International E-Business

Diploma Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Innsbruck (Sozial- und Wirtschaftswissenschaftliche Fakultät, Unternehmungsführung), language: English, abstract: Inhaltsangabe:Abstract:§The thesis offers solutions concerning the following questions:§- Why is customer loyalty important for long term success of a company?§- What are value adding characteristics of E-Business?§- How is customer relationship management defined?§- How does relationship management help a company in the changing marketplace of E-Business?§- How can a company build customer loyalty?§- How to follow a step-by-step process in order to build lasting relatinships with customers?§- What do best-practice companies manage relationships (including over 10 short case studies and practical experiences) §- How to use online communities for customer loyalty?§- What does datamining mean in the context of CRM?§- How to integrate customers for customization and product innovations?§- Why does a database give you the necessary information for knowing your customers?§- What is the link between customer satisfaction, differentiation, and long term economic success§- What are tools to implement the new approach of customer relationship management?§- How to install an complaint management system in E-Business in order to build loyalty?§The main objectives of the thesis are show how companies can build loyalty with customer relationship management to combine the concept of customer loyalty with the characteristics of E-BusinessCompanies in E-Business already realize that focusing only on customer acquisition is not enough for lasting success and are therefore intensifying efforts towards customer loyalty. According to recent studies only a small part of the companies know how many visitors they have on their Websites. And only some of them know the number of frequent/loyal buyers. A lack of customer knowledge and relationships with customers can get dangerous, especially in a scenario, where the competitive offer is only one click near by.§The benefits of customer loyalty are directly measurable, knowing that the costs of taking care after loyal customers are many times below those of customer acquisition. From a practical point of view the aim of the thesis is to show how companies can build loyal online-customers in order to develop long-term business relationships.§Drawing from international management literature, focusing on recently published articles in order to take into consideration the developments in the changing marketplace of information technology.§Successful online companies and their practical experience should illustrate the application of different concepts and methods in a practice-oriented way.§Systematic/structural approach: Instead of a cursory discussion of loyalty and E-Business, this thesis is written in a systematic and logical manner.§International perspective: When discussing the topic E-Business, an international perspective is always a prerequisite. Customers around the world have access to a company s Website. Therefore business relationships cannot be explained from a narrow, local point of view. As soon as E-Business is discussed, it is about business on the international marketplace of the internet.§Inhaltsverzeichnis:Inhaltsverzeichnis:§1.Introduction1§1.1Problem Statement2§1.2Objective2§1.3Relevance of the Topic3§1.3.1Theoretical Relevance3§1.3.2Practical Relevance3§2.Literature Review and Theoretical Framework5§2.1State of Research: Descriptive instead of Conception6§2.2Methodology7§2.2.1Definition and Limitation of Research Topic7§2.2.2Research Structure8§3.Loyalty and Customer Relationship Mana...