Title: On leveraging e-services for effective Relationship Management: exploring the necessary technological components

Authors: Jeremy Galbreath, K. Douglas Hoffman

Addresses: Graduate School of Business, Curtin University of Technology, 78 Murray Street, Perth, Western Australia 6000, Australia. ' College of Business, Colorado State University, 115 Rockwell Hall, Fort Collins, CO 80523, USA

Abstract: This paper is the collaborative effort between a former IT practitioner and a services marketing academician. Its primary purpose is to provide an overview of the e-service technologies that enable effective Relationship Management (RM). To do so, a framework is introduced that consists of |front| and |back| office technologies. By exploring a front and back office context, this paper simplifies the technological complexity of e-services and offers insight into how firms can more effectively manage their relationship assets.

Keywords: e-services; relationship management; relationship assets; information technology; online services; electronic services.

DOI: 10.1504/IJECRM.2007.016018

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.2, pp.155 - 168

Published online: 02 Dec 2007 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article