Title: Retail managers' perspectives on the effectiveness of corporate e-personalisation initiatives

Authors: Alan D. Smith

Addresses: Department of Management and Marketing, Robert Morris University, Pittsburgh, PA 15219-3099, USA

Abstract: Factors, such as costs to acquire customers and poor marketing campaigns, have allowed well-established brick-and-mortar retailers to have distinct advantages in e-tailing over pure plays. Although established reputations and extensive business experience play major roles, the effectiveness of the corporate customisation, especially e-personalisation, via sound CRM-based initiatives are extremely important in this success. Through appropriate multivariate analyses, the basic elements of customisation were tested and all found statistically significant through the viewpoints of retailer managers| perspective. There is little doubt that the competitive processes and/or core competencies vital to businesses should focus on areas where CRM initiatives would have their best affects, especially concerning customer retention and loyalty.

Keywords: customer behaviour; customer relationship management; CRM; empirical; corporate customisation; e-personalisation; e-tailing, service marketing; strategy; service operations; electronic retailing; online retailing; electronic personalisation; customer loyalty; customer retention; retail management.

DOI: 10.1504/IJBIS.2011.042407

International Journal of Business Information Systems, 2011 Vol.8 No.3, pp.211 - 246

Published online: 30 Sep 2014 *

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