eCRM in a Manufacturing Environment

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Author(s): Aberdeen Leila Borders (University of New Orleans, USA)and Wesley J. Johnston (Georgia State University, USA)
Copyright: 2005
Pages: 6
Source title: Encyclopedia of Information Science and Technology, First Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-553-5.ch170

Keywords: Information Resources Management / Information Science Reference / Library & Information Science

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Abstract

This article examines the issue of electronic customer relationship management (eCRM) in a manufacturing context. eCRM has been described as the fusion of a process, a strategy, and technology to blend sales, marketing, and service information to identify, attract, and build partnerships with customers (Bettis-Outland & Johnston, 2003; Jaworski & Jocz, 2002). Although some customers still pay a premium for face-to-face or voice-to-voice interaction in today’s high-tech world, through external (e.g., advertising) and internal (e.g., word-of-mouth) influence, the diffusion of the use of eCRM to build and sustain customer loyalty as a firm’s strategy is on the rise.

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