E- customer Relationship Management
People:
Description:
How can the web be used to manage and improve customer relationships? What improvements can be made to e-commerce?
Includes: "Sifting Customers from the Clickstream: Behavior Pattern Discovery in an Online Shopping Environment" ( P. Chang, under the direction of D. Mendonca)
In an online shopping environment, customer's needs and goals may change while they are shopping based on information they encounter. Factors such as product involvement, time pressure, riskiness of choice may result in these changes. Yet, decisions about what information to present are typically made before customer has visited a web site, using data such as purchase histories and logs of web pages visited (i.e. click stream data), which fails to provide moment-by-moment customer cognition between clicks. In order to configure the site to be flexible and timely react to ever-changing goals, an alternative approach is to dynamically develop predictions about what information to present based on inferences made from cognitively-grounded models of the customer. As a step in achieving this objective, the proposed research investigates how differences in product involvement, time pressure, and riskiness of choice may impact customer's search and decision strategies, time, and perceived risk. It consists of a laboratory study with university students to construct such a model. First and foremost, this work is expected to benefit IS research by bringing in cognitive approaches to design better e-commerce systems.
Publications:
- article 1
- article 2
- article 3
- article 4
- article 5
- article 6
- article 7