An Assessment of Electronic Customer Relationship Management Adoption by Telecommunication Companies

摘要

Competition in cyberspace is becoming more intense. With vast information available on the Internet consumers may easily switch at low cost, thus gaining higher bargaining power in the electronic marketplace. In turn, companies have sought to use information technology to learn the needs and preferences of their customers. This study attempts to investigate the extent to which companies utilize the Internet technology to help build customer relationships. This study aimed to assess the usage level of Electronic Customer Relationship Management (E-CRM) tools by telecommunication companies. The results indicated that companies are indifferent in their levels of usage for informational and transactional tools but are significantly different in the adoption of relational tools. We discuss the results and suggest some directions for future research.