Pub Date : 2018-03-06DOI: 10.1504/IJECRM.2018.10011239
Elia Ardyan, Gita Sugiyarti
The purpose of this study is to test the influence of electronics customer relationship management (e-CRM) and co-information sharing on product competitiveness and small and medium-sized enterprises (SMEs) performance marketing in Indonesia. The samples in this research were 350 respondents as the owners or managers of SMEs in Indonesia. The analysis in this study was structural equation modelling (SME). Amos 21 version was used in processing the data. In this research, e-CRM is one of the important stimulating factors for increasing co-information sharing activity. The increase of co-information sharing activity will influence the increase of product competitiveness and SMEs marketing performance. One of the contributions of this research is that the companies' ability to relate to their customers by e-CRM will influence the intensity and the quality of co-information sharing activity. The managerial contribution in this research is that choosing appropriate media can make the interaction easier between...
{"title":"The influence of e-CRM capability and co-information sharing activity on product competitiveness and marketing performance of small and medium-sized enterprises","authors":"Elia Ardyan, Gita Sugiyarti","doi":"10.1504/IJECRM.2018.10011239","DOIUrl":"https://doi.org/10.1504/IJECRM.2018.10011239","url":null,"abstract":"The purpose of this study is to test the influence of electronics customer relationship management (e-CRM) and co-information sharing on product competitiveness and small and medium-sized enterprises (SMEs) performance marketing in Indonesia. The samples in this research were 350 respondents as the owners or managers of SMEs in Indonesia. The analysis in this study was structural equation modelling (SME). Amos 21 version was used in processing the data. In this research, e-CRM is one of the important stimulating factors for increasing co-information sharing activity. The increase of co-information sharing activity will influence the increase of product competitiveness and SMEs marketing performance. One of the contributions of this research is that the companies' ability to relate to their customers by e-CRM will influence the intensity and the quality of co-information sharing activity. The managerial contribution in this research is that choosing appropriate media can make the interaction easier between...","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"158"},"PeriodicalIF":0.0,"publicationDate":"2018-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44574993","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-03-06DOI: 10.1504/IJECRM.2018.10011236
Neda Foroutan, M. Esfidani
The main objective of this study is to identify factors affecting acceptance of the internet as a marketing intelligence tool among sales staff. This research is descriptive-measuring form the field branch and the way of gathering theoretical discussion is library manner. Its data has been obtained by questionnaire. Validity by the experts and its reliability by using Cronbach's alpha were proved. A simple random sampling method was used to select the respondents of the survey. In this paper, descriptive statistics are used to show demographic characteristic and to confirm or reject hypotheses, regression analysis and univariate analysis of variance has been used. The results augment the role of Supervisor support as the essential driver of salespeople's attitude to adopt sales technology and perceived usefulness (PU) as a secondary driver and after all perceived ease of use (PEOU) is the third driver of salespeople's attitude to adopt sales technology.
{"title":"Factors affecting acceptance of the internet as a marketing intelligence tool among sales staff","authors":"Neda Foroutan, M. Esfidani","doi":"10.1504/IJECRM.2018.10011236","DOIUrl":"https://doi.org/10.1504/IJECRM.2018.10011236","url":null,"abstract":"The main objective of this study is to identify factors affecting acceptance of the internet as a marketing intelligence tool among sales staff. This research is descriptive-measuring form the field branch and the way of gathering theoretical discussion is library manner. Its data has been obtained by questionnaire. Validity by the experts and its reliability by using Cronbach's alpha were proved. A simple random sampling method was used to select the respondents of the survey. In this paper, descriptive statistics are used to show demographic characteristic and to confirm or reject hypotheses, regression analysis and univariate analysis of variance has been used. The results augment the role of Supervisor support as the essential driver of salespeople's attitude to adopt sales technology and perceived usefulness (PU) as a secondary driver and after all perceived ease of use (PEOU) is the third driver of salespeople's attitude to adopt sales technology.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"142"},"PeriodicalIF":0.0,"publicationDate":"2018-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48163923","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-03-06DOI: 10.1504/IJECRM.2018.10011196
N. Gupta
Purpose: This study focuses on the influence of electronic banking (eBanking) on customer's perception about cross-selling and up-selling considering various demographics variables of the customers of public sector banks (PSBs) of India. Design/methodology/approach: Data were collected from 692 respondents by way of simple random sampling. The collected data were analysed using cross-tabs, frequency and Chi-square testing. Findings: It has been found that customer demographic influence variables like age groups, annual income, qualification, gender and profession influence cross-selling and up-selling of banking products and services. Practical implications/limitations: The identification of the most influential demographic variable will help to build strong and effective cross-selling and up-selling of financial products and services. Originality/value: This study was made on the primary data, which has provided significant analysis and results for understanding the influence of customer demographic on perception. Result shows that demographic variables influence customers' perception about cross-selling and up-selling in eBanking for PSBs of India.
