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The Effect of the Internet Use on Customer Relations and Targeting Activities: An Empirical Study of UK Companies

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  • Riyad Eid

    (United Arab Emirates University, UAE)

  • Yasser El-Kassrawy

    (Tanta University, Egypt)

Abstract

The purpose of this research is to investigate the effects of the Internet use on customer relations and targeting activities. Based on the previous literature, the effect of the Internet on marketing activities has been categorised into four basic dimensions, 1) marketing and customer relations activities, 2) marketing targeting activities, 3) marketing performance, and 4) marketing efficiency. However, few empirical studies have been done regarding customer relations and targeting activities that are affected by the use of the Internet, and the effect of that on marketing efficiency. By studying the practice of 123 UK companies, it has been found that the use of the Internet positively influences customer relations and targeting activities, marketing performance and marketing efficiency.

Suggested Citation

  • Riyad Eid & Yasser El-Kassrawy, 2012. "The Effect of the Internet Use on Customer Relations and Targeting Activities: An Empirical Study of UK Companies," International Journal of Online Marketing (IJOM), IGI Global, vol. 2(3), pages 39-51, July.
    • Handle: RePEc:igg:jom000:v:2:y:2012:i:3:p:39-51
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