eCRM in a Manufacturing Environment

eCRM in a Manufacturing Environment

Aberdeen Leila Borders (University of New Orleans, USA) and Wesley J. Johnston (Georgia State University, USA)
DOI: 10.4018/978-1-59140-553-5.ch170
OnDemand PDF Download:
$37.50

Abstract

This article examines the issue of electronic customer relationship management (eCRM) in a manufacturing context. eCRM has been described as the fusion of a process, a strategy, and technology to blend sales, marketing, and service information to identify, attract, and build partnerships with customers (Bettis-Outland & Johnston, 2003; Jaworski & Jocz, 2002). Although some customers still pay a premium for face-to-face or voice-to-voice interaction in today’s high-tech world, through external (e.g., advertising) and internal (e.g., word-of-mouth) influence, the diffusion of the use of eCRM to build and sustain customer loyalty as a firm’s strategy is on the rise.

Complete Chapter List

Search this Book:
Reset