پایان نامه انگلیسی بررسی رابطه بین ویژگی های مدیریت ارتباط با مشتری الکترونیکی با وفاداری الکترونیکی

عنوان انگلیسی پایان نامه:

A study on the relationship between e-crm features and e-loyalty: the case in uk

عنوان فارسی پایان نامه: بررسی رابطه بین ویژگی های مدیریت ارتباط با مشتری الکترونیکی با وفاداری الکترونیکی: مطالعه موردی انگلستان

سال انتشار: ۲۰۱۱ تومان

رشته: بازاریابی

مقطع: دکتری

تعداد صفحات مقاله انگلیسی: ۲۳۸ صفحه

نوع فایل: pdf

دانلود پایان نامه انگلیسی

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A study on the relationship between e-crm features and e-loyalty: the case in uk

E-CRM emerges from the Internet and web technology to facilitate the implementation of CRM; it focuses on Internet or web-based interaction between companies and their customers. In particular, E-CRM enables companies to provide appropriate services and products to satisfy the customers and enhance customer loyalty. Furthermore, E-CRM features are vital for managing customer relationships online. They are generally referred to as concrete website functionality or tools and they are required for customising, personalising and interacting with the customer. Without E-CRM features, CRM could not be realised on the Internet. In fact, in the literature, there appears to be an absence of theoretical models for E-CRM implementation in general, and E-CRM features in particular. Furthermore, there is a lack of studies focusing on identification of the importance and categorisation of E-CRM features within different stages of transaction cycle.

Consequently, this dissertation attempts to fill the information gap based on empirical data derived from survey. The aim of this dissertation was to examine the relationship between E-CRM features and ELoyalty at the different stages of transaction cycle (pre-purchase, at-purchase, and postpurchase) on mobile phone companies websites in UK. The results from this study show that the use of E-CRM in building consumer relationships affects online consumer satisfaction and loyalty.

efficiency of E-CRM

The efficiency of E-CRM program determine the level of which online features, such as search capabilities, security/privacy, payment methods, and online customer support would be implemented on mobile companies’ websites. This research contributes to knowledge in several ways. Most importantly, it illustrates the roles of E-CRM features in enhancing online consumer loyalty at different stages of purchase cycle leading to long-term consumer relationships. In particular, this research highlights the critical features of E-CRM program, which mobile phone companies’ websites in UK should invest in their consumer loyalty strategies.

Keywords: CRM, E-CRM features, Transaction cycle, E-satisfaction, E-Loyalty

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اجزای مدیریت ارتباط با مشتری

منبع: (Chen and Popovich ,2003)

اجزای مدیریت ارتباط با مشتری الکترونیکی

منبع: (Adapted from: Jutla, et al., 2001)

تفاوت مدیریت ارتباط با مشتری با مدیریت ارتباط با مشتری الکترونیکی

منبع: (Pan and Lee,2003)

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