{"title":"Influence of demographic variables: customers' perception about cross-selling and up-selling for eBanking","authors":"N. Gupta","doi":"10.1504/IJECRM.2018.10011196","DOIUrl":"https://doi.org/10.1504/IJECRM.2018.10011196","url":null,"abstract":"Purpose: This study focuses on the influence of electronic banking (eBanking) on customer's perception about cross-selling and up-selling considering various demographics variables of the customers of public sector banks (PSBs) of India. Design/methodology/approach: Data were collected from 692 respondents by way of simple random sampling. The collected data were analysed using cross-tabs, frequency and Chi-square testing. Findings: It has been found that customer demographic influence variables like age groups, annual income, qualification, gender and profession influence cross-selling and up-selling of banking products and services. Practical implications/limitations: The identification of the most influential demographic variable will help to build strong and effective cross-selling and up-selling of financial products and services. Originality/value: This study was made on the primary data, which has provided significant analysis and results for understanding the influence of customer demographic on perception. Result shows that demographic variables influence customers' perception about cross-selling and up-selling in eBanking for PSBs of India.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"126"},"PeriodicalIF":0.0,"publicationDate":"2018-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44562188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2018-03-06DOI: 10.1504/IJECRM.2018.10011240
A. Najmi, W. Ahmed
In this intense competitive era, businesses surrounded with different internal and external factors are striving to improve their distribution strategy. This study investigates the effects of dimensions of e-channel quality and product values on e-customer satisfaction, leading to e-customer loyalty in an economy where e-commerce is still in evolving phase. E-channel quality served as a higher order factor which includes: perceived ease of use (EOU), perceived usefulness (PU), convenience (CON), entertainment (ENT), selection (SEL) and return-ability (RTN); whereas product values served as a higher order factor for product quality (PQ) and price consciousness (PC). Data was collected from 224 university students and PLS-SEM was applied. The results revealed that quality attributes of e-channel and product values have significant impact on e-customer satisfaction which leads to e-customer loyalty. Based on the findings, the results are discussed and directions for future research are also provided.
{"title":"Assessing channel quality to measure customers' outcome in online purchasing","authors":"A. Najmi, W. Ahmed","doi":"10.1504/IJECRM.2018.10011240","DOIUrl":"https://doi.org/10.1504/IJECRM.2018.10011240","url":null,"abstract":"In this intense competitive era, businesses surrounded with different internal and external factors are striving to improve their distribution strategy. This study investigates the effects of dimensions of e-channel quality and product values on e-customer satisfaction, leading to e-customer loyalty in an economy where e-commerce is still in evolving phase. E-channel quality served as a higher order factor which includes: perceived ease of use (EOU), perceived usefulness (PU), convenience (CON), entertainment (ENT), selection (SEL) and return-ability (RTN); whereas product values served as a higher order factor for product quality (PQ) and price consciousness (PC). Data was collected from 224 university students and PLS-SEM was applied. The results revealed that quality attributes of e-channel and product values have significant impact on e-customer satisfaction which leads to e-customer loyalty. Based on the findings, the results are discussed and directions for future research are also provided.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"179"},"PeriodicalIF":0.0,"publicationDate":"2018-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48002905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-27DOI: 10.1504/IJECRM.2017.10007744
S. Raza, A. Umer, Nida Shah
This research centres the variables affecting the intention of individuals to continue using mobile banking in Pakistan through using a model of technology acceptance model (TAM). Relevant information was collected through a structured instrument while the sample size included 300 users of mobile banking. Furthermore, statistical tools applied as a part of a study were reliability analysis and partial least square-SEM = Structural Equation Modelling in order to check the effect of those factors with the intention of the users. Outcomes suggest that resistance is significantly and negatively associated with perceived ease of use while it is significantly and positively associated with perceived usefulness. Also, perceived risk and compatibility have positive significant relationships with both perceived ease of use and perceived usefulness. However, awareness is positively and significantly connected with perceived ease of use and an insignificant relationship with perceived usefulness. Perceived ease of use has a significant positive relationship with both perceived usefulness and attitude, while perceived usefulness has a positive significant relationship with attitude and intention towards adopting mobile banking. Finally, attitude is also positively and significantly linked with the intention of using mobile banking. The results of this study provide useful information about the users' pattern of using the technology, which will be helpful for the financial institutions.
