Customer Relationship Building on the Internet in B2B Marketing: A Proposed Typology

Despite the large number of customer relationship marketing (CRM) applications currently in use on the Internet, there is a lack of an organizing structure. This paper presents a 3X3 typology of e-CRM practices, with particular focus on business-to-business interactions. The typology is based on two...

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Bibliographic Details
Published in:Journal of marketing theory and practice 2004-01, Vol.12 (1), p.19-35
Main Authors: Harrison-Walker, L. Jean, Neeley, Sue E.
Format: Article
Language:English
Subjects:
Attachment behavior
Brand loyalty
Business
Business communications
Business models
Business orders
Business structures
Business to business
Business to business commerce
Consumer goods industries
Corporate profits
Costs
Customer relations
Customer relationship management
Customer services
Customers
Internet
Marketing
Objectives
Profitability
Relationship marketing
Studies
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Summary:Despite the large number of customer relationship marketing (CRM) applications currently in use on the Internet, there is a lack of an organizing structure. This paper presents a 3X3 typology of e-CRM practices, with particular focus on business-to-business interactions. The typology is based on two dimensions: (1) the stage of the purchase decision process and (2) Berry and Parasuraman's (1991) levels of relationship marketing. The proposed typology can be used to design and evaluate a finn's e-CRM strategies relative to its B2B relationship marketing objectives.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2004.11658510