Electronic Customer Relationship Management (Ecrm)

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2008:042

MASTER'S THESIS

Electronic Customer Relationship Management (eCRM)
- customers’ perception of value from eCRM features on airline e-ticketing Websites

Iftikhar Ahmad Ataur Rahman Chowdhury

Luleå University of Technology Master Thesis, Continuation Courses Electronic Commerce Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2008:042 - ISSN: 1653-0187 - ISRN: LTU-PB-EX--08/042--SE

ABSTRACT

Abstract
The purpose of this research study is to give a better understanding of customers’ perception of value from eCRM features on airline e-ticketing Websites. Multiple case study strategy was chosen and empirical data was collected from seven cases through in-depth interviews. Each customer who was a student and used to buy airline e-tickets was treated as a single case. Customers’ responses were taken both after the adoption of a feature (post-adoption) and before the adoption of a feature (pre-adoption) to find the overall perceptions of customers. Findings of the study shows that all the features were not important for customer satisfaction, at the same time, websites were not providing all the features discussed by the theory where as customers showed their willingness to use those features if provided. It is also discovered that after sale services, which can cause customer retention, were not provided efficiently and needed to be improved.

"....value is like service and quality among marketing terms, in that it must be defined by the customer." Barnes (2000)

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
This thesis is written as part of Master’s program in e-Commerce at Department of Business Administration and Social Sciences Division of Industrial Marketing & e-Commerce, Lulea University of Technology, Sweden. There were many people who contributed towards the success of this research study and we would like to thank for their valuable time, efforts and well wishes. First of all, we would like to thank our supervisor Rickard Wahlberg, (assistant professor, Ph.D. Division of Business Administration and Management IES Luleå University of Technology) without whose guidance a successful completion of this research thesis might have been a very difficult task to complete. His critique and helping ideas showed us the way to proceed. We are really grateful for that. We would also like to thank all respondents who gave us their valuable time during the data collection phase. We really appreciate their cooperative attitude towards research. We are also grateful to all of our teachers (especially Lars Lars-Ole Forsberg and Tim Foster) who were present to guide us during our studies and stay in Lulea. We pay our special gratitude to University and Library staff, for providing excellent facilities and full cooperation to us. We are also thankful to Swedish Government for providing us the great opportunity to get advantage from high standard of education in Sweden. Finally we would like to thank our loved ones. I, Iftikhar Ahmad, would like to thank my parents, brothers and sisters for their love, affection, prayers and endless support. I, Ataur Rahman Chowdhury, would like to use this opportunity to appreciate my family for their full cooperation during my studies. Lulea University of Technology Sweden, May 2008

Iftikhar Ahmad iftikhar909@yahoo.com

Ataur Rahman Chowdhury ar_chowdhury75@yahoo.co.in

TABLE OF CONTENTS

TABLE OF CONTENTS
1. INTRODUCTION....................................................................................................... 1 1.1 Problem Discussion ............................................................................................................................. 4 1.2 Research Purpose.................................................................................................................................. 7

2. LITERATURE...
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