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Using Customer Relationship Management Software “CRM” to improve process efficiency

Customer relationship management (CRM) plays a crucial role in enhancing business efficiency within service-oriented industries, where customer engagement directly influences revenue and long-term sustainability. As companies grow, managing expanding operations manually becomes inefficient, necessitating automated solutions. CRM systems streamline business processes, optimize customer interactions, and improve operational efficiency. The evolution of CRM is shaped by technological advancements in data management and software tools, making it an essential component of modern business strategy.This study examines the implementation of the Dynamics 365 CRM system at SIA "Coca-Cola HBC Latvia" to assess its impact on business processes, customer engagement, and overall profitability. The research employs a case study methodology, analyzing the company's transition from a previous system to Dynamics 365. Through data analysis and process evaluation, the study highlights improvements in efficiency, automation, and customer relationship management. The findings contribute to understanding how CRM systems enhance business performance and provide strategic advantages in competitive industries.

Author: Artūrs Putāns

Supervisor: Nataļja Podoļakina

Degree: Bachelor

Year: 2025

Work Language: English

Study programme: Business and Management

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Improving the efficiency of SIA Ultramarine Services seafarers' recruitment company

The first part of the thesis compiles theoretical insights on the research topic, including operational efficiency, its evaluation, influencing factors, promotion possibilities, and the efficiency of the personnel selection process. The second part of the thesis is dedicated to the characterization of the studied company, covering the company's main areas of activity and results, as well as describing the main business processes related to personnel selection. In the third section, a practical study is conducted on the efficiency of the company's operations and the sailor selection process. It includes an analysis of the company's performance indicators, a comparison with industry averages, and an analysis of survey results. Based on the research findings, recommendations are provided to the company with the aim of improving its efficiency.

Author: Darja Guseva

Supervisor: Genadijs Gromovs

Degree: Professional Bachelor

Year: 2024

Work Language: Latvian

PREDICTIVE ANALYTICS FOR ONLINE CASINO REVENUE IN THE AUSTRALIAN MARKET.

This thesis investigates the influence of economic indicators and weather conditions on online slot machine gambling habits and revenues in Australia. By reviewing the interplay of GDP, CPI, and unemployment rates, the study uncovers their impact on gambling behaviors, revealing that a healthier economy boosts gambling expenditures while financial strain reduces participation. Weather's impact was minimal, likely due to the indoor nature of gambling. Predictive models, including Multiple Linear Regression, ARIMAX, and SARIMAX, were developed and evaluated. ARIMAX and SARIMAX models proved more accurate for predicting gross gaming revenue and winning bets, capturing seasonal and external influences effectively. This research provides insights for policymakers and industry stakeholders, emphasizing the need for localized studies to better understand these dynamics and improve strategic planning in the gambling sector. Future work should focus on expanding datasets and incorporating diverse economic and weather patterns to enhance predictive accuracy and industry applicability.

Author: Jānis Želannovs

Supervisor: Nadežda Spiridovska

Degree: Master

Year: 2024

Work Language: English

Study programme: Computer Sciences

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EVALUATION OF SIA "FARITOUR" ACTIVITY ON THE MARKET OF TOURIST SERVICES

This bachelor thesis studies the Latvian tourism market and analyses the company, including the following main aspects:1. Study of the activity of the chosen company.2. Marketing strategies: Evaluate the marketing strategies used and their impact on the attractiveness of the company to potential customers.3. Business performance: Assessment of key business performance indicators.4.Development opportunities.The aim of this bachelor thesis is to analyse and evaluate the performance of a travel agency in order to determine the effectiveness of planned changes and their impact on the company's positioning in the tourism market, as well as to identify opportunities for the development of the travel agency and to determine the factors that will influence these results. The research methodology includes a literature review and the collection and analysis of company data, as well as the application of various financial methods and ratios to assess the company's financial position and prospects. The results obtained will allow conclusions to be drawn on the current situation and development prospects of Faritour Ltd, and recommendations to be made for optimising its financial performance.

Author: Ksenija Strazdiņa

Supervisor: Ilze Sproģe

Degree: Bachelor

Year: 2024

Work Language: Latvian

Study programme: Business and Management

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Analysis of changes in consumer behavior and their impact on business model improvement

Bachelor thesis “Analysis of changes in consumer behavior and their impact on business model improvement”. Author: Margarita Lazuta. Scientific supervisor: Mg. oec., lecturer Oksana Skorobogatova.Thesis for the Bachelor's degree in “Business and Management”. The thesis contains 67 pages, 28 images, 4 tables, 56 literature sources were used and there are 2 appendices.In the firth part are overviewed the most popular business models and consumer behavior trends from the theoretical point of view.In the second part were researched the economic indicators of the catering market in Latvia. A survey was done to study consumer needs and were overviewed the marketing strategies which are used by public catering companies in Latvia.The third part were analyzed the company’s “Lage Ltd SIA” and their restaurant “Gan Bei” formation and development.In the fourth part author propose new strategy for to improve the company’s “Lage Ltd SIA” in the restaurant “Gan Bei” already existing business model by adapting it to consumer preferences.In the end of the paper, the conclusion of the research result described and are offered recommendations to the company to improve existing business model to better meet consumer needs.

Author: Margarita Lazuta

Supervisor: Oksana Skorobogatova

Degree: Bachelor

Year: 2024

Work Language: Latvian

Study programme: Business and Management

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