Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/7808
Título: QR-code impact on CRM
Autor: Chorão, Joana Isabel Ramos
Orientador: Amaral, Paulo Cardoso do
Data de Defesa: 2011
Resumo: This dissertation aims to explain how quick response codes can obtain customer information and which are the implications of using it on customer relationship management. Moreover, this work analyzes the influence of acquiring information in real time. The methodology is based on an empirical research of the concepts in analysis, Quick Response Codes, Customer Relationship Management and Contextual Marketing, separately. Therefore, it is possible to conclude that there is a possible connection between these concepts. On Collaborative CRM, QR-codes influence positively, eCRM, virtual shop and improve customer interaction center performance, while helping direct call guides, automate pre-selection and product selection. Operational CRM function is positively influenced by QR-code on marketing automation (including campaign planning, campaign execution and campaign controlling) and service automation constituted by sales force support and product configuration. On campaign planning, it is concluded that QR-code is a contextual marketing tool to CRM to use because it is next to the consumer, when he/she wants and needs, presenting the right information. It is also relevant to mention the positive impact on Analytical CRM, where QR-code information is an input to marketing analysis, sales analysis and service evaluation. To conclude QR-code is a valuable information source to Customer Relationship Management and it is a communication tool which can be used by CRM functions.
URI: http://hdl.handle.net/10400.14/7808
Aparece nas colecções:FCEE - Dissertações de Mestrado / Master Dissertations
R - Dissertações de Mestrado / Master Dissertations

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