This article focusses on websites in relation to customer relationship management (CRM). The Internet is one of the channels organizations can use to create a two-way communication with their consumers and provide value. Communication including the management of channels is one of the cornerstones of CRM. In order to create value and subsequently customer loyalty, organizations need to offer a channel that satisfies customers’ needs and wants.
Read moreBrand communities: The relationship between non-consumers and brand engagement
In today’s society, brands have become increasingly important in the everyday life of consumers. The time when brands were just a pure symbol of quality is long gone and brands are to a greater extent used as a way of expression and as a reflection of the self (Levy, 1959).
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