THE IMPACT OF TRUST AND INTERACTIVITY ON INTENSIFYING CUSTOMER LOYALTY FOR CRM

Alireza Faed, Afsaneh Ashouri, Chen Wu

2010

Abstract

Customer relationship management (CRM)is one of the most significant tools that a company can utilize in order to better acquire customers, keep them for a long term and always provide them with premium values. In addition, CRM is beneficial for labour saving purposes through efficiencies especially when consolidating with some Internet-enabled applications. Companies employ CRM in an attempt to increase their profitability and simultaneously enhance their customer interactions and loyalty. Nevertheless, in order to avoid a negative response to the relationship with the customers, companies must incorporate two important aspects of CRM to enhance customer loyalty and improve the effective usage level of CRM are trust and interactivity. In order for CRM to be productive and responsive it is important that issues such as trust and interactivity are appropriately analysed and addressed. Companies must increase their efforts to support a customer’s loyalty by creating and promoting various values including interactivity and so on. In this paper, we propose a conceptual framework to support Internet-CRM in order to optimize CRM system and strategies by increasing the levels of value proposition, brand credibility, interactivity and trust. We also provide a case study based on this proposed conceptual framework.work.

Paper Citation

in Harvard Style

Faed A., Ashouri A. and Wu C. (2010). THE IMPACT OF TRUST AND INTERACTIVITY ON INTENSIFYING CUSTOMER LOYALTY FOR CRM . In Proceedings of the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2010) ISBN 978-989-8425-30-0, pages 113-120. DOI: 10.5220/0003048501130120

in Bibtex Style

@conference{kmis10,
author={Alireza Faed and Afsaneh Ashouri and Chen Wu},
title={THE IMPACT OF TRUST AND INTERACTIVITY ON INTENSIFYING CUSTOMER LOYALTY FOR CRM},
booktitle={Proceedings of the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2010)},
year={2010},
pages={113-120},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003048501130120},
isbn={978-989-8425-30-0},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2010)
TI - THE IMPACT OF TRUST AND INTERACTIVITY ON INTENSIFYING CUSTOMER LOYALTY FOR CRM
SN - 978-989-8425-30-0
AU - Faed A.
AU - Ashouri A.
AU - Wu C.
PY - 2010
SP - 113
EP - 120
DO - 10.5220/0003048501130120