◆

5. 結論

The Strategic e-Customer Relationship Marketing Model for
retaining customers on online【参考文献】[1] New Education Expo 2011

システム導入における理想は，効率が高く，なおかつ費用を” 未来の教育を考える場 ” 教育関係者向けセミナー＆展示会

低くすることである。しかし，現実は効率と費用をトレードオ

http://edu-expo.org/

フしなければならないことが大半だ。そこで何らかの形で妥協[2] システムアーキテクト試験午後 I 平成 23 年秋問 4点を見出す必要がある。ここでは，導入と運用を合わせて論じ[3] 中村忠之 , “ ネットビジネス進化論 ”, 中央経済社 , 2011 年

Hong Seung Ko The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan,h_ko@kcg.ac.jp
Tomoko Shikama The Kyoto College of Graduate Studies for Informatics, Kyoto, Japan,Tomoko.sss@gmail.com

Utilizing e-mail as the tool of the e-customer acquisition has

tool on the internet because cost is very cheap. According

brought up various problems in the e-business situation. We

to the research on the comparison of cost per the type of

consider that e-mail must be used to retain e-customers rather

communication tools by the Contact Babel [15], the cost ofthan to acquire new e-customers. The e-customer retention toautomated e-mail used generally is 0.25 dollar, whereas theinteractive voice response (IVR) is 1.1 dollar and the telephone

ることにする。
まず，iPad と Lion Server の組み合わせだが，最大の問題点
はサーバ関連のドキュメントが少ないという点だ。これは導入検討時の判断材料が少ないということであり，それはそのまま

奥田
Okuda

茂人
Shigeto運用時の障害対応や機能の追加変更にも負の影響を与えてしま

京都コンピュータ学院メディア情報学科卒業後，株式会

bring a company a long-term profit becomes very key issue.

うことを意味している。この点をどれだけうまく押さえられる

社インテグラル入社。現在，京都情報大学院大学応用情

Therefore, in this paper we propose the strategic e-customer

is 9.5 dollar [10]. That is, the cost of IVR is about 4.4 times

かによって費用の見方が変わってくる。

報研究科に在学中。

relationship marketing model for retaining e-customers. In ourof e-mail cost, and the cost of telephone is about 38 times.

河地裕介

model, while describing standpoints that should be considered

Therefore, we can soon find out that e-mail is the cost-effective

Yuusukein the e-customer segmentation for visualizing the image oftool. However, it causes a nuisance to the receiver because

江見

圭司

e-customers who must be retained, we insist that companies

e-mail is used as a promotion tool to acquire new e- customers.

must strengthen the relationship with e-customers thorough aThis means that a lot of marketers induce the critical fault ofcontinuous and frequently-repeated communication by e-mail.

merely replacing traditional direct mail by e-mail only because

次に，Android と Linux の組み合わせにおいては，オープン
ソースということもあって費用は 3 パターンの中で最も低い。
予算が限られた中では魅力的だが，前章で述べた各バージョン
間に互換性がないため，どうしても効率は低くなってしまう。
そのため，システムを管理する個人あるいは部署の技術レベル

Kawachi

Emi

Keiji

経歴はジャーナル 28 ページに掲載。

it is cheaper without considering the strategic e-marketing

が，そのままシステム導入成果になりやすい点に注意しなければならない。
最後は Windows 8 と Windows Server 2008 R2 の組み合わ

Key words : e-mail, e-customer retention, e-marketing strategy,

concept. As a result, most of the receivers treat the promotion

communication tool, e-customer relationship, e-CRM model.

e-mails as spam. In fact, according to the study report by
Radicati Group Inc. [17], spam mails sent every day in 2006

せである。さすがにサーバとクライアントに同一企業のソリューションを採用するだけあって効率は高い。また，ソフトウェ◆

became 122 billion messages, which is equivalent to about

Ⅰ . INTRODUCTION

70% of e-mail traffic, and by 2010, the spam rate will increase

アに関するサポートも Microsoft 社から受けられるという点は非常に心強い。しかし，それだけに費用の面は 3 パターンの中で最も高いのが最大の難点といえる。

The development and widespread use of the internet in a

to 79 % .In the situation that the spam mails are flooding, theshort time is making the market of e-business a large scale. By

distrust on e-mails sent from companies for getting e-customers

以上の点を踏まえた上で，属人性に頼らないシステムを導入

the white paper on information and communications published

has broadly spread to e-customers. However, we consider that

するならば，Windows 8 または Windows Phone と Windows

by the government of Japan in 2006, the e-business global

it is possible to make a best use of the essential e-mail strength

Server 2008 R2 を用いることになるだろう。確かに費用面か

market scale grew 13 times during 5 year, and the annual

by reviewing the use of e-mail. That is, a marketer must be

ら見た場合は，Android と Linux が有利である。しかし，本シ

average growth rate is more than 70% . Therefore, we canuse the e-mail to retain the e-customer rather than to acquire

ステムの構成を考えた場合，昨今企業の基幹システムにも導入

feel that the e-business has rapidly developed in the economic

the e-customer. It is known well that the cost of customer

実績が増えてきている Windows シリーズをワンパッケージでenvironment. However, it is highly regrettable that evenretention is actually less than the customer acquisition cost,

採用する価値はあるといえる。ワンパッケージ的な発想で言え

though the e-business has accomplished the rapid growth,and contributes to improve profitable sales.

ば，Apple 社の iPad と Lion Server もよいが，サーバ管理ノウ

the corresponding effective e-marketing strategy, especially

Therefore, we describe that you should utilize e-mail as a

ハウに難点があるだろう。

for retaining e-customers with utilizing e-mail has not beenmeans to encourage the mutual understanding and build amapped out yet. As the main reason, there are several problems

confidence with customers and companies on the e-business.

such as the difficulty on performing a marketing strategy on

And then we will discuss the communication and relationshipthe internet, and the misuse of e-mail as the e-marketing tool.

needed for developing long-term relation with e-customers,

One reason of the difficulties on carrying out an e-marketingand next discuss the segmentation of target e-customers thatstrategy is the gap between the online and the offline

must be retained

電子教科書の採用については，DRM の方式が決まらない限
り，なんともいえないのが現状である。
今後は，研究助成や補助金などで実験してみる予定である。

environments in the customer behavior. The one distinctive

Consequently, we will suggest the model, which is thefeature on the online as opposed to the offline environment

strategic e-customer relationship marketing (e-CRM) model foris that not only the e-customer can easily and freely hop

retaining customers by utilizing the e-mail as a communicationfrom the visited website to other global one by only one

tool on e-business.

click but the e-customer is invisible. In other words, it isvery difficult to acquire and retain customers on the online.
These circumstances concerned make the development of theeffective e-marketing difficult.

◆

Ⅱ . THE ROLE OF COMMUNICATION AND E-MAIL
IN THE PROCESS FOR BUILDING UP THE MOSTVALUABLE E-CUSTOMER RELATIONSHIPThe e-mail is strategically utilized as the customer acquisition

36

37

In this section we discuss on the interrelation between

offer what suits e-customer's demands. Through this way,

perform the almost all dealing communication on Amazon site.

the relationship with customers for a long time is effective

the communication which is an invaluable element and thethe company can increase an e-customer benefit as well as

Moreover, the Amazon site tries to communicate by e-mail withbecause of yielding the higher profits. However, handlinge-customer relationship built up for realizing e-customer

connect to find out a new value of e-customers, and eventuallye-customers or contest participants with who the relation has

e-customers by paying the equal attention with equal cost to

retention, and disclose that e-mail is a very powerfulstrengthen the relationship between both sides. Therefore,

been already built up. For example, the Amazon site promotes

all e-customers is inefficient, because the profitability which

communicat ion tool to more effect ively develop thewe can say that there is a close connection between a strong

sales by sending the recommendation e-mail to e-customers

each e-customer brings to a company is different. Generally,

relationship with the e-customer. In addition, we explain therelationship and communication frequency.

based on items that the e-customer has previously purchased

handling an e-customer with a higher profitability and annecessity to segment an e-customer group worth for improving

or browsed. Though such a strategy might obtain the goode-customer with not so by the equal cost and efforts is not very

the relationship because it is very important to pick out theresult as the sales promotion, the effect of communication

efficient.

customer as the target which should be retained on e-business.

attribute for retaining e-customers is not actually very far-

Therefore, it is necessary to invest intensively for retaining

Then, we suggest briefly the analysis criterion of the mostreaching. This is why there are only two possible choices to

e-customers with a high return over the long term. To draw out

valuable e-customer segmentation.

this recommendation e-mail that is, the e-customer either

the maximum ROI from e-customers retained in the long term,buys a recommended item, or the e-customer ignores theit becomes very important that a company should provide

recommendation e-mail. Therefore, it is difficult to say that thisservices tailored to the needs and wants of each e-customer

is a feedback in communication. But even if we assume that thisafter segmenting the most valuable e-customer strategically.

