Essay About Industrial Engineering And International Conference

International Conference on Industrial Engineering and Operations Management
Proceedings of the 2011 International Conference on Industrial Engineering and Operations Management
Kuala Lumpur, Malaysia, January 22 – 24, 2011
A Proposal Framework for investigating the impact of customer
relationship management on customer retention in e-commerce
Abbas Keramati
Industrial Engineering Department, Faculty of Engineering
University of Tehran, Tehran, Iran
[email protected]
Alireza Nili
Department of Business Administration and Social Sciences, Division of Industrial
Marketing and e-Commerce
International University of Chabahar, Chabahar, Iran/Lulea University of Technology,
Lulea, Sweden
[email protected]
Abstract
In this study, considering different views about
CRM and by gaining insight from the resourcebased
view (RBV) of the firm and the processoriented
approach, we propose a process-oriented
framework to investigate the relationship among
CRM resources, CRM processes, customer
retention programs of CRM, and finally customer
retention as the firm performance. The study finds
the mediating effect of CRM processes between
CRM resources and customer retention programs
of CRM which themselves have direct effect on
customer retention. Also, the suitable research
methodology for doing this study will be explained.
Keywords
Customer Relationship Management; CRM;
electronic banking; customer retention; Iran
1. Introduction
In today competitive markets, customers are the
most significant factor in management of
businesses and marketing actions because they are
now able to choose their favorite items among
variety of choices and therefore can change the
marketing strategies firms have [5].