Strategic Management Thought

Designing the Conceptual Model of Electronic Customer Relationship Management

Authors

1 Assistant Professor, Department of Business Administration, Faculty of Islamic Studies and Management, Imam Sadiq University, Tehran, Iran

2 PhD Student in International Marketing, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

Abstract

Nowadays, increase in competition between companies and enormous expenditure of attracting new customers have led the companies to the retention of existing customers instead of attracting new ones. All these elements result in the emergence of customer relationship management (CRM) attracting. With the help of expansion in information and communication technology especially the internet, using CRM has been expanded and facilitated; and electronic CRM (e-CRM) has been formed. E-CRM is looking forward to enhance relations with customers through helping several information and communication strategies and technologies such as website. On the other hand, service plays a prominent role in development and economic expansion of countries; and meanwhile, leasing as a link between production and consumption is one of the pivotal services in the world, which has been enormously developed in recent years. In this study, regarding high capability of service section in using e-CRM, theoretical framework in electronic management is offered so that it can help companies with the optimum usage of this technology. Afterward, we study customers' attitude toward dimensions of e-CRM and its indicators. At last we study experts' viewpoint about this field.

Keywords

آذر، عادل؛ مؤمنی، منصور (1383)، آمار و کاربرد آن در مدیریت، تهران: انتشارات سمت، چاپ هفتم، جلد اول.
روستا، احمد؛ ونوس، داور و ابراهیمی، عبدالحمید (1378)، مدیریت بازاریابی، تهران: انتشارات سمت، چاپ چهارم.
کاتلر، فیلیپ؛ آرمسترانگ، گری (1377)، اصول بازاریابی، بهمن فروزنده، اصفهان: نشر آموزه، چاپ دوم.
کارت رایت، راجر (1383)، ارتباط با مشتری (مشتری‌مداری چیست؟)، دکتر علی پارساییان، تهران: انتشارات ترمه، چاپ اول.
 
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Strategic Management Thought
Volume 1, Issue 2 - Serial Number 2
October 2007
Pages 5-28
  • Receive Date: 10 May 2007
  • Revise Date: 23 September 2007
  • Accept Date: 02 September 2007