publication . Bachelor thesis . 2008

The Link between Internal Marketing and Customer Relationship Management : A Case Study of one Nordea Call Center in Sweden

Stenbeck, Joakim; Cabander, Robin;
Open Access English
  • Published: 01 Jan 2008
  • Publisher: Uppsala universitet, Företagsekonomiska institutionen
  • Country: Sweden
Abstract
Purpose: The purpose of this thesis is to increase the understanding of the link between internal marketing and customer relationship management by conducting a case study of one Nordea call center. Background: Keeping existing customers is less expensive than acquiring new ones. Nowadays, up to sixty percent of marketing budgets are being dedicated towards retaining customers. So forth customer relationship manage-ment is slowly beginning to penetrate the banking industry as sustaina-ble relationships between organizations and their customers are becom-ing more evident. Theory: The case study is based on an internal marketing model by Bansal et al. (2001) which...
Subjects
free text keywords: Customer Relationship Management, Nordea, Services Marketing Triangle, Internal Marketing and Focus Groups, Business studies, Företagsekonomi
Related Organizations

Figure 1 - Services Marketing Triangle ............................................................................7 Figure 2 - Internal Marketing............................................................................................9 Figure 3 - Linking Internal Marketing to Customer Relationship Management.............12 Figure 4 - Internal Marketing and use of CMS at a Nordea Call Center .......................25 Kotler, P., Armstrong, G., Saunders, J., Wong, W. (2002). Principles of marketing (3rd European ed.). Harlow: Pearson Education Limited.

Lewis, B., & Entwistle, T. (1990). Managing the service encounter: a focus on the employee. International Journal of Service Industry Management. 1(3), 41-52.

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