Abstract
This research investigates the influence of industry on electronic customer relationship management (ecrm) performance. A case study approach with two cases is applied to evaluate the influence of ecrm on customer behavioral and attitudinal loyalty along with customer pyramid. The cases covered two industries consisting of computer and automotive industries. For investigating customer behavioral loyalty and customer pyramid companies’ database are computed while for examining customer attitudinal loyalty a survey is conducted. The results show that ecrm has significantly different impacts on customer behavioral and attitudinal loyalty and customer pyramid in two industries. These results indicate that organisations need to consider their specific industry and company requirements before establishing their ecrm systems. Moreover, this research shows that how organisations can evaluate their ecrm performance based on customer attitudinal and behavioral loyalty and customer pyramid and formulate new policies to improve relationship strategies with customers.
| Original language | English |
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| Title of host publication | ACIS 2015 |
| Subtitle of host publication | Proceedings of the 26th Australasian Conference on Information Systems |
| Publisher | AIS Electronic Library (AISeL) |
| Pages | 1-12 |
| Number of pages | 12 |
| ISBN (Print) | 9780646953373 |
| Publication status | Published - 2015 |
| Externally published | Yes |
| Event | 26th Australasian Conference on Information Systems, ACIS 2015 - Adelaide, Australia Duration: 30 Nov 2015 → 4 Dec 2015 |
Conference
| Conference | 26th Australasian Conference on Information Systems, ACIS 2015 |
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| Country/Territory | Australia |
| City | Adelaide |
| Period | 30/11/15 → 4/12/15 |
Keywords
- Customer attitudinal loyalty
- Customer behavioral loyalty
- Customer pyramid
- Electronic customer relationship management