e-Relationship Marketing and Institutional Website Development
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CONTRIBUTORS:
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PROCEEDINGS TITLE:
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YEAR:
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2004
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PUB TYPE:
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Conference Paper in Proceedings
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PAGES:
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253 -
266
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SUBJECT(S):
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electronic relationship marketing, Internet technology, institutional websites, prospective students
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DISCIPLINE:
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Business/Management
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-404-463
(Last edited on
2004/07/07 11:26:38 GMT-6)
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SPONSOR(S):
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ABSTRACT:
The characteristics of speediness, personalization, and interaction make the Internet technologies an ideal tool for cultivating customer relationship. The current study focused on ninety-one hospitality and tourism programs in the US, developed an electronic relationship marketing (e-RM) framework and investigated the e-RM features at the institutional websites. The results indicated that, while the use of institutional websites to achieve relationship marketing strategies with prospective students is moderate, achieving high-level communication online presents serious challenges to the institutional marketers. In addition, larger programs and public school websites demonstrated a higher level of e-RM development. The authors proposed that the main reason for inefficient online relationship management is the lack of commitment at the strategic level and insufficient planning in conjunction with other administration functions.
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