Customer relationship management e performance di marketing : modelli di previsione e caso pratico

This work aims to analyze the impact of technology on relationships inside of the supply chain. In order to do this, the author adopts the Relationship Marketing theory by David Ballantyne. Consequently, He studies Customer Relationship Management (C.R.M.) from different point of views: Supplier, Sales Agent and Customer. A study is conducted to verify if C.R.M. can help to make predictions about performance when shifting from Distributors to direct sales. In order to do this, the stochastic method by Fader is used within a different setting such as health service, with a different metrics such as Share of the Wallet. In addition to this Customer Metrics, the researcher has studied Customer Lifetime Value and Return on Customersm also. The thesis is confirmed within a non contractual setting. A kind of supremacy of Share of the Wallet over the other Customer Metrics is supported. In the end, the author emphasizes a new conceptual framework for Marketing Resources allocation compared to Kumar’s one.