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Customer Relationship Management of Ebay

Autor:   •  March 11, 2016  •  Case Study  •  5,550 Words (23 Pages)  •  821 Views

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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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