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| Author: | Sanayei, A. Shafeai, R. |
| Title: | The use of integrated method of the Fishbein's attitude model and customer-oriented requirements to improve e-customer behavior and attitude |
| Journal: | Journal of international marketing and marketing research
2009 : OCT, VOL. 34:3, p. 115-128 |
| Index terms: | customers attitudes customer relationship management (crm) electronic commerce case studies Iran |
| Language: | eng |
| Abstract: | This study examines the increasing satisfaction in buyers in the e-commerce environment. The required information was collected via questionnaires. The article explains the features of useful strategies to improve customer-company relationship. Subsequently it provides some ways to integrate the Fishbein's attitude wants with the mentioned strategies. The results reveal, among others, the rational rating of main factors that affect on e-customer satisfactions. They also confirm that the use of customer-oriented strategies increase buyers contentment. A model is introduced to improve of e-consumer attitudes by means of application the Fishbein's model. The importance of e-communication is shown to get better the attitude of customers. |
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