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The Effect of eCRM Features on Website Visit and Purchase  

Min, Dai-Hwan (Department of MIS/Digital Management, Korea University)
Park, Jae-Hong (SindoRicoh)
Park, Cheol (Department of MIS/Digital Management, Korea University)
Publication Information
Information Systems Review / v.4, no.2, 2002 , pp. 155-168 More about this Journal
Abstract
This paper examines whether the functions of eCRM solutions affect the site visit and purchase by customers. The functions of eCRM solutions are extracted and classified into three categories of c-marketing, e-sales, and e-service. E-marketing includes campaign/event marketing, e-mail marketing, and questionnaire marketing; e-sales consists of recommendation system and incentive/discount promotion.; e-service is composed of e-mail call center and web call center. From the online survey, 146 responses are collected and analyzed. The analysis shows that the level of experience in campaign/event marketing, e-mail marketing, e-mail call center, and web call center significantly affect the website visit by customers and that the level of experience in all eCRM functions except e-mail marketing significantly affect the purchase by customers. The effects of those functions in eCRM on the website visit are moderate, while the effects of the functions on the purchase are low. The results from this study imply that eCRM needs to strengthen the effect on the purchase with more thorough analysis of the customer profile.
Keywords
eCRM; e-Business; eCRM Solution; Call Center; e-Marketing;
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