Electronic Customer Relationship Management: Opportunities and Challenges of Digital World
سال انتشار: 1394
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 396
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شناسه ملی سند علمی:
JR_IJMAE-2-6_010
تاریخ نمایه سازی: 15 شهریور 1395
چکیده مقاله:
Management information systems (MIS) considerably changed businessprocesses. According to this, Electronic customer relationship management(ECRM) emerged in conjunction with evolution of traditional customerrelationship management in e-business contexts. In an analogy, Electroniccustomer relationship management is similar to a double-edged sword i.e. itprovides some opportunities for the system performers, on one side; andchallenges the firms, on the other side. In this paper we are seeking formarketing opportunities such as better communication and interactions withcustomers as well as created choices regarding any customer data storage thatECRM offered as a potential source to benefit from firms’ competitiveadvantages. On the other hand, it studies the challenges including on-linechannel management as well as integrating data and issues related toinformation technology architecture firms encounter in implementing ECRM.
کلیدواژه ها:
E-business ، Electronic customer relationship management (ECRM)
نویسندگان
Hamid Sadeghi Rad
Dean of Tax Applied Sciences University, Mashhad, Iran
Mojtaba Ghorabi
Department of Management, Neyshabur Branch, Islamic Azad University, Neyshabur, Iran
Mahdi Rafiee
Invited Lecturer, Tax Applied Sciences University, Mashhad, Iran
Vahid Sadeghi Rad
Department of Islamic Jurisprudence and Law, Mashhad Branch, IslamicAzad University, Mashhad, Iran