A process model for customer relational assets creation: A case study of online securities trading platform

The purpose of this research is to understand the practices of electronic customer relationship management (eCRM) and to establish a process model for online customers' relational assets creation.

Through a case study of a Taiwanese securities company, qualitative data are gathered on the process where online customers' relational assets evolved. This research is primarily based on 20 interviews of the case company. Four managers from the other two securities brokerage companies are also consulted in order to validate and complement the collected information.

The model reveals the relational assets creation as a four‐phase process: establish online relational tie, identify the features of online customers, enhance self‐determined behavior, and exploit research & development advantage for long‐term relationships.

In presenting an integrated view of the relational assets creation issue of eCRM has served as a step in establishing a process model. For each phase of the model, key managerial activities were identified that may facilitate online relationship building. The implications of the lessons learned and its future research directions are also discussed.