◆

A. The communication for improving
the e-customer relationshipis some sort of the feedback, the company cannot get further

However, it is hard to say that the existing customer

We can develop the relationship with e-customers to retain

information on the e-customer’s needs and wants that can besegmentation techniques which are generally used by marketers

through the communication. As Peppers & Rogers Don [3]utilized for a next communication message, and consequently

carry out the original function well. As stated by Christensen

it does not work as the mutual dialogue.

et al. [1], customers do hardly behave according to thestated, the most indispensable element of your relationshipwith each of your customers is the dialogue and feedback,and to find out what this customer really wants. Through the

Figure 1 Interrelation between the profundity of communication and e-customer
relationship◆

B. Role of the e-mail as a communication toolcommunication process like conversation and the feedback,38

That is, we consider that the Amazon’s recommendation

average tendency in the joined demo- graphic segment even if

e-mail is based on only the purchase information. However,customers are forcibly classified into a specific lifestyle group.

because the e-customer’s preferences and values are changed

In other words, even though segmenting e-customers based

we can seek and understand an e-customer needs and wants.

Today, the percentage of e-mail users has increased to 90%

as time goes by, it is necessary to cope with these changes.

on the demographic data, an e-customer behaves according

By providing what based on this needs and wants, we canon internet according to The Ministry of Internal Affairs andIf cannot handling or predicting these changes, there is ato the behavioral pattern by the personal values. Therefore,

strengthen the trust relation and the mutual understanding

Telecommunications, Japan government [16]. In other words,

potential riskiness that the e-customer will most likely regard

we consider that it is very difficult to get the high profitability

with the e-customer, and can build up a reciprocal relationship.

we can say that many internet users admit the value of e-mailan e-mail as unrelated, and then consider the recommendationfrom segmented e-customers even if utilizing the segmentation

We explain how communication is involved in the building

as a communication tool. The e-mail has not only the advan-e-mail as spam. Therefore, it is very doubtful that whether

technique which does not perform the function based onprocess of relationship (see Fig. 1) which is remodeled intages such as interactivity and quickness but has a superior

the Amazon’s way is the best use of e-mail as an effective

the e-customer’s characteristics. Hence, in our paper that wereference to the Duncan and Moriarty illustration [4]. Asfeature which is low cost, particularly in comparison with thecommunication tool for retaining e-customers. To utilize

consider to propose the e-customer relationship marketingshown in the Fig.1, a company sends a valuable message toother existing communication tools.

e-mail as the communication tool which builds up the solid

model, we distinguish the peculiar behavior characteristics

e-customers through various channels such as products or

At present, many companies have adopted the e-mailrelationship with customers on the online, it is very crucialof customers on the online as an example of an e-customer

media. This is the beginning of a communication process frommarketing method focused only on the fact that it is a lowthat a two-way continuous communication, not just a one-way,

portfolio which is one of the e-customer segmentation ways. By

the company towards e-customers. When e-customers receive

cost option. Consequently, a lot of one- way e-mail aimed

should be done to keep an eye on receiving the e-customer’s

this working, we can discriminate the criterion variable needed

one or multiple messages, and if they feel the sympathy andfor e-customer acquisition has caused spam. It is hard to

feedback.

in segmentation and identify the each e-customer image. And

the relief with these messages, they will trust the company andsay whether the e-mail is being effectively utilized as a

In addition, it is very important to correctly utilize e-mailto conclude, we can retain the target e-customers and get thethe interrelation between an e-customer and the company iscommunication tool, because the dumping large quantity of

as a bilateral communication tool for keeping the continuous

effects of new e-customer acquisition by buzzing of the mostcreated through the communication.

one-way e-mails on e-customers is very difficult to get themutual dialogue which strengthens the relationship withvaluable e-customers, and then as a result, achieve a long-

Although this is merely a connection to begin with, we can startdesired level of feedback. To utilize e-mail as a communicatione-customers and then results in the e-customer retention.

term high profitability by assigning efficiently the e-business

an "interactive communication" by strengthening this mutual

tool with its maximum potential, the interactivity enabling

Therefore, we consider that an e-customer retention process

resources.

trust at the point when the "interrelation" is created throughmutual dialogue is very important. Because it is easier to getmodel, which gives attention to the communication withthe communication. Through the interactive communication,

the feedback from e-customers by making use of interactivity, ae-customers and utilizes e-mail as a two-way communication

the company can get a lot of valuable information fromcompany can build up a stronger relationship with e-customers

tool, is very important on the e-business.

e-customers on their consent, and by making good use of theseby strengthening the mutual understanding and trust.

information, the company can provide useful information to

Accordingly, a company should make use of e-mail as a means

their e-customer at an appropriate time. As a result, it becomesof communication for building up the strong relationship withpossible to develop a good "relationship" with the reciprocity.

e-customers.

◆

C. Necessity for the e-customer segmentation to realize
higher profitability■◆

D. Consideration on the criteria of e-customer
portfolio analysis ■We consider that the e-customer portfolio analysis is oneof the tools which is able to smartly select the most valuable
e-customers. However, it is very important to visualize theIn other words, the relationship with the e-customer is

Actually, we can look at the Amazon site to be a good

According to the research survey for various industries byrelationship with e-customers and an e-customer’s profitability

started from the e-customer’s trust towards the company.

example of how a company should utilizes e-mail in reality.

Reichheld [5], it is known that the profit is increased by 25-95

when analyzing the e-customer portfolio. Since the stronger the

By beginning and keeping continuing the interactive

The Amazon site uses e-mail as a tool for directly conforming

percent when the retention rate of customers is improved byrelationship with an e-customer is, the more the profitability

communication gradually, it is possible that the company canthe e-customer’s purchase action. This way supports to

5 percent. This result shows that the strategy which continues

from the e-customer is increased. Accordingly, we need to set

39

In this section we discuss on the interrelation between

offer what suits e-customer's demands. Through this way,

perform the almost all dealing communication on Amazon site.

the relationship with customers for a long time is effective

the communication which is an invaluable element and thethe company can increase an e-customer benefit as well as

Moreover, the Amazon site tries to communicate by e-mail withbecause of yielding the higher profits. However, handlinge-customer relationship built up for realizing e-customer

connect to find out a new value of e-customers, and eventuallye-customers or contest participants with who the relation has

e-customers by paying the equal attention with equal cost to

retention, and disclose that e-mail is a very powerfulstrengthen the relationship between both sides. Therefore,

been already built up. For example, the Amazon site promotes

all e-customers is inefficient, because the profitability which

communicat ion tool to more effect ively develop thewe can say that there is a close connection between a strong

sales by sending the recommendation e-mail to e-customers

each e-customer brings to a company is different. Generally,

relationship with the e-customer. In addition, we explain therelationship and communication frequency.

based on items that the e-customer has previously purchased

handling an e-customer with a higher profitability and annecessity to segment an e-customer group worth for improving

or browsed. Though such a strategy might obtain the goode-customer with not so by the equal cost and efforts is not very

the relationship because it is very important to pick out theresult as the sales promotion, the effect of communication

efficient.

customer as the target which should be retained on e-business.

attribute for retaining e-customers is not actually very far-

Therefore, it is necessary to invest intensively for retaining

Then, we suggest briefly the analysis criterion of the mostreaching. This is why there are only two possible choices to

e-customers with a high return over the long term. To draw out

valuable e-customer segmentation.

this recommendation e-mail that is, the e-customer either

the maximum ROI from e-customers retained in the long term,buys a recommended item, or the e-customer ignores theit becomes very important that a company should provide

recommendation e-mail. Therefore, it is difficult to say that thisservices tailored to the needs and wants of each e-customer

is a feedback in communication. But even if we assume that thisafter segmenting the most valuable e-customer strategically.

