Samsudin Wahab
Universiti Teknologi MARA, 23000 Dungun, Terengganu.
Universiti Teknologi MARA, 23000 Dungun, Terengganu.
It is very important to measure the performance of ECRM in organization. Not many researches have
been done to measure the performance of ECRM in the organization. Previous researcher believe that ECRM
performance should be measured ultimately in terms of customer behaviors since they are the underlying
sources of value of current customers in a firm and have the potential to increase the future revenue streams
associated with them and those prospective customers (Wang, Lo, Chi, & Yang, 2004). This argument is
supported by Grant & Schkesinger (1995) he mentioned that the fundamental of ECRM is to ensure steady
streams of revenue and maximization of customer lifetime value or customer equity. In this case, customer
behaviors become strategically significant (Grant & Schkesinger, 1995).
According to Wang 2004 there are two types of benefits to be captured from establishing and maintaining customer relationship; tangible benefits and intangible benefits. Tangibly, customer will figure out a positive relationship length, relationship depth and breadth behaviors as a result of a good management of customer relationship by the firm. Intangibly, customer will figure out a positive relationship quality behavior as one of the benefits of firm customer relationship activities. The operational definition of ECRM performance in this study is “the intention of customers to figure out their positive relationship length, depth, and breadth behavior and a positive relationship quality behavior along their contacts with the firms”. In other way behavior-based ECRM performance means “the tangible and intangible benefit arises from the activities of maintaining and establishing customer relationship by a firm such as relationship length, relationship depth and breadth and relationship quality”.
ECRM is an integration of technologies and business processes use to satisfy the needs of customer during any given instruction (Bose, 2002). ECRM normally involves business process change and the introduction of new information technology, consequently effective leadership is important (Galbreath and Rogers, 1999).
According to Wang 2004 there are two types of benefits to be captured from establishing and maintaining customer relationship; tangible benefits and intangible benefits. Tangibly, customer will figure out a positive relationship length, relationship depth and breadth behaviors as a result of a good management of customer relationship by the firm. Intangibly, customer will figure out a positive relationship quality behavior as one of the benefits of firm customer relationship activities. The operational definition of ECRM performance in this study is “the intention of customers to figure out their positive relationship length, depth, and breadth behavior and a positive relationship quality behavior along their contacts with the firms”. In other way behavior-based ECRM performance means “the tangible and intangible benefit arises from the activities of maintaining and establishing customer relationship by a firm such as relationship length, relationship depth and breadth and relationship quality”.
ECRM is an integration of technologies and business processes use to satisfy the needs of customer during any given instruction (Bose, 2002). ECRM normally involves business process change and the introduction of new information technology, consequently effective leadership is important (Galbreath and Rogers, 1999).
No comments:
Post a Comment