This study is focused on the cross-cultural issues in the post-adoption phases of customer relationship management (CRM) for an international electronic marketplace, which operates in more than 30 countries. In particular, the authors focus on how the electronic marketplace modifies its interface redesign for addressing the different tastes of users from different cultural backgrounds. The authors hope this study can address to how cultural and language differences affect the interface redesign of CRM, which is part of the enterprise system, in the multinational and global context through a qualitative study.
|Title of host publication||Marketing and consumer behavior : concepts, methodologies, tools, and applications|
|Publisher||Business Science Reference|
|Number of pages||17|
|Publication status||Published - 1 Jan 2015|