◆

A. The communication for improving
the e-customer relationshipis some sort of the feedback, the company cannot get further

However, it is hard to say that the existing customer

We can develop the relationship with e-customers to retain

information on the e-customer’s needs and wants that can besegmentation techniques which are generally used by marketers

through the communication. As Peppers & Rogers Don [3]utilized for a next communication message, and consequently

carry out the original function well. As stated by Christensen

it does not work as the mutual dialogue.

et al. [1], customers do hardly behave according to thestated, the most indispensable element of your relationshipwith each of your customers is the dialogue and feedback,and to find out what this customer really wants. Through the

Figure 1 Interrelation between the profundity of communication and e-customer
relationship◆

B. Role of the e-mail as a communication toolcommunication process like conversation and the feedback,38

That is, we consider that the Amazon’s recommendation

average tendency in the joined demo- graphic segment even if

e-mail is based on only the purchase information. However,customers are forcibly classified into a specific lifestyle group.

because the e-customer’s preferences and values are changed

In other words, even though segmenting e-customers based

we can seek and understand an e-customer needs and wants.

Today, the percentage of e-mail users has increased to 90%

as time goes by, it is necessary to cope with these changes.

on the demographic data, an e-customer behaves according

By providing what based on this needs and wants, we canon internet according to The Ministry of Internal Affairs andIf cannot handling or predicting these changes, there is ato the behavioral pattern by the personal values. Therefore,

strengthen the trust relation and the mutual understanding

Telecommunications, Japan government [16]. In other words,

potential riskiness that the e-customer will most likely regard

we consider that it is very difficult to get the high profitability

with the e-customer, and can build up a reciprocal relationship.

we can say that many internet users admit the value of e-mailan e-mail as unrelated, and then consider the recommendationfrom segmented e-customers even if utilizing the segmentation

We explain how communication is involved in the building

as a communication tool. The e-mail has not only the advan-e-mail as spam. Therefore, it is very doubtful that whether

technique which does not perform the function based onprocess of relationship (see Fig. 1) which is remodeled intages such as interactivity and quickness but has a superior

the Amazon’s way is the best use of e-mail as an effective

the e-customer’s characteristics. Hence, in our paper that wereference to the Duncan and Moriarty illustration [4]. Asfeature which is low cost, particularly in comparison with thecommunication tool for retaining e-customers. To utilize

consider to propose the e-customer relationship marketingshown in the Fig.1, a company sends a valuable message toother existing communication tools.

e-mail as the communication tool which builds up the solid

model, we distinguish the peculiar behavior characteristics

e-customers through various channels such as products or

At present, many companies have adopted the e-mailrelationship with customers on the online, it is very crucialof customers on the online as an example of an e-customer

media. This is the beginning of a communication process frommarketing method focused only on the fact that it is a lowthat a two-way continuous communication, not just a one-way,

portfolio which is one of the e-customer segmentation ways. By

the company towards e-customers. When e-customers receive

cost option. Consequently, a lot of one- way e-mail aimed

should be done to keep an eye on receiving the e-customer’s

this working, we can discriminate the criterion variable needed

one or multiple messages, and if they feel the sympathy andfor e-customer acquisition has caused spam. It is hard to

feedback.

in segmentation and identify the each e-customer image. And

the relief with these messages, they will trust the company andsay whether the e-mail is being effectively utilized as a

In addition, it is very important to correctly utilize e-mailto conclude, we can retain the target e-customers and get thethe interrelation between an e-customer and the company iscommunication tool, because the dumping large quantity of

as a bilateral communication tool for keeping the continuous

effects of new e-customer acquisition by buzzing of the mostcreated through the communication.

one-way e-mails on e-customers is very difficult to get themutual dialogue which strengthens the relationship withvaluable e-customers, and then as a result, achieve a long-

Although this is merely a connection to begin with, we can startdesired level of feedback. To utilize e-mail as a communicatione-customers and then results in the e-customer retention.

term high profitability by assigning efficiently the e-business

an "interactive communication" by strengthening this mutual

tool with its maximum potential, the interactivity enabling

Therefore, we consider that an e-customer retention process

resources.

trust at the point when the "interrelation" is created throughmutual dialogue is very important. Because it is easier to getmodel, which gives attention to the communication withthe communication. Through the interactive communication,

the feedback from e-customers by making use of interactivity, ae-customers and utilizes e-mail as a two-way communication

the company can get a lot of valuable information fromcompany can build up a stronger relationship with e-customers

tool, is very important on the e-business.

e-customers on their consent, and by making good use of theseby strengthening the mutual understanding and trust.

information, the company can provide useful information to

Accordingly, a company should make use of e-mail as a means

their e-customer at an appropriate time. As a result, it becomesof communication for building up the strong relationship withpossible to develop a good "relationship" with the reciprocity.

e-customers.

◆

C. Necessity for the e-customer segmentation to realize
higher profitability■◆

D. Consideration on the criteria of e-customer
portfolio analysis ■We consider that the e-customer portfolio analysis is oneof the tools which is able to smartly select the most valuable
e-customers. However, it is very important to visualize theIn other words, the relationship with the e-customer is

Actually, we can look at the Amazon site to be a good

According to the research survey for various industries byrelationship with e-customers and an e-customer’s profitability

started from the e-customer’s trust towards the company.

example of how a company should utilizes e-mail in reality.

Reichheld [5], it is known that the profit is increased by 25-95

when analyzing the e-customer portfolio. Since the stronger the

By beginning and keeping continuing the interactive

The Amazon site uses e-mail as a tool for directly conforming

percent when the retention rate of customers is improved byrelationship with an e-customer is, the more the profitability

communication gradually, it is possible that the company canthe e-customer’s purchase action. This way supports to

5 percent. This result shows that the strategy which continues

from the e-customer is increased. Accordingly, we need to set

39

up analysis criteria of an e-customer portfolio based on thesehappens, the segmenting accuracy for selecting the mostpopular opinions, it is almost taken as a synonymous meaningcustomer try to convey his /her own needs and wants to thefacts. As the analysis criteria of the e-customer portfolio, we

valuable e-customer will be higher.

as the power shift. That is, we could understand the empower-

company more aggressively with understanding the concept

consider a relationship factor which quantifies the relationship

Furthermore, with the rapid shift of business environments,

ment as that the person who has the power or authority vestsof learning relation that giving the own concerned informa-

strength of an e-customer, and an e-customer’s net revenue

any attribute value of factors for determining the most valuable

it to a powerless or unauthorized person [11]. Based on thistion and making the company to learn become the own profits.

ratio which is the net rate of return. The reason is that thee-customer might be attenuated with the time passage. To

concept, we define the empowerment that a company vests theThrough this process, a company will learn e-customer’s needs

more the relationship between an e-customer and a company

select correctly the most valuable e-customer who brings

power or the authority to an e-customer to collaborate closely

and wants, and then the e-customer is able to obtain something

becomes strengthened, the more the e-customer’s net revenue

in higher profits while coping with business environment

with the company, because the closer partnership will be built

which is best suited for his/her own desires from the company.

ratio becomes high.

changes, it is necessary to line up a concerned system. That is,

up as the e-customer is empowered.

