The effectiveness of online customer relations tools - Comparing the perspectives of organizations and customers Academic Article uri icon


  • Purpose – The purpose of this paper is to examine the differences in how customers and organizations perceive online customer relations (OCR) tools – the online communication tools at the interface between organizations and customers – and how the different perceptions affect the implementation, use, and effectiveness of these tools.Design/methodology/approach – The research model is tested empirically in three separate studies that explore the organizations' perspective of OCR tools, the customers' perspective of OCR tools, and the actual implementation and use of these tools.Findings – The findings in this paper vary across the six OCR tools examined. The findings for the “contact form” suggest that the misalignment in the perspectives of organizations and customers can drive less effective online relationships. Conversely, the findings for the “order‐tracking system” illustrate the potential of the alternative situation, when the attitudes of organizations and customers are aligned.Practical implicatio...

publication date

  • January 1, 2008