Abstract
Because of the changes in the service economy, the service-oriented management (SOM) approach has been adopted widely in contemporary enterprises. Service-oriented management is the operational management of service delivery within a service-oriented architecture (SOA), which allows e-service companies to design customized e-services and combine them dynamically, based on various needs. In this paper, we propose a SOA-based concept called Internet-Enabled CRM, where companies conduct CRM by utilizing devices which can deliver e-services through the Internet. The study, identifies the importance of Internet-Enabled CRM in terms of an e-service value cube and SOA-based CRM framework. The e-service value cube encompasses three dimensions of value: (1) business value, (2) customer perceived value, and (3) social value. The proposed SOA-based CRM framework also provides two perspectives: (1) the customer perspective and (2) the e-service provider perspective. This work indicates the components for Internet-Enabled CRM and provides a roadmap for future e-service industry.
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Keywords
- Customer Relationship Management
- Customer Lifetime Value
- Customer Perception
- Customer Lifetime
- Customer Perspective
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© 2015 Academy of Marketing Science
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Chang, WL. (2015). A Roadmap of Soa-Based Framework for Internet-Enabled CRM. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_82
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DOI: https://doi.org/10.1007/978-3-319-10864-3_82
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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