e-Control of Online Customers:When Companies Make Customers Compliant… Lessons for 21st Century China
With the advent of new technologies, an increasing number of companies have been redefining the manner in which they interact with their customers.Some of the fundamental precepts of marketing thinking, including what we read in our textbooks-such as customer centricity and customer orientation-have been questioned by practitioners.Companies treat customer demands as illegitimate until proven otherwise.Literature advice of individualised problem solving, and the adoption of an organic approach to complaint management, has been overturned and replaced with control and disciplining through the use of scripted rules and standard, cost-effective complaint processes.As a result, customers defined by the company as difficult and expensive are subordinated, whereas customers who comply with company expectations benefit from the low cost and better service levels, and appear willing to accept these new rules of engagement between customer and provider.
Edward Kasabov Alexander James Warlow
Huddersfield Business School, Advanced Institute of Management Research, University of Exeter Busine Institute of Direct and Digital Marketing, United Kingdom
国际会议
The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)
武汉
英文
227-234
2018-05-25（万方平台首次上网日期，不代表论文的发表时间）