Customer Relationship Building on the Internet in B2B Marketing: A Proposed Typology

Abstract

AbstractDespite the large number of customer relationship marketing (CRM) applications currently in use on the Internet, there is a lack of an organizing structure. This paper presents a 3X3 typology of e-CRM practices, with particular focus on business-to-business interactions. The typology is based on two dimensions: (1) the stage of the purchase decision process and (2) Berry and Parasuraman's (1991) levels of relationship marketing. The proposed typology can be used to design and evaluate a finn's e-CRM strategies relative to its B2B relationship marketing objectives. Additional informationNotes on contributorsL. Jean Harrison-WalkerL. Jean Harrison-Walker (Ph.D., Florida State University) is an associate professor in the Department of Marketing at the University of Houston-Clear Lake. Her research interests include e-marketing, services marketing, commitment/relationship marketing, word-of-mouth communication, and market orientation. Dr. Walker's research has been published in the Journal of Service Research, Journal of Marketing Theory and Practice, Journal of Services Marketing, Service Industries Journal, Journal of Business-to-Business Marketing, Journal of Quality Management, Journal of Consumer Marketing, Journal of Marketing Channels, Business Horizons, The International Journal of Non-Profit and Voluntary Sector Marketing, the Academy of Managerial Communications Journal, the Journal of Business Disciplines, the Journal of Education for Business, as well as numerous conference proceedings.Sue E. NeeleySue E. Neeley (Ph. D., Arizona State University) is an associate professor and Coordinator of the Marketing Program at the University of Houston-Clear Lake. Her research interests include marketing strategy (particularly the relationship between market share and profitability), business-to-business customer relationship management, and the scholarship of the enhancement of teaching and learning. She has conducted numerous workshops on innovative methods of using midsemester student feedback to improve learning and student involvement in the learning process. Dr. Neeley's research has been published in the Journal of Business Research, Journal of Services Marketing, Mid-Atlantic Journal of Business, Journal of Business Education and the Handbook of Business Strategy, as well as the proceedings of professional conferences.