Electronic Commerce Customer Relationship Management: A Research Agenda |
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Authors: | Nicholas C. Romano Jr. Jerry Fjermestad |
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Affiliation: | (1) Department of Management Science and Information Systems, College of Business, Oklahoma State University, 700 North Greenwood Avenue, Tulsa, OK 74172, USA;(2) School of Management, Information Systems Department, Center for Pervasive Information Technology, New Jersey Institute of Technology, University Heights, Newark, NJ 07102, USA |
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Abstract: | In this paper, we approach electronic commerce Customer Relationship Management (e-CRM) from the perspective of five research areas. Our purpose is to define a conceptual framework to examine the relationships among and between these five research areas within e-CRM and to propose how they might be integrated to further research this area. We begin with a discussion of each of the research areas through brief reviews of relevant literature for each and a discussion of the theoretical and strategic implications associated with some CRM technologies and research areas. Next we present our framework, which focuses on e-CRM from the five research perspectives. We then present a theoretical framework for e-CRM in terms of the five research areas and how they affect one another, as well as e-CRM processes and both performance and non-performance outcomes. |
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Keywords: | electronic Commerce Customer Relationship Management (e-CRM) research agenda markets business models knowledge management technology human factors |
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