电子客户关系管理绩效评估：波斯汽车与电脑业案例研究
Evaluating Electronic Customer Relationship Management Performance: Case Studies from Persian Automotive and Computer Industry
摘要：
本研究探讨产业对电子客户关系管理绩效之影响。通过两个案例的案例分析，研究了e-CRM对客户行为忠诚度、态度忠诚度以及客户金字塔的影响。这些案例涉及两个行业，包括计算机和汽车行业。为了考察顾客行为忠诚和顾客金字塔，计算了公司数据库，为了考察顾客态度忠诚，进行了问卷调查。结果表明，e-CRM对两个行业的客户行为忠诚、态度忠诚和客户金字塔的影响存在显著差异。本研究为企业提供了一种新的方法来评估他们的e-CRM绩效，并与其他企业进行比较，以制定更强有力的客户关系管理政策。
英文摘要：
This research paper investigates the influence of industry on electronic customer relationship management (e-CRM) performance. A case study approach with two cases was applied to evaluate the influence of e-CRM on customer behavioral and attitudinal loyalty along with customer pyramid. The cases covered two industries consisting of computer and automotive industries. For investigating customer behavioral loyalty and customer pyramid companies database were computed while for examining customer attitudinal loyalty a survey was conducted. The results show that e-CRM has significantly different impacts on customer behavioral and attitudinal loyalty and customer pyramid in two industries. This research provides new approach for organizations to evaluate their e-CRM performance and compare it with other companies in order to formulate stronger policies for customer relationship management.
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