سال انتشار: ۱۳۸۳
محل انتشار: دومین کنفرانس بین المللی مدیریت
تعداد صفحات: ۱۸
Bahar Movahedi – B.Sc.,MBA,PhD Candidate, Eric sprott School of Bussiness , Carleton University, Ottawa, Ontario
In reviewing the role of e-marketing in increasing costumer satisfaction, this paper tries to cover the most important e-marketing issues and related researches , which have been done in this area. My focus is on internet as one of the most popular e-marketing tools, but I also reveiw electronic marketing environment and its appropriate strategies as well . The paper begins with an overview of electronic marketing environmet and traditional environment in order to find out how we can benefit from the old one . then I describe the process of planning suitable e-marketing strategy and how it relates to cosumer satisfacion next I review the research literature related to costumers satisfaction of electronic services and introduce its existence dimensions. I also define the importance of bulding close relationship with on line costumers as one of the most important strategies use by firm to achieve high level of costumer satisfaction . I also ask the question of how we can assess online costumer satisfaction using the research literature . Finally , I come to this conclusion that high performance website plays a major role in increasing online costumer satisfaction. and outline the possible ways of improving the performance of a website.