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Title: |
An Empirical Study of Trust-Centric Customer-Relationship Based E-Marketing from Customer Collaborative Contributions |
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Source: |
Conference Name Proceedings of the 5th International Conference on Cooperation and Promotion of Information Resources in Science and Technology (COINFO 2010 E-BOOK)
(pp 187-191)
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Author(s): |
Wu Lu, School of Business, Zhejiang University City College, Hangzhou 310015, China
Min He, School of Business, Zhejiang University City College, Hangzhou 310015, China |
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Abstract: |
Customer relationship management develops the theory of user-centric strategy which become a blossoming guidelines the e-marketing practice. However, from the perspective of customer relationship based e-marketing, management practice needs to focus the trust-centric value in the Web 2.0 era. This article brings cross-cases analysis on three hotels’ websites in Hangzhou and investigates 127 questionnaires from consumers’ viewpoints about how to exploit the network effects from an effective and efficient e-marketing. The dilemma in practicing the e-business objectives, e-marketing techniques and customer database have been discussed and analyzed. It found that, without a reinforced trust, the companies and their adopted e-marketing techniques or customer database are unable to touch customers. Therefore, the full adoption of the customers’ interactive characteristic to respect consumers as innovation contributor can strengthen the satisfaction and trust, and additionally, the activation of a collaborative network effect would uplift consumers’ willing to accept companies’ marketing activities.
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