Managing customer relationships on the Internet

Abstract: 'Virtual exchange' is bringing buyers and sellers together electronically
rather than having to go to a physical market place. The Internet is
affecting every facet of business life, obliterating current business
models. It is becoming increasingly clear that stalled or failed CRM
projects are often the result of companies lacking a thorough understanding
of what CRM initiatives entail. The purpose of our study is to find out
that how customer relationships are being managed (CRM) on the Internet.
Our research explores, describes and begins to explain, how the most
successful airlines of the world are satisfying their customers by
providing services through their websites. How the companies are describing
online environment for their customers. Is it user friendly and meeting
their requirements of customers or not. In our study, we have used
individual case analysis for each company and cross case analysis for both
companies. Our finding concerns with the contents and their customer
services, provided on the websites of airlines. The contents match with
theory mostly, but there are still some to implement by them. They are much
efficient in providing online services but still they need to provide
complete shipping information and money back guarantee. Companies should
use chat functions for customer’s immediate interactions, whether cookies
are better option. That’s why companies are spending billions of dollars to
process information of their customers for CRM on internet. Finally,
implications for theory, managers and future research are described.