Kotler [13] also said that the more a customer conveys

Generally the RFM analysis widely has been used in thethe segmentation must be maintained with the best conditions.

Urban [8] stated that the internet increased an e-customer

information to a company, the more the company comesoffline as the customer segmentation technique. However, withThus, we must check periodically up whether the analysis

power surprisingly, and reformed the interrelation between

to be able to offer the thing as the customer just desires.

the RFM analysis, it is hard to measure the potential purchasing

criterion of e-customer portfolio keeps validity and handlingthe e-customer and a company from the root. Moreover,

The company is also able to improve the own capability for

power of an e-customer and the trust relation with customers

timely with.

Drucker [12] said that formerly, the supply side having

handling e-customers’ desire by learning the e-customer’s

on the online, such as the frequency of visiting a company’

Like this way, by visualizing the relationship with each

information concerned with products and services, especiallyneeds and wants through the interactive communication. At thes website and the frequency of checking and responding toe-customer, a company can identify e-customers who should

the manufacturer held the supremacy in the market. Thoughsame time, it becomes possible to offer a personalized productan e-mail sent by a company [9]. Therefore, to carry out the

be retained and know what kind of actions should be taken. In

customers could not have this information and need not

or service and as a result, it brings about an immeasurable

e-customer segmentation reflecting the e-customer’s behavior

the next chapter, we explain our e-marketing process model,

either, these all situations have reversed since about 1970.

competitive advantage.

characteristics which is showed up on cyberspace, we accept

which brings higher profitable sales with retaining e-customers

Now customers have the information, and anyone who has thethe visit frequency which is the frequency of visiting to thethrough the interactive communication by e-mail.

information holds a power. Accordingly, the power has shiftedwebsite and the e-mail frequency which is the frequency of email transmission from an e-customer that are suggested by◆

Ko et al [9] as the important factors for evaluating e-customers.

Ⅲ . THE STRATEGIC E-CUSTOMER RELATIONSHIP
MARKETING MODEL

Consequently, we consider that the value level of relationshipinfluences on the partnership in the aspects of relationshipIn the e-business environment, it is necessary to visualize

and emotions between an e-customer and a company by thean e-customer’s privilege so that let the e-customer actuallyempowerment.

perceive the empowerment. However, it is not easy to visualize

We have discussed about the roles of communication for

We first think about the influences on the partnership inan e-customer’s privilege on the online, because companies

maintaining the relationship with e-customers and of e-mailthe aspect of relationship. Although offline customers have

do not have the recognition for the real privilege service yet.

with e-customers is distinguishable more precisely by adding
these two factors to the traditional RFM analysis.
Next, we ponder about the e-customer’s net revenue ratio

as a communication tool, and the ways of selecting the mostcarried the loyalty to a company so far, it is very preferable

Kotler [14] said that a customer doesn’t understand the service(e-CNRR). We consider the e-CNRR as the ratio which indicatesvaluable e-customer who should be retained. Based on thesethat companies must try to convey the loyalty to their own

easily because the service is intangible. Then, the customer

the accumulated net profit of an e-customer occupied in the net

concepts, we propose the strategic e-CRM model for bringing

most valuable customers in the e-business circumstances.

tries to look for the clue that shows the quality of service, andgains of a company over a given period of time. By combining

long-term profits to a company. First of all, we will consider fiveFor example, it will be necessary that a company must cope

the company handles this situation with the quality of service.

this e-CNRR with relationship factor, we can visualize theprerequisites necessary to carry out this strategic e-marketing

positively and seriously with most valuable e-customers’ needs

However, it has not been clearly offered by a company withstrength of relationship with e-customers and the profitability

process model.

and wants to be claimed regardless of costs.

lacking the understanding of privilege, because the concept ofwhich each e-customer brings to the company on the online.
For example, in the e-customer portfolio analysis with putting
the relationship factor on the X axis and the e-CRNN on the Y◆

A. Prerequisites for performing the strategic e-CRM
modelaxis, we can easily find out candidates for the most valuable

Next, we consider the influences on the partnership in thethe privilege service is still new and unfamiliar in e-business.

aspects of emotions. According to Kotler [14], the anticipation

Therefore, it is necessary to have the means to make anof customers is changed with how

customers were deeply

e-customer privilege visible on the online to show the loyalty torelated themselves to the offering process of service. Moreover,the e-customer so that the empowered e-customer can forwarde-customers who are targeted because they are belong into

We focus on realizing a continuous communication by

Chaffery [2] said that the feeling of achievement responded

his/her needs and wants to the company.

the A segment where the e-CRNN is high and the relationshipe-mail which is used as a communication media. Because thewhen the full customer support and the customer desire are

For example, offering a premium website is considered asfactor is high. On the other hand, we judge from the B

relationship with e-customers will be strengthened through therealized is the important factor which strengthens the relation

one of the visible privilege. As the case, we can give the Dell’segment with a high e-CNRR and a low relationship factor that

continuous communication, it can directly and steadily plug

between a customer and a company.

s premium page which is customized for and offered to thee-customers classified into this segment have a high possibility

into the retention of target e-customer. Since the continuous

Because of the influences in the respects of the relationshipmost valuable e-customers and the most promising prospects.

of becoming valuable e-customers by utilizing a strategy tointeractive communication needs to be kept, it is necessary

and the emotions, it is considered that the target e-customer

The purpose of setting up this premium website is supporting

strengthen the relationship.

to create environments concerned. That is, we need somewill behave in cooperation with the company for achieving

to promote a purchase and achieve a remarkable result in theprerequisites for developing our strategic e-marketing process

the own desire aggressively. As a result, we consider that thisimprovement of a customer’s asset management related with amodel as follows.

cooperative relationship further strengthens the partnership.

sale [6]. However, the visualized privilege to be offered by the

However, we must be careful that the e-customer value
image considered is only made visible by drawing out thelimited information from a lot of information concerned on
e-customers. That is, our visualized e-customer value image

Dell’s premium website is very far away from the most valuable
Prerequisite 1 : Realizing the e-customer empowerment

Prerequisite 2 : Understanding the learning relation

does not reflect the information which comes from other40

Prerequisite 3 : Visualizing an e-customer’s privilege

to customers. Therefore, we can consider that there will be the

e-customer’s privilege to be targeted to visualize.
In this paper, we consider that the premium website

sources concerned. Therefore, it is necessary to provide

In general, the empowerment is considered in two viewpoints:

To satisfy the former prerequisite helps to understand andis not for the sales promotion purpose, but is a space toanother indicator which also includes information to be an

the relational concept and the motivational concept. However,keep the learning relation. It is because that the empowered

reinforce a secretarial factor for offering a convenience toimpending factor to the above-mentioned criteria. If that

there are quite different views about empowerment. In moste-customer is able to behave more actively. Moreover, the e-

the target e-customers to realize the needs and wants of41

up analysis criteria of an e-customer portfolio based on thesehappens, the segmenting accuracy for selecting the mostpopular opinions, it is almost taken as a synonymous meaningcustomer try to convey his /her own needs and wants to thefacts. As the analysis criteria of the e-customer portfolio, we

valuable e-customer will be higher.

as the power shift. That is, we could understand the empower-

company more aggressively with understanding the concept

consider a relationship factor which quantifies the relationship

Furthermore, with the rapid shift of business environments,

ment as that the person who has the power or authority vestsof learning relation that giving the own concerned informa-

strength of an e-customer, and an e-customer’s net revenue

any attribute value of factors for determining the most valuable

it to a powerless or unauthorized person [11]. Based on thistion and making the company to learn become the own profits.

ratio which is the net rate of return. The reason is that thee-customer might be attenuated with the time passage. To

concept, we define the empowerment that a company vests theThrough this process, a company will learn e-customer’s needs

more the relationship between an e-customer and a company

select correctly the most valuable e-customer who brings

power or the authority to an e-customer to collaborate closely

and wants, and then the e-customer is able to obtain something

becomes strengthened, the more the e-customer’s net revenue

in higher profits while coping with business environment

with the company, because the closer partnership will be built

which is best suited for his/her own desires from the company.

ratio becomes high.

changes, it is necessary to line up a concerned system. That is,

up as the e-customer is empowered.

