Offline and Online Channels for Customer Relationship Management: An Investigation in the Inter-organizational Context

Qiqi Jiang, Chuan-Hoo Tan, Jiayu Chi, Chee Wei Phang, Kwok-Kee Wei

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


This research examines the deployment of online and offline channels as means of interacting with customers to improve corporate customer retention in terms of contract renewal. Our study was held in collaboration with a leading business-to-business (B2B) corporation in Mainland China, which acts as an intermediary to connect local manufacturers to overseas corporate buyers. Three
years of empirical data on the firm’s CRM has just been collected. Applying survival analysis, we conducted a pilot examination of the dataset, which unveiled the factors influencing the contract renewal of the local manufacturers. The results show that the frequency of utilizing the online FtF (FacetoFace) channel has a positive relationship with the probability of contract renewal. However, in contrast to what is commonly held, we identify negative relationship between the frequency of utilizing offline sales visits or online indirect inquiries and contract renewal probability.
Original languageEnglish
Title of host publicationPACIS 2013 Proceedings
EditorsJae-Nam Lee, Ji-Ye Mao, James Thong
Number of pages10
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2013
Publication statusPublished - 2013
Externally publishedYes
EventThe 16th Pacific Asia Conference on Information Systems. PACIS 2013 - Jeju Island, Korea, Republic of
Duration: 18 Jun 201322 Jun 2013
Conference number: 17


ConferenceThe 16th Pacific Asia Conference on Information Systems. PACIS 2013
Country/TerritoryKorea, Republic of
CityJeju Island
Internet address


  • Business-to-business
  • Channels
  • Customer retention
  • Services

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