CRM in the Consumer Space : A Chinese Perspective
Li, Xiao Nan (2003) CRM in the Consumer Space : A Chinese Perspective. [Dissertation (University of Nottingham only)] (Unpublished)
This paper uses the perspective of relationship marketing theory to critically examine the CRM practice in the consumer space. The paper explores informants’ experiences of interacting with commercial organisations and attempts to construct a relationship development model between consumers and organisations from the points of view of the informants in this study. Depth interviews among eight purposely-selected consumers provide the data. Building upon this discussion, the extent to which the genuine relationship might be constructed as the informants’ experiences are explored. The managerial implications that might be directed toward strengthening the relationships with customers are also suggested.
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