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Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/2983

Title: Multi-channel customer management: A case study in Egypt
Authors: Ali, M
Brooks, L
Keywords: National Culture, Structurational Analysis, Channel management, GCRM, CRM, customer channel choice, customer behaviour, customer lifecycle, Egypt.
Publication Date: 2009
Abstract: Channel management is one CRM systems component much influenced by the behaviour of customers in relation to the implementation and use of channel management CRM component. The consumers’ behaviours, preferences, perceptions and expectations are crucial for the implementation and use of channel management. Customers’ contact with the organization’s multi-channels can occur at several touch points through out customer lifecycle. Customers’ behaviours may be differentiated according to the individual or micro level, but it might also differ at an ecological or macro level of analysis (Ramaseshan et al., 2006). In this paper the author has conducted a case study in Egypt to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The author has used a Structurational Analysis model (Ali and Brooks, 2008) to identify the cultural factors (Ali, et al. 2008) that influence the multi-channel customer management in Egypt.
URI: http://bura.brunel.ac.uk/handle/2438/2983
Appears in Collections:Business and Management
Brunel Business School Research Papers

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