Role of emotional features in web-based Customer Relationship Management (CRM) towards customer satisfaction in Malaysia

Hessam, Keshtdar (2013) Role of emotional features in web-based Customer Relationship Management (CRM) towards customer satisfaction in Malaysia. Masters thesis, Multimedia University.

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Abstract

The idea behind Customer Relationship Management is not new; even the earliest merchants knew it was good idea to build relationships with customers to keep them coming back. Customer relationship management can be described as an extensive marketing together with business strategy that combines process, technology as well as all business activities about customer. With the emergence of internet-based services together with the quick growth of electronic business, a platform was provided by internet to deliver the functions of CRM on the web; therefore a new concept, E-CRM or electronic customer relationship management, is born. The research found that all of the emotional features in web-based CRM are personalization, community, security, ease of navigation and customer service quality are relevant predictors of customer satisfaction in Malaysia; that is, they all have significant influence on customers’ satisfaction.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 21 Aug 2013 07:07
Last Modified: 22 Aug 2013 00:22
URI: http://shdl.mmu.edu.my/id/eprint/3894

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