How Internet Marketing Tools Influence Customer Relationship Management : An analysis based on webinar

University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET); Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

Author: Wenqin Chen; Lu Bai; [2010]

Keywords: Internet marketing Tools; Customer Relationship Management; Commitment; Satisfaction; Trust; Webinar; Multiple method;

Abstract:

The purpose of this dissertation is to present how online marketing tools influence customer relationship management (CRM) in a Business to Business (B to B) company. After reviewing the relevant theories, a frame of reference for client relations through the internet is selected from the research of Bauer

et al (2002). Six key characteristics of internet were discussed in order to reveal their impact on CRM. Meanwhile, three variables, which are commitment, satisfaction, and trust, are explored to measure the concept CRM. Both qualitative and quantitative research are used in this study, through analyzing the company’s internal documents, the authors come to a conclusion that the internet tool could improve customer satisfaction, commitment and trust, so as to improve customer relationship.

Key words:

Internet marketing Tools, Customer Relationship Management, Commitment, Satisfaction, Trust, Webinar, Multiple method

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