An integrated framework for managing eCRM evaluation process

摘要

Electronic Customer Relationship Management (eCRM) has received a lot of attention from researchers and practitioners over the last decade. The main objectives of this paper are to determine the key eCRM evaluation issues and factors as well as to present an evaluation framework for eCRM from the perspective of strategic alignment (Parker, 1996). The main contribution of this study is the development of an integrated eCRM evaluation framework that can be used to manage the eCRM evaluation process as well as to offer management with a more realistic insight into the impact of the eCRM on their business.