Building personalised relationships with customers via emails

Jen-Hung Huang, Stacy-Huey-Pyng Shyu

Research output: Contribution to journalArticle

Abstract

Personalised services, which make customers feel that service employees are polite, friendly and exhibit personal warmth, and that customers are unique and valued, are essential in building good customer relationships. Establishing personalised relationships on the Internet appears impossible. However, the characteristics of reduced cues and asychronised communications make email an effective tool for cultivating relationships between e-retailers and their customers. A sample of 254 students from a university in Northern Taiwan participated in an experiment. Structural equation modelling revealed that frequent personalised emails improve the relationship between e-retailers and their customers, enhance service quality and engender customer loyalty. Furthermore, personalised emails enhance relationship quality more for female customers than for male customers. Finally, future research and managerial implications are discussed.
Original languageEnglish
Pages (from-to)585-601
Number of pages17
JournalTotal Quality Management and Business Excellence
Volume20
Issue number6
DOIs
StatePublished - 2009

Keywords

  • email; e-service; gender; relationship quality; service quality
  • SERVICE QUALITY; GENDER-DIFFERENCES; COMMUNICATION; SATISFACTION; PERSPECTIVE; TECHNOLOGY; ENCOUNTERS; PERCEPTION; MANAGEMENT; THOUGHTS

Fingerprint Dive into the research topics of 'Building personalised relationships with customers via emails'. Together they form a unique fingerprint.

  • Cite this