Tailoring e‐service quality through CRM

The specific advantages of the Internet as a transaction and communication channel present new opportunities for businesses to create a long‐term relationship with their customers. The level of e‐service quality is an essential component of this customer‐centric strategy. The paper presents a predictive method to establish the optimum level of e‐service quality, taking into consideration customers’ satisfaction, customers’ profitability, the competitive conditions of the market, and company's capabilities. However, the effective use of this method requires the implementation of e‐CRM systems, structured around a customer‐centric approach. Therefore, the re‐design of the company structure and processes using a customer‐focused philosophy is also assessed in a stage‐by‐stage analysis.