An Assessment of the Internet's Potential in Enhancing Consumer Relationships PDF
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Published on 2006 by
In the pursuit of acquiring consumer loyalty, enhancing consumer value has been the focus of many firms' relationship building efforts. Hence, this study aims to understand the affect of using the Internet as a relationship marketing tool on consumer retention as well as the determinants of online consumer satisfaction affecting loyalty and retention. Although there are many factors affecting the implementation of 'E-CRM', that is companies' CRM initiatives on the Internet channel; this study focuses on examining consumer perceptions towards the constituents of building online consumer relationships. Adopting a positivist approach, this research asks the following major questions: 1) How are online consumer satisfaction, loyalty and retention constructed?, and 2) How does the use of Internet technology in CRM influence the satisfaction, loyalty and retention of consumers?
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