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  • Peculiarities of Customer Experience Management of a Global Retail Company in Different Countries: the Case of IKEA in Sweden and Russia

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Aleksandra Sergeeva
Peculiarities of Customer Experience Management of a Global Retail Company in Different Countries: the Case of IKEA in Sweden and Russia
International Business
(Master’s programme)
2019
Вступление

Глава 1 «Теоретические основы управления клиентским опытом»

- Обзор теоретических аспектов опыта клиентов

- Обзор теоретических аспектов CEM

- исследования CEM в контексте глобальной розницы

Глава 2 «Особенности управления клиентским опытом в глобальной рознице»

- Анализ мирового розничного рынка

- практика CEM, применяемая в глобальных розничных компаниях

- Сравнительный анализ практик CEM, применяемых IKEA на рынках Швеции и России.

Глава 3 «Выводы и рекомендации»

- Выводы об особенностях CEM в контексте глобальной розницы

- Рекомендации для ИКЕА в Швеции и России

- Рекомендации для будущих исследований

Vstupleniye

Glava 1 «Teoreticheskiye osnovy upravleniya kliyentskim opytom»

- Obzor teoreticheskikh aspektov opyta kliyentov

- Obzor teoreticheskikh aspektov CEM

- issledovaniya CEM v kontekste global'noy roznitsy

Glava 2 «Osobennosti upravleniya kliyentskim opytom v global'noy roznitse»

- Analiz mirovogo roznichnogo rynka

- praktika CEM, primenyayemaya v global'nykh roznichnykh kompaniyakh

- Sravnitel'nyy analiz praktik CEM, primenyayemykh IKEA na rynkakh Shvetsii i Rossii.

Glava 3 «Vyvody i rekomendatsii»

- Vyvody ob osobennostyakh CEM v kontekste global'noy roznitsy

- Rekomendatsii dlya IKEA v Shvetsii i Rossii

- Rekomendatsii dlya budushchikh issledovaniy

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