Customer relationship management in ride-hailing companies: case mytaxi (Intelligent Apps GmbH)
Kurlenko, Polina (2019)
Saimaan ammattikorkeakoulu
2019
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201901301691
https://urn.fi/URN:NBN:fi:amk-201901301691
Tiivistelmä
The purpose of the study was to understand how customer relationship management is organized in the ride-hailing industry. The author strived to provide a glance at the very fabric of CRM related activities such as customer segmentation and multichannel communication by using the case of the Germany’s leading ride-hailing company mytaxi.
The theoretical part concentrates on the study of general concepts of customer relationship management such as its emergence and development, different types of solutions, conceptual frameworks, and data evaluation techniques. The qualitative research method was used to answer the main question of the study. The information was gathered from reliable sources such as academic literature, scholarly articles, reports, mytaxi’s official website, as well as mytaxi’s marketing communication materials used by the company’s CRM team. The empirical research included a semi-structured interview with two CRM Marketing managers at mytaxi. Both respondents were interviewed at the same time to generate more information during the discussion. Enough empirical data was collected to deliver detailed and descriptive answers to the research questions.
All things considered, the results of the study not only provide a comprehensive overview of CRM communication methods and strategies used by ride-hailing companies but also emphasize the importance of CRM implementation, which is necessary for an effective competition on the market.
The theoretical part concentrates on the study of general concepts of customer relationship management such as its emergence and development, different types of solutions, conceptual frameworks, and data evaluation techniques. The qualitative research method was used to answer the main question of the study. The information was gathered from reliable sources such as academic literature, scholarly articles, reports, mytaxi’s official website, as well as mytaxi’s marketing communication materials used by the company’s CRM team. The empirical research included a semi-structured interview with two CRM Marketing managers at mytaxi. Both respondents were interviewed at the same time to generate more information during the discussion. Enough empirical data was collected to deliver detailed and descriptive answers to the research questions.
All things considered, the results of the study not only provide a comprehensive overview of CRM communication methods and strategies used by ride-hailing companies but also emphasize the importance of CRM implementation, which is necessary for an effective competition on the market.