Master Thesis Online
Mémoire-projet
Copus, Louison 
Promotor(s) :
Standaert, Willem
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink : http://hdl.handle.net/2268.2/18874
Details
| Title : | Mémoire-projet |
| Translated title : | [fr] Gestion de la rétention des clients B2B : Une étude de cas d'une e-plateforme dans l'industrie automobile |
| Author : | Copus, Louison
|
| Date of defense : | 4-Sep-2023/8-Sep-2023 |
| Advisor(s) : | Standaert, Willem
|
| Committee's member(s) : | Lederer, Thomas
Szabo, Bianca |
| Language : | English |
| Number of pages : | 41 |
| Keywords : | [fr] key account management [fr] retention [fr] loyalty [fr] change management |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Student |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sales management, à finalité spécialisée |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[fr] This Master Thesis aim to address the challenge of retention within a business-to-business set up.
A literature review will explore the concepts of retention, loyalty, Key Account Management with particular attention to Change Management.
A qualitative data collection will be lead in the form of a case-study approach, aiming to identify pain points needing to be addressed from a structural point of view.
Finally, the Master Thesis will consider Key Account Management as a possible approach to improve retention and some guidelines will be provided on how to successfully implement the change.
File(s)
Document(s)
s206149Copus2023.pdf
Description:
Size: 1.3 MB
Format: Adobe PDF
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