دانلود مقاله ISI انگلیسی شماره 81968
ترجمه فارسی عنوان مقاله

چه چیزی باعث ارتباط وب سایت می شود؟ دیدگاه کارشناسان

عنوان انگلیسی
What makes a website relational? The experts' viewpoint
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
81968 2017 15 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : European Management Journal, Volume 35, Issue 5, October 2017, Pages 617-631

پیش نمایش مقاله
پیش نمایش مقاله  چه چیزی باعث ارتباط وب سایت می شود؟ دیدگاه کارشناسان

چکیده انگلیسی

Around the world, companies have launched an abundance of websites to reinforce their links with customers. While these websites include relational features (e.g., communities and areas for regular visitors, electronic bulletin boards, forums, and RSS feeds), can they be considered relational according to the relationship marketing paradigm? To answer this question, we conduct a qualitative study with 19 Internet experts. The results show that two approaches can be used to define a relational website. The first approach suggests that a website's relationship proneness (WRP) is driven by three dimensions: content, exchange, and look and feel. The second approach is enumerative: the more electronic customer relationship management (eCRM) features a website offers, the more relational it is considered to be. Managerial and theoretical implications lie in the complementary relationship between these two approaches.