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

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 proceeding › Article in proceedings › Research › peer-review

Abstract

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 language	English
Title of host publication	PACIS 2013 Proceedings
Editors	Jae-Nam Lee, Ji-Ye Mao, James Thong
Number of pages	10
Publisher	Association for Information Systems. AIS Electronic Library (AISeL)
Publication date	2013
Publication status	Published - 2013
Externally published	Yes
Event	The 16th Pacific Asia Conference on Information Systems. PACIS 2013 - Jeju Island, Korea, Republic of Duration: 18 Jun 2013 → 22 Jun 2013 Conference number: 17 http://www.pacis2013.org/main/ http://aisel.aisnet.org/pacis2013/

Conference

Conference	The 16th Pacific Asia Conference on Information Systems. PACIS 2013
Number	17
Country/Territory	Korea, Republic of
City	Jeju Island
Period	18/06/2013 → 22/06/2013
Internet address	http://www.pacis2013.org/main/ http://aisel.aisnet.org/pacis2013/

Keywords

Business-to-business
Channels
Customer retention
Services

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Persistent link

Cite this

@inproceedings{1f649f8f5cc7412498921b73443864a8,

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

abstract = "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. Threeyears of empirical data on the firm{\textquoteright}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.",

keywords = "Business-to-business, Channels, Customer retention, Services, Business-to-business, Channels, Customer retention, Services",

author = "Qiqi Jiang and Chuan-Hoo Tan and Jiayu Chi and Phang, {Chee Wei} and Kwok-Kee Wei",

year = "2013",

language = "English",

editor = "Jae-Nam Lee and Ji-Ye Mao and James Thong",

booktitle = "PACIS 2013 Proceedings",

publisher = "Association for Information Systems. AIS Electronic Library (AISeL)",

note = "The 16th Pacific Asia Conference on Information Systems. PACIS 2013 ; Conference date: 18-06-2013 Through 22-06-2013",

url = "http://www.pacis2013.org/main/, http://aisel.aisnet.org/pacis2013/",

}

Jiang, Q, Tan, C-H, Chi, J, Phang, CW & Wei, K-K 2013, Offline and Online Channels for Customer Relationship Management: An Investigation in the Inter-organizational Context. in J-N Lee, J-Y Mao & J Thong (eds), PACIS 2013 Proceedings. Association for Information Systems. AIS Electronic Library (AISeL), The 16th Pacific Asia Conference on Information Systems. PACIS 2013, Jeju Island, Korea, Republic of, 18/06/2013.

Offline and Online Channels for Customer Relationship Management: An Investigation in the Inter-organizational Context. / Jiang, Qiqi ; Tan, Chuan-Hoo; Chi, Jiayu et al.
PACIS 2013 Proceedings. ed. / Jae-Nam Lee; Ji-Ye Mao; James Thong. Association for Information Systems. AIS Electronic Library (AISeL), 2013.

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Offline and Online Channels for Customer Relationship Management

T2 - The 16th Pacific Asia Conference on Information Systems. PACIS 2013

AU - Jiang, Qiqi

AU - Tan, Chuan-Hoo

AU - Chi, Jiayu

AU - Phang, Chee Wei

AU - Wei, Kwok-Kee

N1 - Conference code: 17

PY - 2013

Y1 - 2013

N2 - 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. Threeyears 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.

AB - 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. Threeyears 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.

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KW - Customer retention

KW - Services

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KW - Channels

KW - Customer retention

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M3 - Article in proceedings

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A2 - Mao, Ji-Ye

A2 - Thong, James

PB - Association for Information Systems. AIS Electronic Library (AISeL)

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