Title: Electronic customer relationship management applications and consumer trust in e-commerce

Authors: Athina Lazakidou, Stamatia Ilioudi, Konstantinos Siassiakos

Addresses: University of Peloponnese, Faculty of Human Movement and Quality of Life Sciences, Department of Nursing, Sparta General Hospital Buildings Complex, GR-23100, Sparta, Greece. ' Athens University of Economics and Business, Pattision Str. 76, GR-10434, Athens, Greece. ' University of Piraeus, Karaoli & Dimitriou Str. 80, GR-18534, Piraeus, Greece

Abstract: The proliferation of electronic customer relationship management (e-CRM) and its alarming failure rate call for a better understanding of the relationship between e-CRM and its immediate objective: customer satisfaction. This research paper investigates the applications of e-CRM and an important factor of e-CRM success: consumer|s trust in e-commerce. Integration of both technological and marketing elements, e-CRM covers all aspects of the customer|s online experience throughout the entire transaction cycle. The present paper describes the significant differences between e-CRM and CRM technology and gives a number of e-CRM applications in various areas, in order to present the benefits of using e-CRM.

Keywords: electronic customer relationship management; e-CRM; consumer trust; e-commerce; customer satisfaction; CRM; electronic commerce.

DOI: 10.1504/IJECRM.2008.020411

International Journal of Electronic Customer Relationship Management, 2008 Vol.2 No.3, pp.262 - 275

Published online: 22 Sep 2008 *

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