 Retail managers' perspectives on the effectiveness of corporate e-personalisation initiativesAlan D. Smith International Journal of Business Information Systems, 2011, vol. 8, issue 3, 211-246 Abstract: Factors, such as costs to acquire customers and poor marketing campaigns, have allowed well-established brick-and-mortar retailers to have distinct advantages in e-tailing over pure plays. Although established reputations and extensive business experience play major roles, the effectiveness of the corporate customisation, especially e-personalisation, via sound CRM-based initiatives are extremely important in this success. Through appropriate multivariate analyses, the basic elements of customisation were tested and all found statistically significant through the viewpoints of retailer managers' perspective. There is little doubt that the competitive processes and/or core competencies vital to businesses should focus on areas where CRM initiatives would have their best affects, especially concerning customer retention and loyalty. Keywords: customer behaviour; customer relationship management; CRM; empirical; corporate customisation; e-personalisation; e-tailing, service marketing; strategy; service operations; electronic retailing; online retailing; electronic personalisation; customer loyalty; customer retention; retail management. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:8:y:2011:i:3:p:211-246 Access Statistics for this article More articles in International Journal of Business Information Systems from Inderscience Enterprises Ltd |
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