eCRM in a Manufacturing Environment

eCRM in a Manufacturing Environment

Aberdeen Leila Borders, Wesley J. Johnston
DOI: 10.4018/978-1-59140-553-5.ch170
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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.

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