Investigating websites’ e-CRM features in building customer relationships : evidence from Greece

Georgiadis, Christos/ Sarmaniotis, Christos/ Assimakopoulos, Costas/ Papaioannou, Eugenia/ Γεωργιάδης, Χρήστος/ Παπαϊωάννου, Ευγενία/ Σαρμανιώτης, Χρήστος/ Ασημακόπουλος, Κώστας


Institution and School/Department of submitter: ΤΕΙ Θεσσαλονίκης
Keywords: Greece;Websites;Internet e-commerce;Marketing communication;E-CRM features
Issue Date: 2014
Publisher: Inderscience Enterprises
Citation: Papaioannou, E., Assimakopoulos, C., Sarmaniotis, C. & Georgiadis, C. (2014). Investigating websites’ e-CRM features in building customer relationships: evidence from Greece. International Journal of Internet Marketing and Advertising. 8(4):320.
International Journal of Internet Marketing and Advertising, vol. 8, no.4, 2014
Abstract: In this study the 500 largest Greek companies are examined concerning their websites as marketing communication channels. Features of the websites are analysed and the most important features are categorised. Companies’ characteristics are analysed and connected to the business activities of the firms. Simultaneously, the companies are segmented using a two-step cluster analysis and, hence, the profiles of the clusters are presented. The findings indicate that Greek firms do not adopt advanced e-CRM features as a means to obtain feedback. Only a minority of firms surveyed have exploited the web as a marketing communication tool. Further, a field research was conducted addressed to the marketing managers of the largest 500 companies in Greece. The survey showed that the advanced e-CRM features are found to be related to the communication and advertisement goals of a company’s website. Moreover, those advanced features are related to the e-commerce web applications and information quality of the company’s webpage. Finally, some e-CRM strategy features and pursued characteristics of a company webpage, according to the marketing managers of the firms, are identified and presented.
Description: Δημοσιεύσεις μελών--ΣΔΟ--Τμήμα Εμπορίας και Διαφήμισης, 2014
URI: http://195.251.240.227/jspui/handle/123456789/4648
ISSN: 1741-8100
Item type: other
Submission Date: 2018-02-27T18:19:45Z
Item language: el
Item access scheme: free
Institution and School/Department of submitter: ΤΕΙ Θεσσαλονίκης
Appears in Collections:Δημοσιεύσεις σε Περιοδικά

Files in This Item:
There are no files associated with this item.



 Please use this identifier to cite or link to this item:
http://195.251.240.227/jspui/handle/123456789/4648
  This item is a favorite for 0 people.

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.