International E-Business
Building Online Customer Loyality with Relationship Management
- Art: Diplomarbeit
- Autor: Wolfgang Katsch
- Abgabedatum: September 2001
- Umfang: 124 Seiten
- Dateigröße: 2,0 MB
- Note: 1,0
- Institution / Hochschule: Leopold-Franzens-Universität Innsbruck Österreich
- ISBN (eBook): 978-3-8324-4720-5
-
ISBN (Paperback) :
978-3-8324-4720-5 P - ISBN (CD) :978-3-8324-4720-5 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Katsch, Wolfgang September 2001: International E-Business, Hamburg: Diplomica Verlag
- Schlagworte: Online-Marketing, E-Commerce, Customer Loyalty, E-Business, Customer Relationship Management
In den Warenkorb
58,00 €
Diplomarbeit von Wolfgang Katsch
Abstract:
The thesis offers solutions concerning the following questions:
- Why is customer loyalty important for long term success of a company?
- What are value adding characteristics of E-Business?
- How is customer relationship management defined?
- How does relationship management help a company in the changing marketplace of E-Business?
- How can a company build customer loyalty?
- How to follow a step-by-step process in order to build lasting relatinships with customers?
- What do best-practice companies manage relationships (including over 10 short case studies and practical experiences) - How to use online communities for customer loyalty?
- What does datamining mean in the context of CRM?
- How to integrate customers for customization and product innovations?
- Why does a database give you the necessary information for knowing your customers?
- What is the link between customer satisfaction, differentiation, and long term economic success - What are tools to implement the new approach of customer relationship management?
- How to install an complaint management system in E-Business in order to build loyalty?
The main objectives of the thesis are show how companies can build loyalty with customer relationship management to combine the concept of customer loyalty with the characteristics of E-BusinessCompanies in E-Business already realize that focusing only on customer acquisition is not enough for lasting success and are therefore intensifying efforts towards customer loyalty. According to recent studies only a small part of the companies know how many visitors they have on their Websites. And only some of them know the number of frequent/loyal buyers. A lack of customer knowledge and relationships with customers can get dangerous, especially in a scenario, where the competitive offer is only one „click” near by.
The benefits of customer loyalty are directly measurable, knowing that the costs of taking care after loyal customers are many times below those of customer acquisition. From a practical point of view the aim of the thesis is to show how companies can build loyal online-customers in order to develop long-term business relationships.
Drawing from international management literature, focusing on recently published articles in order to take into consideration the developments in the changing marketplace of information technology.
Successful online companies and their practical experience should illustrate the application of different concepts and methods in a practice-oriented way.
Systematic/structural approach: Instead of a cursory discussion of loyalty and E-Business, this thesis is written in a systematic and logical manner.
International perspective: When discussing the topic E-Business, an international perspective is always a prerequisite. Customers around the world have access to a company’s Website. Therefore business relationships cannot be explained from a narrow, local point of view. As soon as E-Business is discussed, it is about business on the international marketplace of the internet.
Inhaltsverzeichnis:
| 1. | Introduction | 1 |
| 1.1 | Problem Statement | 2 |
| 1.2 | Objective | 2 |
| 1.3 | Relevance of the Topic | 3 |
| 1.3.1 | Theoretical Relevance | 3 |
| 1.3.2 | Practical Relevance | 3 |
| 2. | Literature Review and Theoretical Framework | 5 |
| 2.1 | State of Research: Descriptive instead of Conception | 6 |
| 2.2 | Methodology | 7 |
| 2.2.1 | Definition and Limitation of Research Topic | 7 |
| 2.2.2 | Research Structure | 8 |
| 3. | Loyalty and Customer Relationship Management | 10 |
| 3.1 | Definition of Loyalty and Relationship Management | 11 |
| 3.1.1 | Benefits of Relationship Management & Customer Loyalty | 13 |
| 3.1.2 | Transactional View versus Relationship View | 16 |
| 3.1.3 | The Evolution of Relationship Management | 18 |
| 3.2 | General Approaches to Relationship Management | 20 |
| 3.2.1 | IMP Interaction Approach | 20 |
| 3.2.2 | Five-phase Profit Chain by Bruhn | 22 |
| 3.2.3 | Dynamic Framework by Dwyer, Schurr & Oh | 24 |
| 3.3 | Evaluation Criteria for a Concept of Relationship Management | 27 |
| 3.4 | Chosen Concept | 28 |
| 4. | International E-Business | 29 |
| 4.1 | Definition of E-Business | 30 |
| 4.2 | Value Adding Characteristics/Opportunities of E-Business | 31 |
| 4.2.1 | Interactivity, Dialogue, Individuality | 33 |
| 4.2.2 | Customer-Integration and Innovation | 36 |
| 4.2.3 | Changing Structure of the Value-adding Process | 37 |
| 4.2.4 | Market-pull and Customized-push instead of Market-push | 40 |
| 4.2.5 | Global, 24-hour Access | 41 |
| 5. | Customer Loyalty and International E-Business | 43 |
| 5.1 | New Model for Customer Loyalty & Relationship Management in E-Business | 43 |
| 5.2 | Individuality and Interactivity during the Relationship Process | 45 |
| 5.3 | E-Business Relationship Process | 50 |
| 5.3.1 | Stage 1: First Contact - Online Surfer | 50 |
| 5.3.2 | Stage 2: Customer Satisfaction - Online Buyer | 52 |
| 5.3.3 | Stage 3: Customer Loyalty | 54 |
| 5.3.4 | Stage 4: Customer Retention - Repeat Business Contacts | 54 |
| 5.3.5 | Stage 5: Economic success & Long-term Profitability | 57 |
| 5.3.6 | Influencing factors: External and Internal | 58 |
| 5.4 | Instruments for Customer Loyalty in the World of E-Business | 60 |
| 5.4.1 | Knowing your Customers - Customer Profiles & Database | 60 |
| 5.4.2 | Online Communities | 64 |
| 5.4.3 | Complaint Management System | 73 |
| 5.4.4 | Membership Clubs | 82 |
| 5.4.5 | Datamining | 86 |
| 5.4.6 | Customer-Integrated Product Innovation | 94 |
| 6. | Conclusion | 102 |
| References | 104 |
In den Warenkorb
58,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832447205
Arbeit zitieren:
Katsch, Wolfgang September 2001: International E-Business, Hamburg: Diplomica Verlag
Schlagworte:
Online-Marketing, E-Commerce, Customer Loyalty, E-Business, Customer Relationship Management
Entdecken Sie mehr zum Thema
