A new model to support the personalised management of a quality e‐commerce service

The paper presents an aiding model to support the management of a high quality e‐commerce service. The approach focuses on the service quality aspects related to customer relationship management (CRM). Knowing the individual characteristics of a customer, it is possible to supply a personalised and high quality service. A segmentation model, based on the “relationship evolution” between users and Web site, is developed. The method permits the provision of a specific service management for each user segment. Finally, some preliminary experimental results for a sport‐clothing industry application are described.