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.
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