (Hogan, John E., Katherine N. Lemon, and Roland T. Rust 2002). Therefore, components of CRM must be clarified, which is supported by Kale (2004).
In the study of Adrian Russell S. Winer (2001), they mainly clarify the major CRM components as seven parts, including creating activity debase about customers, http://www.ukassignment.org/uklunwen/ analyses of the database, customer selection, instruments for targeting the customers, developing and maintain relationship with the targeted customers, privacy issues and metrics for measuring the achievement of the CRM program. This study views different components by their different role in CRM.

For database about customer activity, it lays the foundation of the whole CRM which is of vital significance, which contains information such as purchase history, connection ways, satisfaction and response about detailed customers. Take analyses of these information into consideration, the study compares traditional methods with recent wide-used ways. To be more specific, traditional one always classed the customers by their intents (Rashi Glazer 1999), which will lead to a bit of discriminated analysis to group people with some similar purchasing behavior and a biased or wrong descriptive data so as to make enterprise adopt improper marketing strategy and product offering (Michel Wedel and Wagner A. Kamakura,

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