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Is Customer Relationship Management a Success Factor in Electronic Commerce?

Overview Customer Relationship Management (CRM) is a concept for increasing companies' profitability by enabling them to identify and concentrate on their profitable customers. The term Electronic Commerce Customer Relationship Management (ECCRM) refers to the application of CRM in electronic commerce, i.e. when business relationships are maintained via the Internet or Worldwide Web. Previous studies on ECCRM implementations and their impact on businesses have often focused on the process level, technical aspects, or on marketing issues. However, viewed from a higher level, the effect on corporate success in electronic commerce is still unclear. The objective of this paper is to examine this effect. It is found that ECCRM is a critical success factor in electronic commerce, independent of companies' time on the Web.

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PublisherWHU - Otto Beisheim School of Management File FormatPDF
Date PublishedFebruary 2004 Downloads1
FormatWhite Papers   
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