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A strategy for managing customer relations on the internet: evidence from the football sector
Thanos Kriemadis
Department of Sport Management, University of Peloponnese, Athens, Greece

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Andreas Kotsovos
Hellenic Army Academy, Department of Sport Management, University of Peloponnese, Athens, Greece, and

Nikos Kartakoullis
Cyprus Sport Organization, School of Business, University of Nicosia, Nicosia, Cyprus
Abstract
Purpose The purpose of this paper is to provide a better understanding of how the internet is used as a strategic tool in electronic customer relationship management (e-CRM) in the football sector. In particular, the research questions this paper addresses are: How can the online environment be described? How are the customers served in this online environment? The rst research question provides an overview of the online environment and the second research question describes the services offered in this online environment. Design/methodology/approach The qualitative research is the appropriate approach, in order to collect the required data, as the particular research characterizes a complete and comprehensive view and understanding of a phenomenon in its entity. The research is based on the use of double case study approach combining two data collection methods, participant observation and documentation. This particular research adopts the approach of participant observation and documentation. Primary data are collected through an observation checklist, with the help of browse target web sites related to the study. In order to get additional information about the clubs specic data, the paper used e-mails. Secondary data were collected through documents from different sources to verify the collected data. In documentation are used ofcial publications, newspapers, journals, and brochures. Findings The study indicates that the design of a web site needs to be viewed primarily as a business task, which is consistent with previous research, not a technical task. The web site design needs to be appropriate to the needs of the club and should focus supporting business goals. Managers need to increase web site self-problem solving functions. It helps to decrease customers interactivity with companys representatives. The contents match with the theory mostly. They are match efcient in providing online services but they still need to provide complete shipping information. This study contributes to previous theory since it has investigated the use of the internet in customer relationship management (CRM). However, due to the lack of research concerning the e-CRM in the football sector this study needs further consideration by collecting data through interviews with CRM managers and fans. Finally, the same study can be conducted on a larger sample of web sites. Originality/value CRM and internet as strategic tools in the football sector is a new research area and not covered adequately in recent and past publications in recognized international journals. Keywords Customer relations, Customer service management, Football, Internet Paper type Case study

Direct Marketing: An International Journal Vol. 3 No. 4, 2009 pp. 229-243 q Emerald Group Publishing Limited 1750-5933 DOI 10.1108/17505930911000847

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1. Introduction The electronic customer relationship management (e-CRM) is dened as the application of information and communication technology to increase the scale and scope of customer services (Greenberg, 2001). Customer relationship management (CRM) technologies can be divided into three functional categories, operational CRM, analytical CRM, and collaborative CRM. Operational CRM includes customer-facing applications that integrate front-, back-, and mobile ofces, with the purpose to increase the efciency of customer interactions (Trepper, 2000). This involves automating business operations processes, such as order management, customer service, marketing automation, salesforce automation, and eld service. In order to succeed employees must have the right skills and the company must have a customer focus (Lawrence, 2001). Analytical CRM involves applications that analyze customer data generated by operational tools (Trepper, 2000). The data are often stored in a data warehouse, which can be described as a large repository of corporate data (Dyche, 2002). The data, stored in the data warehouse, shall give the company information that will enable it to provide value to its customers. Hence, it is crucial to capture the right data, a process that must be accomplished with great customer care and understanding (Newell, 2000). Collaborative CRM focuses on facilitating interaction between customers and companies (Trepper, 2000). One-way communication must be replaced by two-way communication, where the customer gets involved early with issues affecting their future purchase behavior (Lawrence, 2001). In other words, collaborative CRM involves any CRM function that provides a point of interaction between the customer and the supplier. For example, technologies, such as electronic communication, are used to facilitate relevant, timely, and personalized interaction with the customers (Greenberg, 2001). Implementation of e-CRM has resulted in increased competitiveness for many companies as witnessed by higher revenues and lower operational costs. Managing customer relationships effectively and efciently boosts customer satisfaction and retention rates (Reichheld, 1996b). E-CRM functions help organizations assess customer loyalty and protability on measures such as repeat purchases, money spent and longetivity. E-CRM was developed on the basis that customers vary in their needs, preferences, buying behavior and price sensitivity. Therefore, by understanding customer drivers and customer protability, companies can better tailor their offerings to maximize the overall value of their customer portfolio. Reichheld (1996a) has documented that a 5 percent increase in customer retention resulted in an increased average customer lifetime value of between 35 and 95 percent, leading to signicant improvements in company protability. CRM software enables marketers to offer online interactions that are customizable to the individual customer, allowing online marketers to better match their offerings and the online experience to consumers needs and preferences even in markets with millions of prospects and customers. With the involvement of internet in CRM its functions become more interactive and customers are actually transacting with the companies. Furthermore, web-based CRM uses the internet to integrate and simplify the customer business processes and reduce costs of the customer facing operations (Swift, 2001). The benets of e-CRM are: . e-services are always available, accommodating any schedule; . services take less time to render, adding to customers convenience;