Kotler [13] also said that the more a customer conveys

Generally the RFM analysis widely has been used in thethe segmentation must be maintained with the best conditions.

Urban [8] stated that the internet increased an e-customer

information to a company, the more the company comesoffline as the customer segmentation technique. However, withThus, we must check periodically up whether the analysis

power surprisingly, and reformed the interrelation between

to be able to offer the thing as the customer just desires.

the RFM analysis, it is hard to measure the potential purchasing

criterion of e-customer portfolio keeps validity and handlingthe e-customer and a company from the root. Moreover,

The company is also able to improve the own capability for

power of an e-customer and the trust relation with customers

timely with.

Drucker [12] said that formerly, the supply side having

handling e-customers’ desire by learning the e-customer’s

on the online, such as the frequency of visiting a company’

Like this way, by visualizing the relationship with each

information concerned with products and services, especiallyneeds and wants through the interactive communication. At thes website and the frequency of checking and responding toe-customer, a company can identify e-customers who should

the manufacturer held the supremacy in the market. Thoughsame time, it becomes possible to offer a personalized productan e-mail sent by a company [9]. Therefore, to carry out the

be retained and know what kind of actions should be taken. In

customers could not have this information and need not

or service and as a result, it brings about an immeasurable

e-customer segmentation reflecting the e-customer’s behavior

the next chapter, we explain our e-marketing process model,

either, these all situations have reversed since about 1970.

competitive advantage.

characteristics which is showed up on cyberspace, we accept

which brings higher profitable sales with retaining e-customers

Now customers have the information, and anyone who has thethe visit frequency which is the frequency of visiting to thethrough the interactive communication by e-mail.

information holds a power. Accordingly, the power has shiftedwebsite and the e-mail frequency which is the frequency of email transmission from an e-customer that are suggested by◆

Ko et al [9] as the important factors for evaluating e-customers.

Ⅲ . THE STRATEGIC E-CUSTOMER RELATIONSHIP
MARKETING MODEL

Consequently, we consider that the value level of relationshipinfluences on the partnership in the aspects of relationshipIn the e-business environment, it is necessary to visualize

and emotions between an e-customer and a company by thean e-customer’s privilege so that let the e-customer actuallyempowerment.

perceive the empowerment. However, it is not easy to visualize

We have discussed about the roles of communication for

We first think about the influences on the partnership inan e-customer’s privilege on the online, because companies

maintaining the relationship with e-customers and of e-mailthe aspect of relationship. Although offline customers have

do not have the recognition for the real privilege service yet.

with e-customers is distinguishable more precisely by adding
these two factors to the traditional RFM analysis.
Next, we ponder about the e-customer’s net revenue ratio

as a communication tool, and the ways of selecting the mostcarried the loyalty to a company so far, it is very preferable

Kotler [14] said that a customer doesn’t understand the service(e-CNRR). We consider the e-CNRR as the ratio which indicatesvaluable e-customer who should be retained. Based on thesethat companies must try to convey the loyalty to their own

easily because the service is intangible. Then, the customer

the accumulated net profit of an e-customer occupied in the net

concepts, we propose the strategic e-CRM model for bringing

most valuable customers in the e-business circumstances.

tries to look for the clue that shows the quality of service, andgains of a company over a given period of time. By combining

long-term profits to a company. First of all, we will consider fiveFor example, it will be necessary that a company must cope

the company handles this situation with the quality of service.

this e-CNRR with relationship factor, we can visualize theprerequisites necessary to carry out this strategic e-marketing

positively and seriously with most valuable e-customers’ needs

However, it has not been clearly offered by a company withstrength of relationship with e-customers and the profitability

process model.

and wants to be claimed regardless of costs.

lacking the understanding of privilege, because the concept ofwhich each e-customer brings to the company on the online.
For example, in the e-customer portfolio analysis with putting
the relationship factor on the X axis and the e-CRNN on the Y◆

A. Prerequisites for performing the strategic e-CRM
modelaxis, we can easily find out candidates for the most valuable

Next, we consider the influences on the partnership in thethe privilege service is still new and unfamiliar in e-business.

aspects of emotions. According to Kotler [14], the anticipation

Therefore, it is necessary to have the means to make anof customers is changed with how

customers were deeply

e-customer privilege visible on the online to show the loyalty torelated themselves to the offering process of service. Moreover,the e-customer so that the empowered e-customer can forwarde-customers who are targeted because they are belong into

We focus on realizing a continuous communication by

Chaffery [2] said that the feeling of achievement responded

his/her needs and wants to the company.

the A segment where the e-CRNN is high and the relationshipe-mail which is used as a communication media. Because thewhen the full customer support and the customer desire are

For example, offering a premium website is considered asfactor is high. On the other hand, we judge from the B

relationship with e-customers will be strengthened through therealized is the important factor which strengthens the relation

one of the visible privilege. As the case, we can give the Dell’segment with a high e-CNRR and a low relationship factor that

continuous communication, it can directly and steadily plug

between a customer and a company.

s premium page which is customized for and offered to thee-customers classified into this segment have a high possibility

into the retention of target e-customer. Since the continuous

Because of the influences in the respects of the relationshipmost valuable e-customers and the most promising prospects.

of becoming valuable e-customers by utilizing a strategy tointeractive communication needs to be kept, it is necessary

and the emotions, it is considered that the target e-customer

The purpose of setting up this premium website is supporting

strengthen the relationship.

to create environments concerned. That is, we need somewill behave in cooperation with the company for achieving

to promote a purchase and achieve a remarkable result in theprerequisites for developing our strategic e-marketing process

the own desire aggressively. As a result, we consider that thisimprovement of a customer’s asset management related with amodel as follows.

cooperative relationship further strengthens the partnership.

sale [6]. However, the visualized privilege to be offered by the

However, we must be careful that the e-customer value
image considered is only made visible by drawing out thelimited information from a lot of information concerned on
e-customers. That is, our visualized e-customer value image

Dell’s premium website is very far away from the most valuable
Prerequisite 1 : Realizing the e-customer empowerment

Prerequisite 2 : Understanding the learning relation

does not reflect the information which comes from other40

Prerequisite 3 : Visualizing an e-customer’s privilege

to customers. Therefore, we can consider that there will be the

e-customer’s privilege to be targeted to visualize.
In this paper, we consider that the premium website

sources concerned. Therefore, it is necessary to provide

In general, the empowerment is considered in two viewpoints:

To satisfy the former prerequisite helps to understand andis not for the sales promotion purpose, but is a space toanother indicator which also includes information to be an

the relational concept and the motivational concept. However,keep the learning relation. It is because that the empowered

reinforce a secretarial factor for offering a convenience toimpending factor to the above-mentioned criteria. If that

there are quite different views about empowerment. In moste-customer is able to behave more actively. Moreover, the e-

the target e-customers to realize the needs and wants of41

target e-customers for retaining. Moreover, we propose thatgenerously with an e-customer’s own way. Accordingly, thea company must make the privilege of the target e-customer

relationship based on mutual trust between the company andvisible as the major premise so that the e-customer selected

the e-customer becomes stronger and more powerful. As amay make an own privilege easy to recognize.

result, the increase of long-term profits through the e-customer
retention as the ROI can be expected.

Prerequisite 4 : Recognizing the boundary witha company’s handling cap ability.

