Building Effective Online Relationships
Byron Keating (University of Newcastle, Australia), Robert Rugimbana (University of Newcastle, Australia) and Ali Quazi (University of Newcastle, Australia)
Copyright: © 2004
The application of relationship management strategies to the online environment has been met with great enthusiasm. However, research indicates that many of the traditional drivers of effective relationships may need to be re-interpreted when applied in Cyberspace. This chapter proposes an enhanced model for the management of customer relationships (CRM) in an online context. It builds on the traditional strengths of CRM, namely processual efficiency and profitability, to ensure that a greater emphasis is given to the interpersonal nature of relationship development.