Using electronic customer relationship management to maximize/minimize customer satisfaction/dissatisfaction

Electronic customer relationship management (eCRM) has attracted the attention of managers and academic researchers for the past several years. Issues of eCRM have varied from marketing to information technology. While there are many concerns and efforts for successful management of customer relationship in the online environment, this chapter posits that the major components of eCRM include increasing customer satisfaction and customer loyalty, minimizing customer dissatisfaction, resolving customer complaints, and increasing product/service quality. It reviews the major eCRM issues of customer satisfaction and dissatisfaction, as well as the aspects of customer loyalty and complaints that are consequences of customer satisfaction and dissatisfaction. It implies for both researchers and businesses that a hybrid approach from the marketing and information system perspectives leads successful eCRM.