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Building Effective Online Relationships

Building Effective Online Relationships

Byron Keating, Robert Rugimbana, Ali Quazi
Copyright: © 2004 |Pages: 21
ISBN13: 9781591401384|ISBN10: 1591401380|EISBN13: 9781591401391
DOI: 10.4018/978-1-59140-138-4.ch006
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MLA

Keating, Byron, et al. "Building Effective Online Relationships." E-Business Innovation and Change Management, edited by Mohini Singh and Dianne Waddell, IGI Global, 2004, pp. 84-104. https://doi.org/10.4018/978-1-59140-138-4.ch006

APA

Keating, B., Rugimbana, R., & Quazi, A. (2004). Building Effective Online Relationships. In M. Singh & D. Waddell (Eds.), E-Business Innovation and Change Management (pp. 84-104). IGI Global. https://doi.org/10.4018/978-1-59140-138-4.ch006

Chicago

Keating, Byron, Robert Rugimbana, and Ali Quazi. "Building Effective Online Relationships." In E-Business Innovation and Change Management, edited by Mohini Singh and Dianne Waddell, 84-104. Hershey, PA: IGI Global, 2004. https://doi.org/10.4018/978-1-59140-138-4.ch006

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Abstract

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.

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