Weissmann, Michael (2002) Electronic Commerce and Customer Relationship Management. Undergraduate thesis, Dublin, National College of Ireland.
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The concept of relationship management is as old as the hills. To be successful you have to make sure that your customers are happy and keep coming back to buy from you because they know you and trust you, otherwise they will go somewhere else where they feel more comfortable. Your local publican or shopkeeper make it their business to know their customers individual requirements They may gain your trust and custom through their personalities, they will probably know you by your first name, know all about you and you may even consider them as a friend. Traditionally retailers could influence customer loyalty through a combination of variables such as the location of the store, brand marketing, store environment, price, product range, promotions, location-on-shelf and display. However with the advent of the internet and included therein e-commerce, some of these variables are no longer relevant. So the problem arises, as to how companies can create loyalty with their customers if they do not have the choice of physical contact available to them.
|Item Type:||Thesis (Undergraduate)|
|Subjects:||H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HF Commerce > Electronic Commerce
|Divisions:||School of Business > BA (Honours) in European Business and Languages|
|Depositing User:||SINEAD CORCORAN|
|Date Deposited:||23 Jul 2010 12:14|
|Last Modified:||24 Jan 2012 12:24|
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