pdf: Final Graduation Research Thesis

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Final Graduation Research Thesis

Over the years, researchers have proven that there is a growth of Customer
Relationship Management (CRM) software usage among the companies and
organisations from all over the world. CRM software is a technology used by many
companies to improve their relationships with their customers and their business
performances. Recently, there is a new updated version of the software called
SubscriberCRM. ASTP, the leading European knowledge transfer association is one
of the companies that use CRM software to manage their membership management
process. There are many other sub-companies or sub-clients involved in this study.
These companies also use the software to manage memberships. The aim of this
research is to investigate the effectiveness of SubscriberCRM to improve all clients’
membership management process with the features available within the tool. In order
to do so, following sub-questions were developed. The sub-questions include the
investigation of staff members’ experiences of using the SubscriberCRM software, the
advantages of SubscriberCRM and the disadvantages of the software. This research
included a mixed method approach. To answer research questions and sub-questions,
semi-structured interviews were conducted with five ASTP’s staff members obtained
by Convenience Sampling. In addition, online questionnaires were given to the subclients to gather more information. Findings of this study were analysed using
adaptation of Ang and Buttle (2006)’s CRM software performance ROI model. In
general, the findings showed that SubscriberCRM satisfies ASTP staff members and
provides a lot of advantages. SubscriberCRM does aid ASTP’s membership
management process. This research is useful especially to other event companies
especially non-profit associations that can benefit from using the software to manage
membership processes.

Keywords: CRM; SubscriberCRM software; Membership Management Process; Staff
Members’ Satisfaction; Software Performance

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The Effectiveness of SubscriberCRM in Aiding ASTP Membership Management Process.pdfThe Effectiveness of SubscriberCRM in Aiding ASTP Membership Management Process.pdf

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2020-08-09
21:18

2021-02-11
00:09

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