| Abstract [eng] |
The aim of the Master's thesis is to reveal the effective organisation of the sales process that is focused on the long-term client relationship. The thesis analyses and systematises the concept of a long-term relationship and its significance, on the basis of which the definition of long-term relationship is constructed. The stages of sales process organisation are identified, which focus on the establishment of long-term client relationship (Griffin J., 2002). On each stage, the sales process organization elements are identified as well as their operationalisation, measures and techniques. The methodology part describes the method of action research and identifies the significance of such research by performing management research. In addition, the course of the research is presented including the essential information on the results of the empirical part, which helps the reader to further understand the significance of each elements, measures and techniques. The empirical part of the thesis presents the analysis performed on the sales process organisation that focuses on long-term client relationship as well as relevant elements, measures and techniques, that is based on the information collected in the action research. The analysis in the empirical part of the thesis presents the conclusions and recommendations. The main conclusions are the following: the first purchase as well as the succeeding course of sales process organisation is mostly impacted by the recommendations of existing clients, the dissatisfaction of a client with the current provider and client's arrival to the seller to inspect the equipment as well as the fact that the support provided to a client throughout the process of the first purchase is the most effective measure in ensuring the succeeding purchases and the development of sales process organisation. |
