Customer relationship management constructs initiating successful e-business strategy for service-based companies

Abstract

With blooming of Internet and information technology proliferation, notion e-business and e-strategy become a core objective for service industries. So, it is imperative to acknowledge e-business strategy as a predecessor requirement for success of companies operating under electronic setting. Customer Relationship Management (CRM), however, plays critical role in this context area. As such, the main purpose of this study is built on CRM constructs shaping e-strategy towards successful e-business within service industry sector. The study sought presenting comprehensive insights on e-strategies and the importance of developing an e-strategy among the service based companies. The multiple e-business strategy and e-strategy creation procedure were explored and its building block along with CRM constructs including process factor, people and technology factor was introduced. The empirical evidences revealed direct association between the CRM constructs and creating successful e-business strategy within the service industry section. Despite the strong correlation between the constructs, emphasizing on process factor was revealed to be more effective while seeking successful e-business strategy within service sector. © 2013 Asian Network for Scientific Information.