Customer relationship management and interface redesign : a study on the website design on the ebay websites on cultural perspectives

K. W., Kevin HO, Wing Kuen, Eric SEE-TO

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Abstract

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.
Original languageEnglish
Title of host publicationMarketing and consumer behavior : concepts, methodologies, tools, and applications
PublisherBusiness Science Reference
Pages558-574
Number of pages17
ISBN (Print)9781466673571
DOIs
Publication statusPublished - 1 Jan 2015
Externally publishedYes

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HO, K. W. . K., & SEE-TO, W. K. E. (2015). Customer relationship management and interface redesign : a study on the website design on the ebay websites on cultural perspectives. In Marketing and consumer behavior : concepts, methodologies, tools, and applications (pp. 558-574). Business Science Reference. https://doi.org/10.4018/978-1-4666-7357-1.ch025