{"title":"New determinants of ease of use and perceived usefulness for mobile banking adoption","authors":"S. Raza, A. Umer, Nida Shah","doi":"10.1504/IJECRM.2017.10007744","DOIUrl":"https://doi.org/10.1504/IJECRM.2017.10007744","url":null,"abstract":"This research centres the variables affecting the intention of individuals to continue using mobile banking in Pakistan through using a model of technology acceptance model (TAM). Relevant information was collected through a structured instrument while the sample size included 300 users of mobile banking. Furthermore, statistical tools applied as a part of a study were reliability analysis and partial least square-SEM = Structural Equation Modelling in order to check the effect of those factors with the intention of the users. Outcomes suggest that resistance is significantly and negatively associated with perceived ease of use while it is significantly and positively associated with perceived usefulness. Also, perceived risk and compatibility have positive significant relationships with both perceived ease of use and perceived usefulness. However, awareness is positively and significantly connected with perceived ease of use and an insignificant relationship with perceived usefulness. Perceived ease of use has a significant positive relationship with both perceived usefulness and attitude, while perceived usefulness has a positive significant relationship with attitude and intention towards adopting mobile banking. Finally, attitude is also positively and significantly linked with the intention of using mobile banking. The results of this study provide useful information about the users' pattern of using the technology, which will be helpful for the financial institutions.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"44"},"PeriodicalIF":0.0,"publicationDate":"2017-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43915742","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-27DOI: 10.1504/IJECRM.2017.10007750
Yang-Chu Lin, Yi-Chih Lee, S. Lin
The booming development of the Internet has brought about many notable industries, such as webcasts. The mutual influence between webcasters and game players is important, yet overlooked. This study explored whether or not the personality traits of webcasters and the involvement of online game had any influence on the loyalty and satisfaction of online game players. The results of our questionnaire survey of online game players revealed that the personality traits of webcasters had a significant and positive influence on their loyalty and satisfaction; hence, the involvement of game players influenced their satisfaction and loyalty to the game.
{"title":"The influence of the personality traits of webcasters on online games","authors":"Yang-Chu Lin, Yi-Chih Lee, S. Lin","doi":"10.1504/IJECRM.2017.10007750","DOIUrl":"https://doi.org/10.1504/IJECRM.2017.10007750","url":null,"abstract":"The booming development of the Internet has brought about many notable industries, such as webcasts. The mutual influence between webcasters and game players is important, yet overlooked. This study explored whether or not the personality traits of webcasters and the involvement of online game had any influence on the loyalty and satisfaction of online game players. The results of our questionnaire survey of online game players revealed that the personality traits of webcasters had a significant and positive influence on their loyalty and satisfaction; hence, the involvement of game players influenced their satisfaction and loyalty to the game.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"94"},"PeriodicalIF":0.0,"publicationDate":"2017-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42283649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-27DOI: 10.1504/IJECRM.2017.10007745
Syeda Marium Mehmood, A. Najmi
The purpose of this study is to find out the impact of five types of service convenience namely decision, access, transaction, benefit and post-benefit on customer satisfaction in home delivery service of online retailing. Service convenience model is applied to identify the consumer's experience regarding different conveniences encountered at different stages of home delivery. For that purpose, the data was collected from 230 consumers who had experienced the home delivery service during online shopping. After applying EFA, regression analysis has been performed as a statistical technique to test the hypotheses. The result of the study shows that all the independent variables are having a positive and significant impact on customer satisfaction except the one which is access convenience. This shows that accessibility to service provider does not affect customer satisfaction as they are considering online shopping as an efficient virtual store, where they can complete the purchasing process by themselves. It is recommended that online retailers should have to focus in providing convenience services in order to increase customer satisfaction.