◆

B. The strategic e-customer relationshipmarketing model

Kotler [14] said that a company that offers a service isStage 2 : Learning an e-customer’s needs and wants
through the interactive communicationout. Through this continuous process, the relationship with
an e-customer strengthens more, and then the situation

This stage is the place where the learning relation

with retaining the e-customer more certainly is taken place.

between an e-customer and a company is carried out on theConsequently, the most valuable e-customer retention ine-customers’ needs and wants forwarded based on the trust

this stage not only brings a long-term sales improvement or

relation at the trigger stage.

profit increase to the company but also connects to the new

In other words, through the continuous interactive

e-customer acquisition.

communication with e-mail, an e-customer tries to makeevaluated by reliability. However, the trust is indispensable toWhen the above-mentioned five prerequisites are met,a company discern his/her needs and wants, and also thekeep the continuous relationship with all existing customers

we can carry out the strategic e-CRM model (see Fig. 2). The

company tries to understand the e-customer’s requests

on the online not only in companies related to service but in all

strategic e-CRM model is basically composed of five stages,

correctly. Therefore, the company strengthens the relationshipIn this stage, a company can not only bring the sales orcompanies. Little things destroy the trust relation in an instant

three phases and the relationship strength. At first, we explain

with the e-customer more based on the strong mutual

profit increase by an e-customer retention but also get a neweven if the mutual trust has been built for a long-term. That is,

the stages and the phases by showing the changes of theunderstanding by taking concrete shape of the e-customer’s

e-customer acquisition which is the synergy effects caused

there is a great possibility not to be able to comply with therelationship strength between a company and an e-customer

requests. As a result, the company can recognize the state ofby the e-customer retention with the gradual heightening ofrequests from an e-customer when the e-customer’s needs andaccording to the time passing. In figure 2, time is taken in x

the partnership with the empowered e-customer.

the commitment in the stage 4. Because, it is expected that as

wants are over the handling capability of a company.

axis and retention rate is taken in y axis.

As a result, it may create the rift in trust relation between

Stage 5 : Getting new e-customers with the buzzing

the commitment is reached to a constant level, the retainedStage 3 : Maintaining the commitment of e-customers

an e-customer and a company, and then there is possibility not

e-customer takes the special behavior that a general e-customer
doesn’t. That is, the most valuable e-customer voluntarily andonly to connect to the e-customer’s churning but to cause theIn this stage, dealing with an e-customer based on his/heavy loss to a company.

her needs and wants learned in the former stage take the

Therefore, to continue the trust relation by returning thee-customer’s commitment out.

positively takes a buzz activity to recommend the company toneighbored persons.
As a result, the company can acquire new e-customers

anticipated results to an e-customer, it is necessary that the

There have been various views on the commitment. Dwyer etwithout the promotion cost through this buzzing, and thecompany must shows clearly the own adaptive range and get

al. [7] stated on the commitment as follows. The commitment

effects on the sales improvement or the profit increase by thisan e-customer’s understanding for the limits of company’s

is the implicit and explicit contract to retain the relationshipnew customer acquisition can be expected.

handling capability.

between exchange partners. In this stage, we consider on
the commitment that it is the implicit contract concerning

the expense for retention is investment.

contacting a company’s web site.
Figure 2. The strategic e-customer relationship marketing model

It costs more when a company communicates closelywith existing e-customers and carries out requests from thePhase 1 : Actualizing of the trust relation

with keeping the relationship which is generated by keeping

Prerequisite 5 : Companies must have a perception thatStage 1 : Forwarding an e-customer’s needs and wants

target e-customers for retaining. Sometimes, e-customers may

42

and the higher e-customer’s commitment will be broughtThis phase shows the situation that an e-customer can not

When a company acquires the commitment from the target

only take the action in the stage 1 but also move to the next

e-customer, it is very important to consider the cost of handlingstage. Namely, it is the situation that the e-customer’s trust to aa most valuable e-customer as the investment.

company has been actualized. In other words, the e-customer’

Because, the satisfaction level of an e-customer whos trust to the company forwards their needs and wants to thepush their needs and wants to be unprofitable to a company.

The stage 1 is the trigger stage where the most valuableobtained emotional and functional advantage as to realize

company based on the trust relationship, and at the same time,

However, in the long-term view point, we can expect thate-customer who has already taken some communications withthe e-customer’s own request by the faithful company morecreates the environment of interactively communicating witheven if there will be a situation with a temporary loss, coping

a company conveys his/her needs and wants that become astrengthen the relationship with the company and forward

the company.

positively with an e-customer’s needs and wants keep the

motive of the e-marketing process model beginning to thethe new requests, and then result in the long-term profit.

retention of the e-customer and can bring the long-term profits.

company.

Furthermore, the partnership based on the mutual trust is

That is, e-customers in our strategic e-marketing model are

The e-customer behavior in this stage is done through thegoing to strengthen as the e-customer who reached this stage

the 20% most profitable and valuable e-customers who give asite of visualized privilege service based on the empowerment

makes the cooperative relation with the company strong

company 80% of the profits. Furthermore, they give additional

and the understanding of learning relation, and show thatfurther.

profits as to bring new e-customers to the company throughan e-customer trust to the company is came up to thethe buzzing.

surface. Consequently, to realize the requests forwarded by

Therefore, the company must have a perception that thean e-customer within the range of company’s capability will

expense on handling the e-customer’s requests is not cost

become an important driving force which can draw out anotherbut investment. More concretely to say, to consider theneeds and wants from the e-customer, and at the same time,

expenditure generated by handling these e-customers’ requests

will strengthen the trust relation with the e-customer.

Phase 2 : Building up the partnership­
In the phase 2, an e-customer and a company mutually
understand the relationship as the partner by making thecompany to learn the e-customer’s needs and wants as theStage 4 : Retaining an e-customer
by improving the e-customer’s commitment

e-customer empowered forwards his/her own request more
actively to the company. The relationship like this makes thee-customer’s commitment to be accomplished by giving the

As the strong partnership generated in the stage 3 makes

situation where the both can behave mutually as the partner.

the realization of a further request repeat for the e-customer

Through this process, the partnership based on the strongas the investment can be connected to the realization on thewith whom the commitment was met once, an emotional andrelationship between the e-customer and the company isvisualization of e-customers’ privilege, and then can comply

functional benefit of the target e-customer improves more,strengthened.

43

target e-customers for retaining. Moreover, we propose thatgenerously with an e-customer’s own way. Accordingly, thea company must make the privilege of the target e-customer

relationship based on mutual trust between the company andvisible as the major premise so that the e-customer selected

the e-customer becomes stronger and more powerful. As amay make an own privilege easy to recognize.

result, the increase of long-term profits through the e-customer
retention as the ROI can be expected.

Prerequisite 4 : Recognizing the boundary witha company’s handling cap ability.

◆

B. The strategic e-customer relationshipmarketing model

Kotler [14] said that a company that offers a service isStage 2 : Learning an e-customer’s needs and wants
through the interactive communicationout. Through this continuous process, the relationship with
an e-customer strengthens more, and then the situation

This stage is the place where the learning relation

with retaining the e-customer more certainly is taken place.

between an e-customer and a company is carried out on theConsequently, the most valuable e-customer retention ine-customers’ needs and wants forwarded based on the trust

this stage not only brings a long-term sales improvement or

relation at the trigger stage.

profit increase to the company but also connects to the new

In other words, through the continuous interactive

e-customer acquisition.

communication with e-mail, an e-customer tries to makeevaluated by reliability. However, the trust is indispensable toWhen the above-mentioned five prerequisites are met,a company discern his/her needs and wants, and also thekeep the continuous relationship with all existing customers

we can carry out the strategic e-CRM model (see Fig. 2). The

company tries to understand the e-customer’s requests

on the online not only in companies related to service but in all

strategic e-CRM model is basically composed of five stages,

correctly. Therefore, the company strengthens the relationshipIn this stage, a company can not only bring the sales orcompanies. Little things destroy the trust relation in an instant

three phases and the relationship strength. At first, we explain

with the e-customer more based on the strong mutual

profit increase by an e-customer retention but also get a neweven if the mutual trust has been built for a long-term. That is,

the stages and the phases by showing the changes of theunderstanding by taking concrete shape of the e-customer’s

e-customer acquisition which is the synergy effects caused

there is a great possibility not to be able to comply with therelationship strength between a company and an e-customer

requests. As a result, the company can recognize the state ofby the e-customer retention with the gradual heightening ofrequests from an e-customer when the e-customer’s needs andaccording to the time passing. In figure 2, time is taken in x

the partnership with the empowered e-customer.

the commitment in the stage 4. Because, it is expected that as

wants are over the handling capability of a company.

axis and retention rate is taken in y axis.

