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Integrating customer relationship management strategies in (B2C) e-commerce environments

Minocha, Shailey; Millard, Nicola and Dawson, Liisa (2003). Integrating customer relationship management strategies in (B2C) e-commerce environments. In: Human Computer Interaction - INTERACT'03, 1-5 September 2003, Zurich, Swtizerland.

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Abstract

Creating value and generating a total customer experience(TCE ) is important for E -Commerce in order to attract customers. However, with increasing competition in the marketplace, it is becoming increasingly difficult to retain customers. E-Commerce, therefore, should focus on continuously providing value to the customers to build long-term relationships and reduce customer defections. We have evaluated five E -Banking sites from the UK finance industry and have shown that an organisation whose Web site is usable in HCI terms (that satisfies the Web Design heuristics / E -Commerce guidelines) might not always generate a TCE . It is important that along with usability heuristics, customer relationship management (CRM) strategies are integrated into the design of E-Commerce sites. In this paper, we have applied the service quality (SERVQUAL ) framework from the relationship marketing literature for deriving customer relationship enhancing heuristics which can be integrated into the design of E -Commerce environments.

Item Type: Conference Item
Copyright Holders: Unknown
Keywords: Usability; Customer Relationship Management (CRM); E-Commerce; Total Customer Experience; Customer Loyalty; Service Quality; SERVQUAL;
Academic Unit/Department: Mathematics, Computing and Technology > Computing & Communications
Interdisciplinary Research Centre: Centre for Research in Computing (CRC)
Item ID: 9613
Depositing User: Shailey Minocha
Date Deposited: 03 Oct 2007
Last Modified: 22 Oct 2012 13:59
URI: http://oro.open.ac.uk/id/eprint/9613
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