The Effect of the Internet Use on Customer Relations and Targeting Activities: An Empirical Study of UK Companies

Riyad Eid and Yasser El-Kassrawy
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Riyad Eid: United Arab Emirates University, UAE
Yasser El-Kassrawy: Tanta University, Egypt

International Journal of Online Marketing (IJOM), 2012, vol. 2, issue 3, 39-51

Abstract: The purpose of this research is to investigate the effects of the Internet use on customer relations and targeting activities. Based on the previous literature, the effect of the Internet on marketing activities has been categorised into four basic dimensions, 1) marketing and customer relations activities, 2) marketing targeting activities, 3) marketing performance, and 4) marketing efficiency. However, few empirical studies have been done regarding customer relations and targeting activities that are affected by the use of the Internet, and the effect of that on marketing efficiency. By studying the practice of 123 UK companies, it has been found that the use of the Internet positively influences customer relations and targeting activities, marketing performance and marketing efficiency.

Date: 2012
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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