As a result, it may create the rift in trust relation between

Stage 5 : Getting new e-customers with the buzzing

the commitment is reached to a constant level, the retainedStage 3 : Maintaining the commitment of e-customers

an e-customer and a company, and then there is possibility not

e-customer takes the special behavior that a general e-customer
doesn’t. That is, the most valuable e-customer voluntarily andonly to connect to the e-customer’s churning but to cause theIn this stage, dealing with an e-customer based on his/heavy loss to a company.

her needs and wants learned in the former stage take the

Therefore, to continue the trust relation by returning thee-customer’s commitment out.

positively takes a buzz activity to recommend the company toneighbored persons.
As a result, the company can acquire new e-customers

anticipated results to an e-customer, it is necessary that the

There have been various views on the commitment. Dwyer etwithout the promotion cost through this buzzing, and thecompany must shows clearly the own adaptive range and get

al. [7] stated on the commitment as follows. The commitment

effects on the sales improvement or the profit increase by thisan e-customer’s understanding for the limits of company’s

is the implicit and explicit contract to retain the relationshipnew customer acquisition can be expected.

handling capability.

between exchange partners. In this stage, we consider on
the commitment that it is the implicit contract concerning

the expense for retention is investment.

contacting a company’s web site.
Figure 2. The strategic e-customer relationship marketing model

It costs more when a company communicates closelywith existing e-customers and carries out requests from thePhase 1 : Actualizing of the trust relation

with keeping the relationship which is generated by keeping

Prerequisite 5 : Companies must have a perception thatStage 1 : Forwarding an e-customer’s needs and wants

target e-customers for retaining. Sometimes, e-customers may

42

and the higher e-customer’s commitment will be broughtThis phase shows the situation that an e-customer can not

When a company acquires the commitment from the target

only take the action in the stage 1 but also move to the next

e-customer, it is very important to consider the cost of handlingstage. Namely, it is the situation that the e-customer’s trust to aa most valuable e-customer as the investment.

company has been actualized. In other words, the e-customer’

Because, the satisfaction level of an e-customer whos trust to the company forwards their needs and wants to thepush their needs and wants to be unprofitable to a company.

The stage 1 is the trigger stage where the most valuableobtained emotional and functional advantage as to realize

company based on the trust relationship, and at the same time,

However, in the long-term view point, we can expect thate-customer who has already taken some communications withthe e-customer’s own request by the faithful company morecreates the environment of interactively communicating witheven if there will be a situation with a temporary loss, coping

a company conveys his/her needs and wants that become astrengthen the relationship with the company and forward

the company.

positively with an e-customer’s needs and wants keep the

motive of the e-marketing process model beginning to thethe new requests, and then result in the long-term profit.

retention of the e-customer and can bring the long-term profits.

company.

Furthermore, the partnership based on the mutual trust is

That is, e-customers in our strategic e-marketing model are

The e-customer behavior in this stage is done through thegoing to strengthen as the e-customer who reached this stage

the 20% most profitable and valuable e-customers who give asite of visualized privilege service based on the empowerment

makes the cooperative relation with the company strong

company 80% of the profits. Furthermore, they give additional

and the understanding of learning relation, and show thatfurther.

profits as to bring new e-customers to the company throughan e-customer trust to the company is came up to thethe buzzing.

surface. Consequently, to realize the requests forwarded by

Therefore, the company must have a perception that thean e-customer within the range of company’s capability will

expense on handling the e-customer’s requests is not cost

become an important driving force which can draw out anotherbut investment. More concretely to say, to consider theneeds and wants from the e-customer, and at the same time,

expenditure generated by handling these e-customers’ requests

will strengthen the trust relation with the e-customer.

Phase 2 : Building up the partnership­
In the phase 2, an e-customer and a company mutually
understand the relationship as the partner by making thecompany to learn the e-customer’s needs and wants as theStage 4 : Retaining an e-customer
by improving the e-customer’s commitment

e-customer empowered forwards his/her own request more
actively to the company. The relationship like this makes thee-customer’s commitment to be accomplished by giving the

As the strong partnership generated in the stage 3 makes

situation where the both can behave mutually as the partner.

the realization of a further request repeat for the e-customer

Through this process, the partnership based on the strongas the investment can be connected to the realization on thewith whom the commitment was met once, an emotional andrelationship between the e-customer and the company isvisualization of e-customers’ privilege, and then can comply

functional benefit of the target e-customer improves more,strengthened.

43

Phase 3 : Increasing the profitable sales

answered that it is e-mail when inquired of the experienced“Which is the most to use as the tool of forwarding yourWe can look at the phase 3 that the situation is happened,

desires to a company. Hence, we can judge that e-mail is thewhere the e-customer retained with the strong relationshipcommunication tool with excellent cost-effectiveness, and thebuilt up through the stage process brings the long-term effects

needs of e-consumer’s use are high.

2002．
[13] Philip Kotler, “Marketing Management: Millennium
Edition, Tenth E-dition”, Prentice-Hall, Inc, 1999.

to the company. Namely, the effect of the long- term sales

However, e-mail is not showing its own essential merit due[14] Philip Kotler, Tomas Hayes and Paul, N. Bloom,

improvement is expected through the retention of the mostto utilize for aiming at the e-customer acquisition. Thus, we“Marketing Professional Services, Second Edition”,

valuable e-customer and the new e-customer acquisition by thereconsider that the use of e-mail must be reviewed from thePrentice-Hal l, 2002．

buzz as results in the stage 4 and 5.

customer acquisition to customer retention. Based on this

Therefore, so long as the desires from an e-customer

consideration, we propose the strategic e-CRM model. We

empowered are generated, the process from the stage 1 to thebelieve that this e-CRM model is applicable to the real world,

stage 3 is repeated endlessly by interactive communications,

not theoretical, as the e-business marketing strategy model.

and then the relationship with the e-customer is further
strengthened.
There are various expected effects of the e-customer

Finally, we do not consider the side-effects of this model.
But, we believe that our paper offer a wide research area on the
study of serviceable e-business marketing model in the future.

retention resulted in the very strong relationship built upby this continuous communications. But first and foremost,the most valuable benefits of this model are the direct sales

Referenceincrease from the e-customer retained and the profitable sales
by new e-customers acquired with buzzing.
As described in the above prerequisites, the high satisfaction
and the feeling of achievement to be perceived when ane-customer’s desires with the awareness of joining the plan isrealized will sprout the high commitment to the relationship[1] Clayton, M. Christensen, Scott Cook, and Taddei hall, “Evils
of segmentation”，Harvard Business Review-Japaneseedition，2006, p.50．
[2] Dave Chaffey, “Total E-mail Marketing”, ButterworthHeinemann, 2003.

with a company. Moreover, the e-customer will do not only

[3] Don Peppers & Martha Rogers, “The One-to-One Future

his/her purchase activity but also the promotion activity by

Building Business Relations One Customer at a Time”，

keeping the gradual increase of the commitment through thepartnership with the company. Ultimately, a buzzing effectfrom the e-customer is yielded.

