Beruflich Dokumente
Kultur Dokumente
No
Year of
Publication
2008
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8
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15
Customer Relationship
Management in Electronic
Markets
Author
Journal Name
Journal of Relationship
Marketing
Journal of Relationship
Marketing
Journal of Relationship
Marketing
Journal of Marketing
Management
Baohong Sun
Marketing Science
Journal of Marketing
Journal of Organizational
Computing and
Electronic Commerce
Research Question
A general overview
and framework of the opportunities provided by each form of
Internet relationshipbuilding approach, a suggested implementation process for
exploiting
these opportunities, and the specific business, product, and
market conditions that facilitate these potential advantages
This study
examines the factors that influence the successful
deployment of CRM applications, with particular
emphasis on those factors which are distinct from
other areas of application. Using the analytic
induction method, success factors were derived
from five in-depth case studies
Focus is on
discussing new possibilities for CRM and its implications
for marketing models.
Key Variables
Findings
Application of
CRM involves predictions of customer acquisition,
retention, and development probabilities, forecast
of
future revenues, development of customer demand
and preference, firm learning and solution of
marketing
interventions in a dynamic setting.
The
results show that relational informationprocesses
play a vital role in enhancing an organization's
customer relationship performance. By moderating
the influence of relational information processes on
customer relationship
performance, technology used for CRM performs an
important and supportive role.