On leveraging e-services for effective Relationship Management: exploring the necessary technological components
by Jeremy Galbreath, K. Douglas Hoffman
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 1, No. 2, 2007

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.

Online publication date: Sun, 02-Dec-2007

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