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The Impact of E-Commerce Customer Relationship Management in Business-to-Consumer E-Commerce

The Impact of E-Commerce Customer Relationship Management in Business-to-Consumer E-Commerce
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Author(s): Pauline Ratnasingam (University of Central Missouri, USA)
Copyright: 2010
Pages: 13
Source title: Strategic Information Systems: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): M. Gordon Hunter (University of Lethbridge, Canada)
DOI: 10.4018/978-1-60566-677-8.ch132

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Abstract

The growth of business-to-consumer (B2C) ecommerce has gained a lot of attention among SMEs. Most B2C firms are turning their attention on how to retain new customers and are left in a situation to compete with larger firms. This paper aims to examine the impact of E-Commerce Customer Relationship Management (ECCRM) in a small business firm that engages in B2C ecommerce. Drawing upon the theories of customer relationship management, e-commerce, trust and loyalty, we develop an integrated framework of ECCRM model to illustrate the impact of the hard and soft factors that reflect the level of transactional and relational components of communication thereby impacting the customers shopping time lifecycle experiences. We develop a number of hypotheses to facilitate testing of the framework via an exploratory case study. We then discuss the findings of the integrated framework leading to theoretical and practical implications of this study and directions for future research.

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