Customer Relationship Management and Online Customer’s Brand Loyalty

DOI

10.2991/gecss-14.2014.70How to use a DOI?

Keywords

customer relationship management system, brand value, customer satisfaction, brand loyalty program

Abstract

With the development of web economy, brand competition is very serious. Branding on the Web will be built through experience. Competition is not about product or service, but about customer relationship. More and more organizations realize that brand loyalty is a valuable variable, and the efficient customer relationship management can improve brand competitiveness. Customer relationship management (CRM) is committed to the following things: changes of the marketing drive, corporations’ inside needs and the information technology development. So the paper discussed the definition of CRM, and then introduced the relative theories which prove building brand loyalty through CRM is reasonable and feasible. Finally on the basis of these, the paper put forward the principle and implementation way of building brand loyalty though CRM.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yufan Yu
PY  - 2014/01
DA  - 2014/01
TI  - Customer Relationship Management and Online Customer’s Brand Loyalty
BT  - Proceedings of the 2014 International Conference on Global Economy, Commerce and Service Science
PB  - Atlantis Press
SP  - 283
EP  - 285
SN  - 1951-6851
UR  - https://doi.org/10.2991/gecss-14.2014.70
DO  - 10.2991/gecss-14.2014.70
ID  - Yu2014/01
ER  -