B. Kheyri; M. Mardi; Z. Mahzoun
Volume 1, Issue 2 , July 2012, , Pages 58-71
Abstract
Due to recent advancements in information technology and communication, Electronic Customer Relationship Management has drawn the attention of many firms to achieve competitive advantages. Despite the increasing importance given to understanding their customers better, organizations find inconsistencies ...
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Due to recent advancements in information technology and communication, Electronic Customer Relationship Management has drawn the attention of many firms to achieve competitive advantages. Despite the increasing importance given to understanding their customers better, organizations find inconsistencies between information technology and the existing marketing strategies, when they come to decide upon implementing e-CRM, as well as lack of theoretical backgrounds for developing success measures in this domain. Therefore, this study deals with describing a model for successful e-CRM, using variables such as customer information quality, technology system, efficiency, customer satisfaction, and profitability. These constructs cover most of variables and concepts presented yet in theories of successful information systems and views about customer satisfaction. Ample empirical evidence is gained through this research from analyzing the outcomes of 309 questionnaires distributed to employees and customers of some automobile manufacturers having established e-CRM. The results of this study may open up new ways of applying concepts and relationship-oriented marketing models and e-CRM in automobile industry.
S.K. Kamali; R. Zhilakzadeh Dezfouli; M. Mardi
Volume 1, Issue 1 , June 2012, , Pages 29-41
Abstract
CRM or customer relationship management is a continuous process consisting of creating and applying knowledge and market intelligence to establish and maintain the relationships with customers that have the most efficiency. The customer relationship management (CRM) software is an important application ...
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CRM or customer relationship management is a continuous process consisting of creating and applying knowledge and market intelligence to establish and maintain the relationships with customers that have the most efficiency. The customer relationship management (CRM) software is an important application in e-commerce. The concept of customer relationship management has come into the consideration in today's world. Nowadays, the organizations put their customers in the heart of all their activities, and their marketing and sales strategies are being revised based on this. On the other hand, it should be kept in mind that the most crucial concern of all today firms and enterprises can be recognized as how to communicate with the customers and the customer relationship management. Today's organizations consider themselves committed to provide the bests for their customers, and the goal of customer relationship management is to develop permanent and long-term dependencies between company and customers. Sometimes even the CRM is known as a customer-oriented strategy that deals with the most valuable assets of a business, which are the customers. Two important influencing factors on the performance of customer relationship management include the customer' profile and the customer participation.
