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Title: Cultural aspects of multi-channel customer management: A UK case study
Authors: Ali, M
Brooks, L
Keywords: National culture, Structurational Analysis, channel management, GCRM, CRM, customer channel choice, customer behavior, customer lifecycle.
Issue Date: 2009
Publisher: AMCIS 2009
Citation: Proceedings of the Fifteenth Americas Conference on Information Systems, San Francisco, California, 6th-9th August 2009
Abstract: Channel management is one CRM systems component much influenced by the behaviour of customers in relation to its implementation and use. 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 throughout the 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 authors have conducted a case study in the UK to analyze customers’ behaviours at a macro level and customers channel choices, through out the customer lifecycle. The authors have used a Structurational Analysis model (Ali and Brooks, 2008) to identify the cultural factors (Ali, et al. 2008a) that influence multi-channel customer management in the UK.
Appears in Collections:Business and Management
Brunel Business School Research Papers

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