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orders can usually be processed and delivered more quickly; online self-service is immediate, private, relevant, and easy to access; customers feedback to the company is immediate; automated software delivery eliminates users having to monitor and update software applications; shopping and purchasing is easier and more time effective; and electronic services are generally free or cost less for the customer.

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The aim of this paper is to provide a better understanding of how the internet is used as a strategic tool in e-CRM in the football sector. 2. Literature review 2.1 The online environment The success of e-commerce for any company is greatly dependent on the appropriate design of its web site. Gehrke and Turban (1999) have indicated ve major categories of web site design. These are: page loading speed, business content, navigation efciency, security, and marketing/customer focus. 2.1.1 Page-loading speed. According to a survey conducted by Ody (2000) speed (i.e. slow speed) was the number one complaint of web users (77 percent). Therefore, large, pretty graphic les and cool animation may cost to web business owners in terms of lost business (McRobb and Rogerson, 2004). Therefore, a web site must: . Keep graphics simple and meaningful. Allen and Fjermestad (2001) refer to excessive graphics as image inammation. They recommend limiting the total graphics and text for a single web page to 60KB. . Limit the use of animation and/or multimedia plug in requirements. Animation is a contributor to slow page loading. Trocchia and Swinder (2003) recommend that if web-designers consider necessary to have animation, then these must stop cycling after ten seconds to allow the user to scroll it off the screen. Newell (2000) suggests that information content should account for 80 percent of the site. Audio clips and other multimedia gizmos that require users to download plug-in programs, install them, reboot and return to the web site, drive away users and recommends that designers should not require viewers to download software to view a web sites contents. . Use thumbnails. Thumbnail graphics are an effective way to utilize graphics without signicantly increasing the page-loading time. Thumbnails give the user a choice of whether or not to wait for the loading of a larger picture without forcing it as a default. . Provide text-only choice. Providing an option to load text only, increases speed and allows the use of a greater variation of browsers (Blank and Daniels, 2001). . Use progressive rendering. This allows the user to read the content while the graphics are loading. 2.1.2 Business content. Business content is a major web site issue because the quality of presentation and the usefulness of the content determine whether a potential customer will be attracted to, or driven away, from the site. Therefore, a web site must:

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Use clear and concise text with proper spelling and grammar to describe the business. This is by far the most commonly prescribed recommendation in the literature. Usually, businesses web sites are ambiguous, concerning their products and/or services description. (Gehrke and Turban, 1999). Provide contact information on each page. A site that does not provide contact information may drive business away. Dutche (2002) recommends the installment of mail-to links on every page. Trepper (2000) suggests a more elaborate method, which is posting threaded online discussions, message boards, or even interactions via real-time and online chat. Provide free services or useful information. Free content is a valuable feature. But free content is likely to decrease as the web becomes more mature and commercial. However, Ody (2000) believes, that prospective customers are more likely to purchase when the free services are closely related to what is being sold. Use simple background colors and textures and make regular changes to the site. Frequent updating, ensures that the information is current (Weigran and Koth, 2000). Limit registration forms and the amount of requested information on them. Another way to drive away customers is to blitz them with intimidating registration forms, and especially those that request a burdensome amount of unnecessary information (Gehrke and Turban, 1999). Create a frequently asked questions (FAQ) section. It enhances users understanding of what is offered at a site. It also helps the site owner by reducing the amount of correspondence necessary to answer repeatedly the same questions. Avoid under construction signs. Berst (1998) listed this as one of his Seven deadly web site sins. Bull (2003) recommends design for exibility. This means that urgent changes can be made without having to take the site off line.