Judy Piatkus Ltd, 1993.
[4] Duncan, T. and Sandra, E. Moriarty，“A CommunicationBased Marketing Model for Managing Relationships”，

As a result, the company can realize the improvement of

Journal of Marketing，Vol. 62, No.2，1998, pp.1-13．

long-term sales as well as get a new e-customer acquisition[5] Frederick, F. Reichheld，“The Loyalty Effect-The hidden

generating a new effect of increasing profits by the mostForce Behind Growth，Profits，and Lasting Value”，Bainvaluable e-customer retention.

& company Inc., 1996．
[6] Frederick F. Reichheld, “Loyalty Rules : How Today’s◆

Ⅳ . CONCLUSION

Leaders Build Lasting Relationships”, Harvard Business
School Press, 2001.

As the appearance of online shopping mall passed away ten[7] F. Robert Dwyer, Paul H. Schurr and Sejo Oh, “Developing

years, various commodities keep overflowing on the Internet,

Buyer-Seller Relationships”, Journal of Marketing, Vol. 51,

and the commoditization and the competition between

No.2, 1987, pp. 11-27．

companies keep on intensifying. In these situations, if acompany grasps e-customer’s needs and wants and can build
up the good relationship with the e-customer, we can expectthat the company can get the strong competitive advantages.
We insist that the ceaseless communications are needed

44

2000, pp.1-20.
[12] Peter F. Drucker, “Managing in the next society”, Griffin,[8] Glen Urban, “Don`t Just Relate-Advocate”, Wharton School
Publishing, 2005.
[9] Hong Seung Ko et al. “A Strategic Royal Marketing Modelon e-Business as a new generation marketing model”，
Journal of NAIS Vol.1, No.1，2005, pp.70-77

for keeping the relationship with the most excellent customer[10] Jon, Anton. Laurent, Philonnenko. and Steve, Morrell.

on e-business. Besides, we previously made it clear that e-mailNEW Edition 20:20 CRM – A visionary insight into unique

is a tool with high cost-effectiveness for communicating

customer contacts. The Anton Press. 2007. Pp. 48-56.

with a customer on the online. In the internet questionnaire[11] Mikiyoshi Aoki, “The Concept of Empowerment insurvey carried out at this time, the 88.7 percent experienced

Management”, Management information science, Vol.12,[15] Steve Morrell and Laurent Philonenko, Genesis Japan
marketing division translation, “CRM Perfect Vision”, Ric
Telecom, 2002.
[16] The Ministry of Internal Affairs and Telecommunications,“the telecommunication white paper 2005 edition”, Japan
Government, 2005.
[17] The Radicati Group Inc，“Corporate Email Market- 20062010”, 2006.

Phase 3 : Increasing the profitable sales

answered that it is e-mail when inquired of the experienced“Which is the most to use as the tool of forwarding yourWe can look at the phase 3 that the situation is happened,

desires to a company. Hence, we can judge that e-mail is thewhere the e-customer retained with the strong relationshipcommunication tool with excellent cost-effectiveness, and thebuilt up through the stage process brings the long-term effects

needs of e-consumer’s use are high.

2002．
[13] Philip Kotler, “Marketing Management: Millennium
Edition, Tenth E-dition”, Prentice-Hall, Inc, 1999.

to the company. Namely, the effect of the long- term sales

However, e-mail is not showing its own essential merit due[14] Philip Kotler, Tomas Hayes and Paul, N. Bloom,

improvement is expected through the retention of the mostto utilize for aiming at the e-customer acquisition. Thus, we“Marketing Professional Services, Second Edition”,

valuable e-customer and the new e-customer acquisition by thereconsider that the use of e-mail must be reviewed from thePrentice-Hal l, 2002．

buzz as results in the stage 4 and 5.

customer acquisition to customer retention. Based on this

Therefore, so long as the desires from an e-customer

consideration, we propose the strategic e-CRM model. We

empowered are generated, the process from the stage 1 to thebelieve that this e-CRM model is applicable to the real world,

stage 3 is repeated endlessly by interactive communications,

not theoretical, as the e-business marketing strategy model.

and then the relationship with the e-customer is further
strengthened.
There are various expected effects of the e-customer

Finally, we do not consider the side-effects of this model.
But, we believe that our paper offer a wide research area on the
study of serviceable e-business marketing model in the future.

retention resulted in the very strong relationship built upby this continuous communications. But first and foremost,the most valuable benefits of this model are the direct sales

Referenceincrease from the e-customer retained and the profitable sales
by new e-customers acquired with buzzing.
As described in the above prerequisites, the high satisfaction
and the feeling of achievement to be perceived when ane-customer’s desires with the awareness of joining the plan isrealized will sprout the high commitment to the relationship[1] Clayton, M. Christensen, Scott Cook, and Taddei hall, “Evils
of segmentation”，Harvard Business Review-Japaneseedition，2006, p.50．
[2] Dave Chaffey, “Total E-mail Marketing”, ButterworthHeinemann, 2003.

with a company. Moreover, the e-customer will do not only

[3] Don Peppers & Martha Rogers, “The One-to-One Future

his/her purchase activity but also the promotion activity by

Building Business Relations One Customer at a Time”，

keeping the gradual increase of the commitment through thepartnership with the company. Ultimately, a buzzing effectfrom the e-customer is yielded.

Judy Piatkus Ltd, 1993.
[4] Duncan, T. and Sandra, E. Moriarty，“A CommunicationBased Marketing Model for Managing Relationships”，

As a result, the company can realize the improvement of

Journal of Marketing，Vol. 62, No.2，1998, pp.1-13．

long-term sales as well as get a new e-customer acquisition[5] Frederick, F. Reichheld，“The Loyalty Effect-The hidden

generating a new effect of increasing profits by the mostForce Behind Growth，Profits，and Lasting Value”，Bainvaluable e-customer retention.

& company Inc., 1996．
[6] Frederick F. Reichheld, “Loyalty Rules : How Today’s◆

Ⅳ . CONCLUSION

Leaders Build Lasting Relationships”, Harvard Business
School Press, 2001.

As the appearance of online shopping mall passed away ten[7] F. Robert Dwyer, Paul H. Schurr and Sejo Oh, “Developing

years, various commodities keep overflowing on the Internet,

Buyer-Seller Relationships”, Journal of Marketing, Vol. 51,

and the commoditization and the competition between

No.2, 1987, pp. 11-27．

companies keep on intensifying. In these situations, if acompany grasps e-customer’s needs and wants and can build
up the good relationship with the e-customer, we can expectthat the company can get the strong competitive advantages.
We insist that the ceaseless communications are needed

44

2000, pp.1-20.
[12] Peter F. Drucker, “Managing in the next society”, Griffin,[8] Glen Urban, “Don`t Just Relate-Advocate”, Wharton School
Publishing, 2005.
[9] Hong Seung Ko et al. “A Strategic Royal Marketing Modelon e-Business as a new generation marketing model”，
Journal of NAIS Vol.1, No.1，2005, pp.70-77

for keeping the relationship with the most excellent customer[10] Jon, Anton. Laurent, Philonnenko. and Steve, Morrell.

on e-business. Besides, we previously made it clear that e-mailNEW Edition 20:20 CRM – A visionary insight into unique

is a tool with high cost-effectiveness for communicating

customer contacts. The Anton Press. 2007. Pp. 48-56.

with a customer on the online. In the internet questionnaire[11] Mikiyoshi Aoki, “The Concept of Empowerment insurvey carried out at this time, the 88.7 percent experienced

Management”, Management information science, Vol.12,[15] Steve Morrell and Laurent Philonenko, Genesis Japan
marketing division translation, “CRM Perfect Vision”, Ric
Telecom, 2002.
[16] The Ministry of Internal Affairs and Telecommunications,“the telecommunication white paper 2005 edition”, Japan
Government, 2005.
[17] The Radicati Group Inc，“Corporate Email Market- 20062010”, 2006.