The Impact of e-CRM Features in Websites on Marketing Communication: Evidence from the 500 Largest Greek Companies (Conference presentation)
Papaioannou, E./ Assimakopoulos, C./ Sarmaniotis, C./ Georgiadis, C.K./ Παπαιωάννου, Ε./ Ασσημακόπουλος, Χ./ Σαρμανιώτης, Χ./ Γεωργιάδης, Χ.Κ
In this study the 500 largest Greek companies are examined concerning their websites as marketing
communication channels. Features of the websites are checked and the most important features are categorized.
Companies’ characteristics are analyzed and connected to the business activities of the firms. Simultaneously, the
companies are segmented using two-step cluster analysis and hence the profiles of the clusters are presented. The findings
indicate that Greek firms mostly adopt phone number, email, fax, as an electronic mean of communication, while web form
is used as a means to obtain customers information and complains. The majority of Greek companies do not use the modern
feedback mechanisms and they do not take advantage of them in communicating with customers and building relationships
with them. Only a small minority of firms surveyed have exploited the web as a marketing communication tool. Therefore,
there is enough space for improvement.
Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
Keywords: | e-CRM features;Μarketing communication;Ιnternet technology;Ε-commerce;e-CRM χαρακτηριστικά;Μάρκετινγκ επικοινωνίας;Τεχνολογία ίντερνετ;Ε-εμπόριο |
Citation: | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece |
Description: | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 |
URI: | http://195.251.240.227/jspui/handle/123456789/1238 |
Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
Appears in Collections: | ICCMI (2012) |
Files in This Item:
File | Description | Size | Format | |
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Papaioannou_Assimakopoulos_Sarmaniotis_Georgiadis_The_Impact_of_e-CRM_Features.pdf | 538.94 kB | Adobe PDF | View/Open |
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