A process model for customer relational assets creation A case study of online securities trading platform

摘要

Purpose - The purpose of this research is to understand the practices of electronic customer relationshiprnmanagement (eCRM) and to establish a process model for online customers' relational assets creation.rnDesign/methodology/approach - Through a case study of a Taiwanese securities company,rnqualitative data are gathered on the process where online customers' relational assets evolved. Thisrnresearch is primarily based on 20 interviews of the case company. Four managers from the other twornsecurities brokerage companies are also consulted in order to validate and complement the collectedrninformation.rnFindings - The model reveals the relational assets creation as a four-phase process: establish onlinernrelational tie, identify the features of oniine customers, enhance self-determined behavior, and exploitrnresearch & development advantage for long-term relationships.rnOriginality/value - In presenting an integrated view of the relational assets creation issue of eCRMrnhas served as a step in establishing a process model. For each phase of the model, key managerialrnactivities were identified that may facilitate online relationship building. The implications of thernlessons learned and its future research directions are also discussed.