The role of online profiling, service quality, satisfaction and loyalty in developing a CRM capability: propositions and considerations

The Internet has the ability to profile online customers to develop effective customer relationship management (CRM) strategies for e-commerce that requires interaction and coordination between various resources within an organization. However, limited research exists in understanding CRM as an outcome of the interaction between various resources, as well as an organizational capability. This paper applies the Resource Based View of the firm to propose an integrated framework in the management of a CRM capability and suggests that this capability comprises managing the interactions between recently developed concepts such as online-profiling, service quality, satisfaction and loyalty.