Customer Relationship Management and Interface Redesign: A Study on the Website Design on the eBay Websites on Cultural Perspectives

Authors:
Kevin K.W. Ho;Eric W.K. See-To
Affiliations:
School of Business and Public Administration, University of Guam, Mangilao, Guam, USA;Department of Industrial and Systems Engineering, Hong Kong Polytechnic University, Hunghom, Hong Kong
Venue:
International Journal of Strategic Information Technology and Applications
Year:
2013

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Abstract

This study is focused on the cross-cultural issues in the post-adoption phases of customer relationship management CRM for an international electronic marketplace, which operates in more than 30 countries. In particular, the authors focus on how the electronic marketplace modifies its interface redesign for addressing the different tastes of users from different cultural backgrounds. The authors hope this study can address to how cultural and language differences affect the interface redesign of CRM, which is part of the enterprise system, in the multinational and global context through a qualitative study.