Abstract
This paper examines how Web 2.0 supports customer relationship management (CRM) in Amazon, a thriving online business. Drawing data from a variety of sources including news articles and scholarly publications, three findings were yielded. First, Amazon deploys a wide range of Web 2.0 tools to support its CRM efforts. Next, through Web 2.0, Amazon redefines the roles of its customers by transforming them from passive recipients of products and services into co-creators of knowledge. Finally, Amazon adds a new dimension to its CRM strategy by using Web 2.0 as a means to nurture a participatory ecosystem of third-party retailers and developers. This paper concludes with implications for research and practise.
| Original language | English |
|---|---|
| Pages (from-to) | 288-304 |
| Number of pages | 17 |
| Journal | International Journal of Electronic Customer Relationship Management |
| Volume | 5 |
| Issue number | 3-4 |
| DOIs | |
| Publication status | Published - Jan 2011 |
| Externally published | Yes |
ASJC Scopus Subject Areas
- General Business,Management and Accounting
Keywords
- Amazon
- CRM
- Customer relationship management
- Online business
- Web 2.0