The Relationships between eCRM, Innovation, and Customer Value - An Empirical Study
In this era of customer-oriented and highly competitive environment in the electronics industry, many companies have implemented Klectronie Customer Relationship Management (eCRM) as a link between businesses and customers. The obtained customer data assist companies in understanding customer needs and identifying appropriate strategics for effectively performing data analysis. eCRM simulates innovation capability, product innovation process, and customer value. As a result, firms could effectively enhance customer satisfaction and maintain customer relationships, which in turn play a critical role in helping businesses achieve competitive advantages and long-term goals in this highly competitive market. This study examines the relationships among eCRM, innovation capability, and customer value in the electric and electronics industry in Taiwan. The eCRM application includes sales, marketing, customer service and a complete information system management to establish an integrated customer-oriented eCRM, aiming to understand customer needs and expectations, improve firms innovation capability, satisfy customer demands, and enhance customer value. The findings of this study show the direct and indirect positive impact among eCRM, innovation capability, product image value, and personnel service value.
Electronic Customer Relationship Management (eCrm) Innovation Capability Customer Value
Rong-Huei Chen Ru-Jen Lin Ping-Chun Yang
Department of Business Administration Lunghwa University of Science and Technology Chinese Taoyuang Graduate School of Business and Management, Lunghwa University of Science and Technology Chinese Tao
国际会议
大连
英文
299-302
2011-07-10（万方平台首次上网日期，不代表论文的发表时间）