Role of emotional features in web-based Customer Relationship Management (CRM) towards customer satisfaction in Malaysia
The idea behind Customer Relationship Management is not new; even the earliest merchants knew it was good idea to build relationships with customers to keep them coming back. Customer relationship management can be described as an extensive marketing together with business strategy that combines pro...
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| Format: | Thesis |
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2013
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| Summary: | The idea behind Customer Relationship Management is not new; even the earliest merchants knew it was good idea to build relationships with customers to keep them coming back. Customer relationship management can be described as an extensive marketing together with business strategy that combines process, technology as well as all business activities about customer. With the emergence of internet-based services together with the quick growth of electronic business, a platform was provided by internet to deliver the functions of CRM on the web; therefore a new concept, E-CRM or electronic customer relationship management, is born. The research found that all of the emotional features in web-based CRM are personalization, community, security, ease of navigation and customer service quality are relevant predictors of customer satisfaction in Malaysia; that is, they all have significant influence on customers’ satisfaction. |
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