CUSTOMERS RELATIONSHIP MANAGEMENT AND QUALITY
(objectives)
The course studies (1) consumer behavior, (2) consumer decision process, (3) customer satisfaction, (4) and customer loyalty (5) perceived quality. The understanding of these dimensions is important and useful for enterprises and institutions which operate in the market. The course studies also : (1) CRM, (2) Customer experience and (3) manage networks to improve customer relationship management performance. Synthesis of the course 1. Relationship between quality / customer satisfcation / loyalty and analysis of consumer behavior: Expected Quality and perceived quality: ISO 9001 and customer, customer satisfaction and customer loyalty; Consumer behavior different approaches; Quality and customer satisfaction in the services - Servqual; Dynamic Model of Customer Loyalty 2. Tools for measuring quality, satisfaction, loyalty and analysis tools in consumers' behavior: Tools Quantitative / Qualitative; the questionnaire, the focus groups; Regression models; correlation; Cluster Analysis, AID, QFD 1) Knowledge and understanding skills. Understand the quality factors which influence consumer behavior and contribute to their satisfaction. 2) Ability to apply knowledge and understanding. Learning the basic tools, both quantitative and qualitative, necessary for customer satisfaction / customer loyalty analysis. 3) Autonomy of judgment. Know how identify the key quality factors which influence consumer behavior, their satisfaction, and know how to implement this factors in all firms, both product and service sectors. 4) Communication Skills. Ability to transfer data obtained from the application of measurement tools to reports. 5) Learning Skills. Ability to know how to analyze the data obtained from both the relevant studies and the practical application of measuring tools, and transfer the results in strategic planning for the firms.
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Code
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13886 |
Language
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ITA |
Type of certificate
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Profit certificate
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Credits
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8
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Scientific Disciplinary Sector Code
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SECS-P/13
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Contact Hours
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48
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Type of Activity
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Core compulsory activities
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Teacher
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SILVESTRI Cecilia
(syllabus)
The course studies (1) consumer behavior, (2) consumer decision process, (3) customer satisfaction, (4) and customer loyalty (5) perceived quality. The understanding of these dimensions is important and useful for enterprises and institutions which operate in the market. The course studies also : (1) CRM, (2) Customer experience and (3) manage networks to improve customer relationship management performance. Synthesis of the course 1.Relationship between quality / customer satisfaction / loyalty and analysis of consumer behavior: Expected Quality and perceived quality: ISO 9001 and customer, customer satisfaction and customer loyalty; Consumer behavior different approaches; Quality and customer satisfaction in the services - Servqual; Dynamic Model of Customer Loyalty (12h) 2.Tools for measuring quality, satisfaction, loyalty and analysis tools in consumers' behavior: Tools Quantitative / Qualitative; the questionnaire, the focus groups; Regression models; correlation; Cluster Analysis, (6h) 3.Introduzione al CRM, definizione e tipologie (acquisizione di nuovi clienti, retention, creazione di valore per il cliente) (30h)
(reference books)
Buttle, F. (2008). Customer relationship management. Routledge. https://moodle.unitus.it/moodle/course/view.php?id=2943
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Dates of beginning and end of teaching activities
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From to |
Delivery mode
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Traditional
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Attendance
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not mandatory
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Evaluation methods
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Written test
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