Investigating websites' e-CRM features in building customer relationships: evidence from Greece
by Eugenia Papaioannou; Costas Assimakopoulos; Christos Sarmaniotis; Christos K. Georgiadis
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 8, No. 4, 2014

Abstract: In this study the 500 largest Greek companies are examined concerning their websites as marketing communication channels. Features of the websites are analysed and the most important features are categorised. Companies' characteristics are analysed and connected to the business activities of the firms. Simultaneously, the companies are segmented using a two-step cluster analysis and, hence, the profiles of the clusters are presented. The findings indicate that Greek firms do not adopt advanced e-CRM features as a means to obtain feedback. Only a minority of firms surveyed have exploited the web as a marketing communication tool. Further, a field research was conducted addressed to the marketing managers of the largest 500 companies in Greece. The survey showed that the advanced e-CRM features are found to be related to the communication and advertisement goals of a company's website. Moreover, those advanced features are related to the e-commerce web applications and information quality of the company's webpage. Finally, some e-CRM strategy features and pursued characteristics of a company webpage, according to the marketing managers of the firms, are identified and presented.

Online publication date: Sat, 07-Mar-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com