FöRFATTARE
Mohiuddin Ahmed, Tariq

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
The purpose of this thesis was to explore the how the SME’s manage customer relationships. In this research two case studies were performed, where personal interviews were conducted with the marketing managers of the SME’s. The empirical study showed the SME’s in consideration are actively seeking long-term customer relationships with their customer. These firms also had customer retention, loyalty and profitability as their end goals. The investigation also showed the importance of Internet and ICT for relationships and it was found that ICT for crucial for the business processes of these firms.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/087--SE / NR 2005:087