International E-Business – Building Online Customer Loyalty with Relationship Management

Diplomarbeit , 2001 , 120 Seiten , Note: very good

BWL - Customer-Relationship-Management, CRM

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1.1 Problem Statement
For many years, successful neighborhood merchants, restaurants and pubs had real customer relationships. They knew their customers personally, understood what they wanted, and, as best they could, satisfied their needs through personalized service. As a result, they earned loyalty and a large share of their customers′ business. Some of the best examples of building customer loyalty can be found in those traditional small businesses.

Now the question arises how customer relationships can be built in the world of E-Business. E-Business - the buying and selling of products and services over the Web - and its impact is comparable with the industrial revolution at the end of the last century. After hysteric times of E-Business startups and well known bursting bubbles the point of disillusion has come. Some internet companies recognize that traditional business concepts are not necessarily outdated. Acquiring customers on the international marketplace of E-Business is enormously expensive and unless those customers stick around and make lots of repeat purchases over the years, profit will remain uncertain. For lasting success companies have to intensify their efforts towards customer loyalty and customer relationship management. Without loyalty even the best-designed E-Business model will collapse. This leads to the following objective.

1.2 Objective
The objectives of the thesis are
-to combine the concept of customer loyalty with the characteristics of E-Business
-show how companies can build loyalty with customer relationship management

1.3 Relevance of the Topic
1.3.1 Theoretical Relevance
Concerning E-Business there exists plenty of literature mainly from a technical point of view. The drawback is that although loyalty and relationships are seen as very important factors in the context of international business, the question has obtained scarce attention in literature about E-Business. Existing studies in this area mainly have descriptive character or try to offer quick-fix over-optimistic internet solutions, which become obsolete pretty fast. The contribution of this thesis is to fill that gap and offer a more conceptual/systematic as well as critical perspective.
The thesis
-Transfers the concept of relationship management into the environment of E-Business
-Points out potential conflicts
-Demonstrates benefits and show ways to increase online customer-loyalty
1.3.2 Practical Relevance
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Inhaltsverzeichnis

• Introduction
• Problem Statement
• Objective
• Relevance of the Topic
• Theoretical Relevance
• Practical Relevance
• Literature Review and Theoretical Framework
• State of Research: Descriptive instead of Conception
• Methodology
• Definition and Limitation of Research Topic
• Research Structure
• Loyalty and Customer Relationship Management
• Definition of Loyalty and Relationship Management
• Benefits of Relationship Management & Customer Loyalty
• Transactional View versus Relationship View
• The Evolution of Relationship Management
• General Approaches to Relationship Management
• IMP Interaction Approach
• Five-phase Profit Chain by Bruhn
• Dynamic Framework by Dwyer, Schurr & Oh
• Evaluation Criteria for a Concept of Relationship Management
• Chosen Concept
• International E-Business
• Definition of E-Business
• Value Adding Characteristics/Opportunities of E-Business
• Interactivity, Dialogue, Individuality
• Customer-Integration and Innovation
• Changing Structure of the Value-adding Process
• Market-pull and Customized-push instead of Market push
• Global, 24-hour Access
• Customer Loyalty and International E-Business
• New Model for Customer Loyalty & Relationship Management in E-Business
• Individuality and Interactivity during the Relationship Process
• E-Business Relationship Process
• Stage 1: First Contact - Online Surfer
• Stage 2: Customer Satisfaction - Online Buyer
• Stage 3: Customer Loyalty
• Stage 4: Customer Retention - Repeat Business Contacts
• Stage 5: Economic Success & Long-term Profitability
• Influencing factors: External and Internal
• Instruments for Customer Loyalty in the World of E-Business
• Knowing your Customers - Customer Profiles & Database
• Online Communities
• Complaint Management System
• Membership Clubs
• Datamining
• Customer-Integrated Product Innovation
• Conclusion
• References

Zielsetzung und Themenschwerpunkte

Die Diplomarbeit beschäftigt sich mit der Frage, wie Unternehmen im internationalen E-Business Online-Kundenloyalität durch Relationship Management aufbauen können. Die Arbeit analysiert die Entwicklung von Kundenloyalität im Kontext des digitalen Geschäftsmodells und untersucht die spezifischen Herausforderungen und Chancen, die sich aus der Interaktion zwischen Unternehmen und Kunden im virtuellen Raum ergeben.

• Die Bedeutung von Kundenloyalität im E-Business
• Die Charakteristika des E-Business und ihre Auswirkungen auf das Kundenbeziehungsmanagement
• Die Entwicklung eines Modells für Kundenloyalität im E-Business
• Die Analyse von Instrumenten für Kundenloyalität im E-Business
• Die Herausforderungen und Chancen des Kundenbeziehungsmanagements in der digitalen Welt

Zusammenfassung der Kapitel

Das erste Kapitel der Diplomarbeit stellt die Problemstellung und die Zielsetzung der Arbeit vor. Es werden die theoretische und praktische Relevanz des Themas erläutert und die wichtigsten Forschungsfragen definiert.

Das zweite Kapitel widmet sich dem aktuellen Forschungsstand zum Thema Kundenloyalität und Relationship Management im E-Business. Es werden die wichtigsten Ansätze und Modelle vorgestellt und kritisch analysiert.

Das dritte Kapitel behandelt die Konzepte von Kundenloyalität und Relationship Management. Es werden verschiedene Ansätze und Modelle vorgestellt, wie Unternehmen langfristige Kundenbeziehungen aufbauen und pflegen können.

Das vierte Kapitel beleuchtet die Besonderheiten des internationalen E-Business. Es werden die wichtigsten Value-Adding-Characteristics des E-Business vorgestellt, die für Unternehmen neue Möglichkeiten zur Kundenbindung eröffnen.

Das fünfte Kapitel verbindet die Konzepte aus den vorherigen Kapiteln und entwickelt ein neues Modell für Kundenloyalität im E-Business. Es werden die fünf Phasen des Kundenbeziehungsmanagements im E-Business analysiert und konkrete Instrumente zur Steigerung der Online-Kundenloyalität vorgestellt.

Schlüsselwörter

Die Schlüsselwörter und Schwerpunktthemen des Textes umfassen Kundenloyalität, Relationship Management, E-Business, Online-Marketing, Customer Relationship Management, Kundenbindung, Interaktion, Individualität, Mass Customization, Datamining und virtuelle Communities.

• Hochschule: Leopold-Franzens-Universität Innsbruck (Institute for Corporate Leadership)
• Note: very good
• Autor: Wolfgang Katsch (Autor:in)
• Erscheinungsjahr: 2001
• Seiten: 120
• Katalognummer: V550
• ISBN (eBook): 9783638103763
• ISBN (Buch): 9783638909730
• Sprache: Englisch
• Schlagworte: International, E-Business, Building, Online, Customer, Loyalty, Relationship, Management