by ; Mohamed Khalifa & Ning Shen
(Proceedings of the 38th Hawaii International Conference on System Sciences - 2005, pp 1-10)
Abstract
The proliferation of eCRM and its alarming failure rate call for a better understanding of the relationship between eCRM and its immediate objective: customer satisfaction. In this paper, we develop, operationalize and empirically test a temporal model explaining the relationship between three categories of eCRM (i.e., prepurchase, at-purchase and post-purchase eCRM) and online customer satisfaction at two phases of the customer lifecycle, i.e., attraction and retention. The results of a longitudinal survey of the online customers of hardware retailers provided strong support for the model and revealed the dominant role of pre-purchase eCRM in satisfaction formation at the attraction phase and the prevalence of post-purchase eCRM at the retention phase. Specific eCRM features are identified as satisfaction drivers, providing insights for important paradigm shifts.
Introduction
Until recently, most firms focused primarily on production, purchase and marketing. Their main concern was to provide products that satisfied their customers’ first needs. In the past, such an approach was sufficient for most firms to survive and generate revenues. Nowadays, however, customers are more demanding more knowledgeable, and require more attention. Increasingly, firms are shifting their focus to the customer, hence the rising importance of customer relationship management (CRM). With the rapid growth of electronic business and proliferation of Internet-based services, a new concept is born: eCRM. It encompasses all the processes needed to acquire, build and maintain customer relationship through e-business operations. Important CRM concepts such as customization, personalization, making the customer less passive and more active, many-to-many marketing are either enabled or made easier to implement with eCRM tools. In fact, CRM remains just a philosophy devoid of concrete actions if not for these enabling tools. For instance, it is hard to imagine how to make it possible for customers to interact with each other without an online ....
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si* (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
*Profil Lengkap, lihat (click) di sini
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