Authors:
Alireza Faed
;
Afsaneh Ashouri
and
Chen Wu
Affiliation:
Curtin University of Technology, Australia
Keyword(s):
Customer relationship management, Loyalty. Trust, Interactivity, Brand credibility, Value proposition.
Related
Ontology
Subjects/Areas/Topics:
Applications
;
Business Intelligence
;
Software Engineering
Abstract:
Customer relationship management (CRM)is one of the most significant tools that a company can utilize in order to better acquire customers, keep them for a long term and always provide them with premium values. In addition, CRM is beneficial for labour saving purposes through efficiencies especially when consolidating with some Internet-enabled applications. Companies employ CRM in an attempt to increase their profitability and simultaneously enhance their customer interactions and loyalty. Nevertheless, in order to avoid a negative response to the relationship with the customers, companies must incorporate two important aspects of CRM to enhance customer loyalty and improve the effective usage level of CRM are trust and interactivity. In order for CRM to be productive and responsive it is important that issues such as trust and interactivity are appropriately analysed and addressed. Companies must increase their efforts to support a customer’s loyalty by creating and promoting vario
us values including interactivity and so on. In this paper, we propose a conceptual framework to support Internet-CRM in order to optimize CRM system and strategies by increasing the levels of value proposition, brand credibility, interactivity and trust. We also provide a case study based on this proposed conceptual framework.work.
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