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• W2139344013 startingPage "27" @default.
• W2139344013 abstract "IntroductionCustomer relationship management (CRM) is seen as a key tool in providing customer-centered solutions (King, 2007; Prejmerean and Dima, 2006). The secret of business profitability, especially in highly competitive environments, is the creation of long-term relationships with customers (Garrido-Moreno and Padilla- Melendez, 2011). In order to determine customers to maintain a long-term relationship with it, a business needs to constantly provide added value to the former ones (Damasaru et al., 2011; Pelau, 2008). In this way, Pop (2006) defines CRM as a practical way to gain competitive advantages based on the relationship a business creates with its customers. Services-providing organizations have become increasingly aware of the importance customer relationships play for their success (Karakostas et al., 2005). Nevertheless, research shows that many organizations find it difficult to implement CRM strategies (Finnegan and Currie, 2010), as this involves sizable financial investments (Brad, 2008), as well as changes in the business process and in the overall leadership and management of the organization (Galbreath and Rogers, 1999).Scientific literature proposes e-CRM as a cost-efficient and user-friendly solution for managing customer relationships (Pan and Lee, 2003). A relatively new concept in marketing, e-CRM describes the move of brick and mortar CRM to online channels (Feinberg and Kadam, 2002; Lee-Kelley et al., 2003). Sivaraks et al. (2011) believe that the ability to manage CRM increases when organizations base their marketing plans on electronic technologies such as the World Wide Web. Bradshaw and Brash (2011) found that organizations which used IT solutions increased their relationship marketing efficiency, as compared to organizations that did not embrace the benefits of the Internet.Although e-business has witnessed a high improvement in emerging markets such as Romania over the past decade (Mazurencu-Marinescu and Nijkamp, 2008; Serban et al., 2012), local sports have benefited from only a few of its improvements. Thereupon, this research aims to look at how Romanian football clubs use the Internet in order to interact with their fans. The use of Internet for marketing sports brands is of high importance in today's sports management, as increasingly more clubs engage with their fans through the online environment, be it for entertainment purposes or other activities such as ticketing or corporate social responsibility (Rosca, 2011). Research shows that, in a world of constant economic and technological changes (Huidumac Petrescu et al., 2011; Pelau and Bena, 2010; Pelau and Zegreanu, 2010), customers nowadays would rather opt for customization instead of generalization (Dramnescu, 2013), and the Internet can be a tool for sporting organizations to provide one-to-one marketing for their customers. However, in order to reach customers, managers should first be aware of the capabilities of marketing (Ignat, 2012). Therefore, and given that the management has a high impact on organizational outcomes (Bratianu and Orzea, 2010; Nastase, 2009; Nastase and Barbu, 2011; Tantau, 2008), this research tries to provide information which managers of Romanian football clubs could use to improve their fan relationships management.The paper starts with a literature review which tries to present the importance customer relationship management plays for a good marketing strategy. Therefore, one of the ideas highlighted in this section of the paper is that organizations striving for success will have to interact with their customers. According to this idea, the paper then provides some definitions of customer relationship management, concentrating on its electronic form, wherefrom information relevant to the context of the research can be gathered. The methodology section presents the objectives of the papers and the research instrument used to gather data and analyze them. As a research tool, content analysis has been used in order to process data needed for the study. …" @default.
• W2139344013 created "2016-06-24" @default.
• W2139344013 creator A5033356723 @default.
• W2139344013 date "2014-01-01" @default.
• W2139344013 modified "2023-10-16" @default.
• W2139344013 title "Web Interfaces for E-CRM in Sports: Evidence from Romanian Football" @default.
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