{"title":"Understanding the impact of service convenience on customer satisfaction in home delivery: evidence from Pakistan","authors":"Syeda Marium Mehmood, A. Najmi","doi":"10.1504/IJECRM.2017.10007745","DOIUrl":"https://doi.org/10.1504/IJECRM.2017.10007745","url":null,"abstract":"The purpose of this study is to find out the impact of five types of service convenience namely decision, access, transaction, benefit and post-benefit on customer satisfaction in home delivery service of online retailing. Service convenience model is applied to identify the consumer's experience regarding different conveniences encountered at different stages of home delivery. For that purpose, the data was collected from 230 consumers who had experienced the home delivery service during online shopping. After applying EFA, regression analysis has been performed as a statistical technique to test the hypotheses. The result of the study shows that all the independent variables are having a positive and significant impact on customer satisfaction except the one which is access convenience. This shows that accessibility to service provider does not affect customer satisfaction as they are considering online shopping as an efficient virtual store, where they can complete the purchasing process by themselves. It is recommended that online retailers should have to focus in providing convenience services in order to increase customer satisfaction.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"23"},"PeriodicalIF":0.0,"publicationDate":"2017-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47661154","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-27DOI: 10.1504/IJECRM.2017.086753
F. Ciccullo, M. Pero, M. Caridi
Although it is well known that product design affects supply chain management, much less has been written about whether and how product design affects supply chain risk management. This research gap brought us to study the following research questions: which new product development (NPD) practices can mitigate supply chain risk? And how? Based on seven exploratory case studies, we found that four categories of NPD practices, as well as product modularity, are effective supply chain risk mitigation levers. Moreover, we found that the conjoint adoption of NPD practices and product features (i.e. 'bundles') has a synergistic effect on supply chain risk mitigation.
{"title":"Exploring the hidden potential of product design to mitigate supply chain risk","authors":"F. Ciccullo, M. Pero, M. Caridi","doi":"10.1504/IJECRM.2017.086753","DOIUrl":"https://doi.org/10.1504/IJECRM.2017.086753","url":null,"abstract":"Although it is well known that product design affects supply chain management, much less has been written about whether and how product design affects supply chain risk management. This research gap brought us to study the following research questions: which new product development (NPD) practices can mitigate supply chain risk? And how? Based on seven exploratory case studies, we found that four categories of NPD practices, as well as product modularity, are effective supply chain risk mitigation levers. Moreover, we found that the conjoint adoption of NPD practices and product features (i.e. 'bundles') has a synergistic effect on supply chain risk mitigation.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"66-93"},"PeriodicalIF":0.0,"publicationDate":"2017-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1504/IJECRM.2017.086753","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46792523","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-09-27DOI: 10.1504/IJECRM.2017.10007736
Arshian Sharif, S. Raza
The purpose of this study is to analyse the untouched dimensions of internet banking acceptance by following a more comprehensive approach to address internet banking intention adoption. CFA and SEM analyses have been used to analyse the data collected from university students. The study strives to examine the role of hedonic motivation, self-efficacy, trust, habit and behavioural intention variables in predicting individuals' adoption of internet banking. The empirical findings established the significant and positive contribution of hedonic motivation (HM) on trust (T). Along with this, hedonic motivation (HM), trust (T), self-efficacy (SE) and habit (H) showed a positive and significant impact on behavioural intention (BI). Finally, results revealed that habit (H) and behavioural intention (BI) have a significant and positive impact on the user's intention to adopt internet banking (A). Therefore, it can be recommended that banks need to improve their customers' skills with respect to internet banking usage. Furthermore, the banks should change their internet banking screens and should switch to more innovative interface in order to attract customers towards internet banking. The present study provided an all-inclusive approach by incorporating existing literature on internet banking which emphasises greatly on the perception aspects of technology and hardly studies the impact of these variables.
