| Abstract [eng] |
The thesis covers relationship management of customers from different cultures. The processes of globalization and internationalization established a significant choice of possibilities for a customer both in local and international markets. Many companies in the 21st century compete on the global level trying to adapt to the requirements of consumers. This influences the changes in business sector because a client is treated as a real wealth of a company. In this context the management of the relationship among customers from different cultures is gaining even a more significant meaning. The main reasons are as follows: an increasing competing among companies, a technological advancement and a changing behavior of consumers. The offering of international service and the management of relationship is a complicated process which can be influenced by different cultural dimensions. Companies wishing to be active in quickly changing markets and markets of intense competitions, must be aware of the management and establishment of the relationship among customers from different cultures. However, in most cases companies experience a number of difficulties which are partly caused by a lack of knowledge and a shortage of research in the field of the influence of client cultural differences on the management of relationship and service understanding. The object of the thesis is the relationship management of customers from different cultures in UAB West Express. The aim of the thesis is to reveal the peculiarities of the management of the relationship among customers from different cultures on the basis of tourist company UAB West Express. Four goals have been defined with the intention to achieve these aims. The first one was connected with the overview of the topic of management research of the relationship of service organization with customers. The second goal had the intention to analyse the management of the relationship of service organization with customers on the basis of theoretical aspect. The third goal was to examine the management practice of the relationship of tourist agency UAB West Express with customers from different cultural backgrounds. The fourth goal is orientated to foresee the guidelines of improvement of the relationship management with customers of different cultures in the tourist agency UAB West Express. The results of the thesis are presented below. The analysis of research management of the relationship of service organization with customers revealed that the number of researches in this sphere is limited. The management of client relationship does not have a general definition. Some authors in scientific literature connect it with IT, usage of software, others define it as a strategy or a part of it. The concept of culture also has a great variety of meanings and can be used in many diverse contexts. In the process of empiric research the results are connected with the idea that the diversity of cultural rules and the differences of values have an enormous effect on service suspense, understanding and evaluation or even on the behaviour of customers. In fact, certain coincidences of cultural dimensions among states, where UAB West Express has both successful and unsuccessful experience dealing with client management, were identified. The company has an existing management of the relationship with clients system of focusing on the main aims such as attracting new clients and intending to keep the present ones, better understanding clients of different cultural backgrounds, improving the quality of service. A successful management of the relationship of clients is influenced by proficiency, attention to a single client, knowledge, experience and intelligence. UAB West Express is increasingly focusing on the management of the client relationship and individualized service. The complexity of the management of the relationship with clients of different cultural backgrounds is the result of: influence of different values on the understanding of service, habits of clients‘ service reception and habits of purchase, the lack of knowledge about the importance of cultural diversity and the influence of the establishment of client relationship. |
