Group buying websites X customer relationship management: an impossible marriage?
DOI:
https://doi.org/10.18316/2316-5537.15.2Keywords:
Group-buying websites, customer relationship management, relational marketingAbstract
To maintain the competitiveness, companies have been using strategies to attract and retain their clients, like the group buying websites and the Customer Relationship Management (CRM). The present aims to examine the relationship between the presence of companies in group-buying websites and their strategies for Customer Relationship Management, through an exploratory study. Therefore, we tried to analyze how companies line their initiative of group-buying website with their relationship marketing strategy. Despite its initially seen as the opposite, i.e., group-buying sites have a transactional CRM appeal and be oriented as a relationship marketing, the results obtained of the analysis of the interviews allow concluding that companies are successfully integrating these initiatives.
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