{"title":"The influence of hedonic motivation, self-efficacy, trust and habit on adoption of internet banking: a case of developing country","authors":"Arshian Sharif, S. Raza","doi":"10.1504/IJECRM.2017.10007736","DOIUrl":"https://doi.org/10.1504/IJECRM.2017.10007736","url":null,"abstract":"The purpose of this study is to analyse the untouched dimensions of internet banking acceptance by following a more comprehensive approach to address internet banking intention adoption. CFA and SEM analyses have been used to analyse the data collected from university students. The study strives to examine the role of hedonic motivation, self-efficacy, trust, habit and behavioural intention variables in predicting individuals' adoption of internet banking. The empirical findings established the significant and positive contribution of hedonic motivation (HM) on trust (T). Along with this, hedonic motivation (HM), trust (T), self-efficacy (SE) and habit (H) showed a positive and significant impact on behavioural intention (BI). Finally, results revealed that habit (H) and behavioural intention (BI) have a significant and positive impact on the user's intention to adopt internet banking (A). Therefore, it can be recommended that banks need to improve their customers' skills with respect to internet banking usage. Furthermore, the banks should change their internet banking screens and should switch to more innovative interface in order to attract customers towards internet banking. The present study provided an all-inclusive approach by incorporating existing literature on internet banking which emphasises greatly on the perception aspects of technology and hardly studies the impact of these variables.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"11 1","pages":"1"},"PeriodicalIF":0.0,"publicationDate":"2017-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42361849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-09-29DOI: 10.1504/IJECRM.2016.079383
Nikolaos Katsonis, M. Sfakianakis
The multiple strategic options and their evaluation are part of the management process of a telecommunication company, which aims to maximise the effectiveness of the organisation. Additional resources can be the outcome of this process, while the automation of the activities can also enhance the overall effectiveness of the organisational strategy. Furthermore, marketing operations are also important for the successful presence of an organisation in the market place and their development and automation can lead to multiple benefits and higher profitability. The different perspectives of higher and middle management employees regarding the use and the usefulness of such strategies have to be taken into account and an extra effort should be made to align those perspectives and increase the consistency of the organisational practices. This study, which is part of a larger research, aims to detect any possible gaps and issues on the perceptions of higher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of the application of management strategies and their effect on marketing operations.
{"title":"Business process automation in Greek telecommunications companies and marketing strategies","authors":"Nikolaos Katsonis, M. Sfakianakis","doi":"10.1504/IJECRM.2016.079383","DOIUrl":"https://doi.org/10.1504/IJECRM.2016.079383","url":null,"abstract":"The multiple strategic options and their evaluation are part of the management process of a telecommunication company, which aims to maximise the effectiveness of the organisation. Additional resources can be the outcome of this process, while the automation of the activities can also enhance the overall effectiveness of the organisational strategy. Furthermore, marketing operations are also important for the successful presence of an organisation in the market place and their development and automation can lead to multiple benefits and higher profitability. The different perspectives of higher and middle management employees regarding the use and the usefulness of such strategies have to be taken into account and an extra effort should be made to align those perspectives and increase the consistency of the organisational practices. This study, which is part of a larger research, aims to detect any possible gaps and issues on the perceptions of higher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of the application of management strategies and their effect on marketing operations.","PeriodicalId":39480,"journal":{"name":"International Journal of Electronic Customer Relationship Management","volume":"10 1","pages":"2"},"PeriodicalIF":0.0,"publicationDate":"2016-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1504/IJECRM.2016.079383","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"66748275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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