Title: Towards an alternative logic for electronic customer relationship management

Authors: Hong-Mei Chen, Stephen L. Vargo

Addresses: Shidler College of Business, University of Hawaii at Manoa, 2404 Maile Way, Honolulu, HI 96822, USA. ' University of Hawaii at Manoa, 2404 Maile Way, Honolulu, HI 96822, USA

Abstract: Traditional Customer Relationship Management (CRM) systems are based on a model of exchange that centres on goods (goods-dominant logic), with value created by the firm and relationship implying multiple transactions of value-laden output. We explore an alternative logic of exchange (service-dominant logic) based on the reciprocal application of applied competences (service), which sees relationship in terms of the co-creation of value. We then review the partial transition of recent CRM models toward a service-dominant logic perspective and offer an initial service-dominant logic-informed next generation CRM system design.

Keywords: service-dominant logic; electronic CRM; customer relationship management; ECRM; service oriented architecture; SOA; customer-centric information systems; information systems design; customer experience management; CEM; global; Web 2.0; resource integration; dynamic business environment; value creation.

DOI: 10.1504/IJBE.2008.019507

International Journal of Business Environment, 2008 Vol.2 No.2, pp.116 - 132

Published online: 14 Jul 2008 *

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