Customer Relationship Management of Ebay
Autor: raghu.vinod • March 11, 2016 • Case Study • 5,550 Words (23 Pages) • 1,229 Views
COLOGNE BUSINESS SCHOOL (CBS)
Customer Relationship Management – An insight into eBay Plus
Term Paper for “Customer Relationship Management”
Winter Semester 2015
Lecturer: Prof. Dr. Schallehn
Raghu Vinod
MA 15 in International Media and Marketing
Student-No. 1155800002
Table of content
List of Figures: i
List of Tables: ii
List of Abbreviations iii
Chapter 1: Strategic CRM and Impact of Loyalty on CRM
1.1 What is Strategic CRM?
1.2 Concept of Loyalty and its role in Strategic CRM
Chapter 2: Loyalty Programs and their effect on Consumer Activity.
2.1 What are Loyalty Programs?
2.2 Design characteristics of a Loyalty Program
Chapter 3. eBay Organization background and eBay Plus
3.1 eBay’s operating model and revenue stream
3.2 eBay’s new loyalty program – eBay Plus
3.3 Advantages for targeted segments through eBay Plus
3.4 Is the design of eBay Plus efficient and effective?
3.5 Potential challenges and improvement for eBay Plus
Chapter 4. Competitive advantage through eBay Plus
4.1 What is Competitive advantage?
4.2 eBay’s competitors
4.3 VRIO concept on eBay Plus
Conclusion:
References
List of Figures:
Figure 1.1: Satisfaction Profit Chain | Page 3 |
Figure 3.1: eBay revenue stream – Marketplace segment | Page 9 |
Figure 3.2: eBay revenue stream – Payment segment | Page 10 |
Figure 3.3: eBay revenue stream – Enterprise segment Figure 4.1: Context in which Competitive Strategy is formulated | Page 11 Page 20 |
List of Tables:
Table 1: eBay core competencies and VRIO | Page 24 |
List of Abbreviations
B2C | Business to Consumer |
C2C | Consumer to Consumer |
CRM | Customer Relationship Management |
LP | Loyalty Program |
VRIO | Value, Reliability, Imitability, Organization |
Chapter 1: Strategic CRM and Impact of Loyalty on CRM
1.1 What is Strategic CRM?
Strategic CRM is a customer centric methodology that aims to keep its loyal customers by creating and delivering better value than its competitors. Buttle (2009, pp. 28-29) defines Strategic CRM as “a set of activities that provides a single view of the customer across all contact channels. In a customer centric culture, businesses allocate resources where they would best enhance customer value and reward systems in order to promote
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