ABSTRACT
The purpose of this research work was to identify how customers` perceive value of pre-usage, usage and post-usage features of Ehmeth Websites. Ehmeth UK Limited is a small company of ten employees which deals with numerous customers in helping them to send their money to and from London to Nigeria.
Qualitative research methodology was utilized in this study. The qualitative research data consisted of three in-depth interviews with key managers of Ehmeth UK Limited. The respondents who are directly involved in customer relationship management gave the in-depth analysis of the good, the bad and the ugly side of the websites they used in money transfer from London to Nigeria and vice versa.
The results of the interviews revealed that customers were not oriented enough to use and enjoy money transfer features of Ehmeth websites. Also, the study revealed that Ehmeth websites lacks the post-usage features, feedback link and yet to integrate loyalty club into her company website. The interview also revealed that Ehmeth website has a lot of under utilizing features that can benefit both customers and the company.
The author recommends that management within Ehmeth reevaluate their eCRM practices and endeavour to modify the whole website. It is recommended that Ehmeth should create more awareness to her customers in different part of the world on the importance of electronic web portal. It is also recommended that further research be carried out on Mobile Customer Relationship Management and Social Customer Relationship Management.
Keywords: e-commerce, value, perception, features, forum, loyalty.
TABLE OF CONTENTS
Thesis abstract
Abbreviations
Tables
1 INTRODUCTION
1.1 Background of the Study
1.2 Research Purpose
1.3 Research Problem
1.4 Research Questions
2 LITERATURE REVIEW
2.1 Background of Literature Review
2.2 Customer Relationship Management (CRM)
2.3 Electronic Customer Relationship Management (e-CRM)
2.4 Difference between CRM and e-CRM
2.5 e-CRM through e-Commerce Web Portal
2.6 Barriers to e-CRM
2.7 Benefits of e-CRM
2.8 e-CRM Customers Benefits
2.8.1 Lowers the cost
2.8.2 Adaptability to new technology
2.8.3 Availability
2.8.4 Integration with the system
2.8.5 Helps data construction
2.8.6 Increased customer interaction
2.8.7 Maneuverability
2.8.8 Managing data reservoir
2.8.9 Lesser response time
2.8.10 Lower marginal cost
2.8.11 New customer service opportunities
2.8.12 Reach and service personalization
2.8.13 Automatic self-documentation
2.8.14 User control
2.9 e-CRM Company Benefits
2.9.1 Service level improvement
2.9.2 Revenue growth
2.9.3 Productivity
2.9.4 Customer Satisfaction
2.9.5 Automation
2.10 Specific Stages of e-CRM
2.11 Challenges of e-CRM
3 RESEARCH METHODOLOGY
3.1 Research Purpose
3.2 Quantitative and Qualitative Comparison
3.3 Data Collection Method
3.3.1 Interview
3.3.2 Primary and Secondary Data
3.3.3 Types of Interviews
3.4 Distribution Methods
3.4.1 By Post
3.4.2 By Telephone
3.4.3 Online
3.4.4 Face-to-Face
3.4.5 Group Distribution
3.4.6 Individual Distribution
4 EMPIRICAL DATA
4.1 Respondent One
4.2 Respondent Two
4.3 Respondent Three
5 QUALITATIVE DATA ANALYSIS
5.1 Reliability
5.2 Validity
5.3 Analysis
5.4 Analysis of Ehmeth Websites
6 FINDINGS, RECOMMENDATION & CONCLUSION
6.1 FINDINGS
6.2 RECOMMENDATION
6.3 CONCLUSION
6.4 FUTURE RESEARCH
BIBLIOGRAPHY
APPENDICES
1 INTRODUCTION
This study emanates from five months internship with Ehmeth (UK) Limited where a customer relationship management tool is needed for customers` satisfaction and profitability of the company. Access of the author to Ehmeth website stirred up the research study. He discovered that the available electronic customer relationship tool is under utilized by her customers.
The researcher observed online barriers limit that eliminate web accessibility for many of her potential customers with access challenges. It was difficult to establish, develop and manage relationships with her customers if they cannot access the company‟s website for information, let alone to place orders or request services. It was these challenges that gave birth to this research topic.
CRM has changed over the years from a customer service business unit loosely linked to marketing to an electronic dynamo attempting to maximize the value of existing customer relationships (Fjermestad and Romano 2006, 4).
Fjermestad et al. (2006, 24) said the “e” in eCRM does not limit the data collection and processing to the Internet. By definition, any electronic contact with a customer through which data can be gathered for further analysis can be considered a form of eCRM.
Wisner, Tan and Leong (2008, 349) defined Customer Relationship Management as the infrastructure that enables the delineation of an increase in customer value, and the correct means by which to motivate valuable customers to remain loyal-indeed to buy again.” In their own opinion customer relationship management can be viewed in three different ways:
“…to keep track of customers, learning about each one‟s likes and dislikes from various sources like transaction records, call center logs, website clicks, and search engine queries.”
Padmanabhan, Zheng and Kimbrough (2006, 248) stated that electronic customer relationship management build profiles and models based on data collected by a single website from users‟ interactions with the site.
According to the opinion of (Chaffey, Chadwick, Mayer and Johnston 2009, 330) building long-term relationships with customers is essential for any sustainable business, and this applies equally to online elements of a business. Failure to build relationships to gain repeat visitors and sales largely caused the failure of many dot.coms following huge expenditure on customer acquisition. He said the interactive nature of the web combined with e-mail communications provides an ideal environment in which to develop customer relationships, and databases provide a foundation for storing information about the relationship and providing information to strengthen it by improved, personalized services. They affirmed that this online approach to CRM is often known as e-CRM or electronic customer relationship management (Chaffey et al. 2009, 257).
Meersman, Herrero and Dillon (2009, 484) in their book said a good customer relationship is the key to business success. Relationship building and management, or what has been labeled as relationship marketing, is a leading approach to marketing. The use of customer relationship management (CRM) systems is becoming increasingly important to improve customer life time value. So more and more businesses begin to attach great importance to electronic customer relationship management (eCRM), which focuses on customers instead of products or services, that is, considering customer‟s needs in all aspects of a business, ensuring customers‟ satisfaction. By providing information on customer
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