Michelle, Nastassja and Galinium, Maulahikmah and Mashudi, Mulya R. (2021) Development, Deployment, and Implementation of a Referral Marketing System for a Collaboration between an E-Commerce and an Online Marketing Platform Start-Up. Masters thesis, Swiss German University.

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Abstract

The online marketing platform start-up was founded in 2019 as a marketplace for promotions. It utilizes the concept of referrals, where users will earn rewards for every successful recommendation they make. The ecommerce in Singapore aims to differ from other ecommerce services in Singapore while targeting the top 20% of Singaporean citizens. Consequently, it requires a lot of marketing effort to attract consumers in terms of money and time. Thus, the purpose of the collaboration between the two companies is to minimize the effort while obtaining high performance. The objective of this research is to study whether implementing the online marketing platform system into the ecommerce workflow will result in high marketing performance in terms of financial performance and customer satisfaction. The development and deployment phase utilizes Agile, and both performances are measured using a financial performance and an E-Satisfaction framework respectively. In the end, the collaboration proves successful by comparing the performances before and after, where the financial performance and customer satisfaction are higher in the latter. For instance, the ROI before was 58.68%, and with the system is 86.33%, which is nearly twice, and the profit is increased by 85%.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Referrals, Marketing, Collaboration, Financial Performance, Customer Satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5548 Electronic commerce T Technology > T Technology (General) > T58.5 Information technology
Divisions:	Faculty of Engineering and Information Technology > Department of Information Technology
Depositing User:	Faisal Ifzaldi
Date Deposited:	05 Jan 2022 16:32
Last Modified:	05 Jan 2022 16:32
URI:	http://repository.sgu.ac.id/id/eprint/2297

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