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1. Introduction
According to ([9] Ho and Lin, 2010), information technology as a rapid growth field, is one of the most important tools to achieve competitive advantage. Marketing activities in competitive and customer-based world of today with increasing customers' expectations where businesses strive to gain a larger market share through more satisfied customer, made it more important than ever to conduct a functional and flexible planning toward balancing of external relationship management. In particular, in electronic businesses where there is no face to face relationship between corporation staff and customers/users and determining an edge for customers' loyalty is almost impossible, a vital necessity is to anticipate the customers' reactions when they visit the company web site/portal in order to select their required electronic services. In support of customer relationship management (CRM) importance in such businesses, [7] Hamill and Stevenson (2002) report an exciting result of the Gartner Group research, which found that approximately 65 per cent of electronic customer relationship management (E-CRM) projects have failed and that this is expected to rise even to 85 per cent. For many years, the problem of how electronic services can successfully deal with customer dynamic interests has been a fundamental research topic ([11] Sherehiy et al. , 2007). As a result, one of the most popular approaches in the context of organizational flexibility is E-CRM. Customer relationship management is a key driver not only for improvement in service quality based on customer needs' perception, but also for quick response to the market changes. The concept of CRM in electronic services means that enterprises need to have a strong focus on each pixel of their homepages and web sites.
The Internet is actually a basic element in the evolution of concepts such as, marketing, brand making, and customers' relationship development. Through recent developments of information and communication technology, we have witnessed emergence of a new concept known as customer relationship management aimed to return to personal marketing era. It is a relatively simple concept, which indicates different customers have different product demands, so its advice to us is marketing for each individual customer instead of mass marketing. In this person-to-person approach, each customer's information (their previous purchases, demands and needs) is used to classify goods and services in a...