International E-Business – Building Online Customer Loyalty with Relationship Management

Table of Contents

1 Introduction

1.1 Problem Statement

1.2 Objective

1.3 Relevance of the Topic

1.3.1 Theoretical Relevance

1.3.2 Practical Relevance

2 Literature Review and Theoretical Framework

2.1 State of Research: Descriptive instead of Conception

2.2 Methodology

2.2.1 Definition and Limitation of Research Topic

2.2.2 Research Structure

3 Loyalty and Customer Relationship Management

3.1 Definition of Loyalty and Relationship Management

3.1.1 Benefits of Relationship Management & Customer Loyalty

3.1.2 Transactional View versus Relationship View

3.1.3 The Evolution of Relationship Management

3.2 General Approaches to Relationship Management

3.2.1 IMP Interaction Approach

3.2.2 Five-phase Profit Chain by Bruhn

3.2.3 Dynamic Framework by Dwyer, Schurr & Oh

3.3 Evaluation Criteria for a Concept of Relationship Management

3.4 Chosen Concept

4 International E-Business

4.1 Definition of E-Business

4.2 Value Adding Characteristics/Opportunities of E-Business

4.2.1 Interactivity, Dialogue, Individuality

4.2.2 Customer-Integration and Innovation

4.2.3 Changing Structure of the Value-adding Process

4.2.4 Market-pull and Customized-push instead of Market-push

4.2.5 Global, 24-hour Access

5 Customer Loyalty and International E-Business

5.1 New Model for Customer Loyalty & Relationship Management in E-Business

5.2 Individuality and Interactivity during the Relationship Process

5.3 E-Business Relationship Process

5.3.1 Stage 1: First Contact - Online Surfer

5.3.2 Stage 2: Customer Satisfaction - Online Buyer

5.3.3 Stage 3: Customer Loyalty

5.3.4 Stage 4: Customer Retention - Repeat Business Contacts

5.3.5 Stage 5: Economic success & Long-term Profitability

5.3.6 Influencing factors: External and Internal

5.4 Instruments for Customer Loyalty in the World of E-Business

5.4.1 Knowing your Customers - Customer Profiles & Database

5.4.2 Online Communities

5.4.3 Complaint Management System

5.4.4 Membership Clubs

5.4.5 Datamining

5.4.6 Customer-Integrated Product Innovation

6 Conclusion

Objectives and Topics

The primary objective of this thesis is to develop a comprehensive framework for building customer loyalty within the E-Business environment by integrating traditional relationship management principles with the unique characteristics of digital commerce.

• Analysis of customer loyalty and relationship management concepts.
• Examination of the E-Business landscape and its specific value-adding characteristics.
• Integration of relationship management models into the internet environment.
• Evaluation of digital instruments such as data mining, communities, and customer-integrated innovation.

Excerpt from the Book

Summary of Chapters

1 Introduction: This chapter outlines the problem of building customer loyalty in E-Business and defines the objectives and relevance of the thesis.

2 Literature Review and Theoretical Framework: This section assesses existing research, defines the methodology, and establishes the theoretical foundations for the study.

3 Loyalty and Customer Relationship Management: This chapter covers the history, definitions, and major conceptual approaches to relationship management in business.

4 International E-Business: This chapter defines E-Business and analyzes its core value-adding characteristics and market opportunities.

5 Customer Loyalty and International E-Business: This chapter combines the previous concepts into a new model for online loyalty, detailing specific instruments for implementation.

6 Conclusion: This chapter synthesizes the findings and reinforces the importance of relationship management in the modern digital marketplace.

Keywords

E-Business, Customer Loyalty, Relationship Management, Online Communities, Customer Database, Datamining, Mass Customization, Customer Integration, Digital Strategy, Market-pull, Transactional View, Relationship View, Value Chain.

Frequently Asked Questions

What is the core focus of this thesis?

The thesis focuses on how companies can build and maintain long-term customer loyalty specifically within the digital E-Business environment, moving beyond simple transactional models.

What are the central thematic fields covered?

The study covers relationship management theory, E-Business characteristics, customer loyalty models, and practical instruments like online communities and data mining.

What is the primary objective of this research?

The primary objective is to create an integrated model that translates traditional relationship management into an internet-based context to ensure sustainable customer loyalty.

Which scientific methodology is utilized?

The author uses a systematic and structural approach, drawing upon international management literature and analyzing best-practice case studies to validate theoretical models.

What is discussed in the main part of the work?

The main part analyzes various approaches to relationship management, the unique value propositions of E-Business, and how to implement tools like membership clubs and customized product innovation.

Which keywords best characterize this study?

The study is characterized by concepts such as E-Business, Relationship Management, Customer Loyalty, Online Communities, and Datamining.

How do online communities contribute to loyalty?

Online communities foster loyalty by providing social and informational value, allowing for peer-to-peer interaction, and creating a sense of belonging that traditional one-to-many models lack.

Why is data mining crucial for E-Business?

Data mining allows companies to discover hidden patterns in customer behavior, which facilitates personalized marketing, efficient churn analysis, and targeted product offerings.