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