Authors: Alton Y.K. Chua
Addresses: Wee Kim Wee School of Communication and Information, Nanyang Technological University, WKWSCI Building 05-08, 31 Nanyang Link, 637718 Singapore
Abstract: This paper examines how Web 2.0 supports customer relationship management (CRM) in Amazon, a thriving online business. Drawing data from a variety of sources including news articles and scholarly publications, three findings were yielded. First, Amazon deploys a wide range of Web 2.0 tools to support its CRM efforts. Next, through Web 2.0, Amazon redefines the roles of its customers by transforming them from passive recipients of products and services into co-creators of knowledge. Finally, Amazon adds a new dimension to its CRM strategy by using Web 2.0 as a means to nurture a participatory ecosystem of third-party retailers and developers. This paper concludes with implications for research and practice.
Keywords: Web 2.0; customer relationship management; CRM; online business; Amazon; knowledge co-creation.
International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.3/4, pp.288 - 304
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 02 Jan 2012 *