Title: | Gaining more Value of Customer Relationships in the Digital Business Environment |
Author(s): | Kukkonen, Elina |
Date: | 2016 |
Language: | en |
Pages: | 190 |
Department: | Aalto EE Aalto University Executive Education |
Major/Subject: | johtaminen (management) |
ISBN: | 978-952-60-6715-5 (electronic) 978-952-60-6714-8 (printed) |
Series: | Aalto University publication series BUSINESS + ECONOMY, 1/2016 |
ISSN: | 1799-4829 (electronic) 1799-4810 (printed) 1799-4810 (ISSN-L) |
Supervising professor(s): | Tikkanen, Henrikki, Professor, Aalto University, Finland |
Thesis advisor(s): | Salo, Jari, Professor, Oulu Business School, Finland |
Subject: | Consumption, Services, Management, Marketing |
Keywords: | customer relalationship management, customer value management, customer engagement, customer experience, social value, visitor value, online news channel, asiakashallinta, asiakasarvo, sitoutuminen, kokemus, marketing, markkinointi |
Controlled terms: | customer relalationship management, customer value, asiakashallinta, asiakasarvo, sitoutuminen, kokemus, marketing, markkinointi |
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Abstract:Digital business environment has amble of unexplored opportunities to engage with customers and to enhance future business. However, today customers are ever more networked online, and hold the power over consumption decisions not only on themselves but on many others. Existing customers can be valuable for the company from various perspectives. Thus, the thesis explores the value formation and management of customer relationships in online environment, from the perspective of the customer and the firm. The focus of the study is on exploiting research, data and analytics for customer value enhancement of the existing customer base. The thesis investigates the principles of Customer Value Management (CVM) in the online environment as means of gaining more value for the company from existing customer relationships. The focus is on exploring the value creation of customer relationships primarily from the perspective of the firm, but in terms of customer experience management, the study acknowledges also the value perceived by the customer in online relationships.
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Parts:[Essay 1] Kukkonen E. (2015). Customer Experience Management in online news channels. Submitted to Journal of Media Business Studies (2015). The full text of the essay is included in the pdf-file of the publication.[Essay 2] Kukkonen E. (2015). Organizing framework for customer value management in the online media relationships. Submitted to Marketing Management Journal (2015). The full text of the essay is included in the pdf-file of the publication.[Essay 3] Kukkonen E, Kajalo S. (2015). Measuring and Managing Customer Value: An Empirical Analysis of Monetary, Social and Visitor Value among Online News Channel Customers. Submitted to Journal of Media Business Studies (2015). The full text of the essay is included in the pdf-file of the publication. |
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