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| Author: | Jukic, N. (et al.) |
| Title: | Implementing polyinstantation as a strategy for electronic commerce customer relationship management |
| Journal: | International Journal of Electronic Commerce
2003 : WINTER, VOL. 7:2, p. 9-30 |
| Index terms: | Consumer behaviour Customer relationship management (CRM) Data management Market segmentation |
| Language: | eng |
| Abstract: | Polyinstantation is the situation where multiple records sharing the same identifier value occur in one table. Multi-level secure (MLS) models utilize and manage polyinstantation to provide a secure way of handling classified information. Customer relationship management (CRM) systems for e-business can leverage the strategy of managed polyinstantation by implementing MLS technology to coordinate B2C interactions in order to build long-term loyalty. Polyinstantiated information-presentation strategy is evaluated in a pilot study as a means of enhancing relationships between e-businesses and their customers. |
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