International Conference on Industrial Engineering and Operations Management

Proceedings of the 2011 International Conference on Industrial Engineering and Operations Management

Kuala Lumpur, Malaysia, January 22 – 24, 2011

A Proposal Framework for investigating the impact of customer

relationship management on customer retention in e-commerce

Abbas Keramati

Industrial Engineering Department, Faculty of Engineering

University of Tehran, Tehran, Iran

keramati@ut.ac.ir

Alireza Nili

Department of Business Administration and Social Sciences, Division of Industrial

Marketing and e-Commerce

International University of Chabahar, Chabahar, Iran/Lulea University of Technology,

Lulea, Sweden

Alireza.nili@yahoo.com

Abstract

In this study, considering different views about

CRM and by gaining insight from the resourcebased

view (RBV) of the firm and the processoriented

approach, we propose a process-oriented

framework to investigate the relationship among

CRM resources, CRM processes, customer

retention programs of CRM, and finally customer

retention as the firm performance. The study finds

the mediating effect of CRM processes between

CRM resources and customer retention programs

of CRM which themselves have direct effect on

customer retention. Also, the suitable research

methodology for doing this study will be explained.

Keywords

Customer Relationship Management; CRM;

electronic banking; customer retention; Iran

1. Introduction

In today competitive markets, customers are the

most significant factor in management of

businesses and marketing actions because they are

now able to choose their favorite items among

variety of choices and therefore can change the

marketing strategies firms have [5].