2.1.3 Navigation efciency. Without efcient and user-friendly navigation, the user is likely to get confused, lost or frustrated, and abandon the site. Therefore, a web site must: (1) Use well-labeled, accurate (no broken) links. An ambiguously labeled link or a link that hits a dead end is one of the most annoying design faults in a web site. Ody (2000) recommends to develop each link carefully in order to answer two questions: . What will I get if I click here? . Why would I want to get that? (2) Avoid the use of frames. Companies use frames to make their logo visible from all underlying pages. Weigran and Koth (2000) support the use of frames but only if the frame layout is made simple. (3) Keep navigation consistent. Bull (2003) supports a navigation bar on each page. In addition, buttons on any navigation bar should be limited to those that drive customers purchase. (4) Provide an effective search engine in the site. This applies mainly to large sites or for sites with a lot of randomly accessed content. Swift (2001) describes it very succinctly: [. . .] in e-commerce, each failed product search is equivalent to a

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clerk saying, Sorry, I dont think we carry that item. Search engines should be prominent and easy to use. Use distinctive hot buttons. Hot buttons provide easy navigation and a personalized effect to the web page. Bull (2003) recommends unusual shapes and colors in addition to the traditional rectangular or circular shapes. Use long pages with links rather than subsequent pages. There is disagreement on this issue. Greenberg (2004) suggests that long pages with links within a page are confusing because users scroll down to read a paragraph, and then return to the top of the page only to select the same paragraph again from the index. Janal (1998) disagrees by stating that using long pages with links should be encouraged. Linking within one long page is also faster than reloading subsequent pages. Use site maps/guides if the site has many underlying pages. A large site with several underlying pages should have a map or guide that allows the user to jump to any page. (Gehrke and Turban, 1999). Avoid links that open up new browsers or pop-up ads. These links may be both invasive and offensive. It wastes the users time and energy because new pages and/or browsers that popped opened force them to wait and close the link (Gehrke and Turban, 1999).

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2.1.4 Security. Security is a crucial issue regarding a web sites operation. Therefore, web sites must: . Stress the use of security: in order to secure transactions it is necessary to implement security protocols. Furthermore, an optional link to a security practices page and legal notices for visitors, increases customer condence. . Protect your copyrights: It is crucial to place a statement in the web page indicating that the material is copyrighted. . Generate a conrmation page after a consumer makes a purchase. A conrmation notice (and number) of a purchase, along with an e-mail conrmation that the order was shipped, are effective solutions (Gehrke and Turban, 1999). 2.1.5 Marketing/customer focus. Web site evaluation mainly depends on the ability to keep the customer in focus. Therefore, it must: . Provide as many payment alternatives as possible: different payment options increase the possibilities to conduct a sale. . Be up front about business practices. Business practices (i.e. use of cookies) should be displayed openly on the home page to build assurance. . Use an auto responder. The storefront owner should always automate to expedite e-mail replies. A customer, who fails to get a timely answer to a question via e-mail, is likely to be a lost customer. Most e-mail programs, like Microsoft exchange, have auto responders built in. By using intelligent agents, it is possible to sort e-mail and send customized replies (Gehrke and Turban, 1999). . Write the web site in English or give the English choice. English is recognized as the worldwide universal business language. Buttons with the language choice provide the convenience to select the preferred language (Gehrke and Turban, 1999).

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2.2 Customer services The internet can be used to provide consistent and comprehensive product and customer service information. In addition, customer service over the web is likely to be more consistent than traditional retailing, because the online retailer is able to provide more detailed and extended information to any customer at any time. Jang and Burnes (2004) have dened a framework of customer services that involves the following variables. 2.2.1 Placing order. Number of order methods: Connee (1998) states that the customer should have the option to choose between different methods of payment when shopping online. . Order status. This feature allows the user to nd out the stage of the shipping process his/her order is in (Steme, 2000). . Conrmation of product order by e-mail. E-business must recognize electronic order conrmation as one of the easiest and most cost effective ways to increase customer satisfaction. An auto response is a very powerful tool that sends out a canned reply to incoming message. This provides an immediate proof of delivery (Zemke and Connellan, 2001). 2.2.2 Efcient handing of orders and queries. Orders must be processed quickly and accurately. The order processing system prepares invoices and sends the appropriate information. When the order-processing steps are carried out efciently, both the company and its customer benet. The order cycle time involves all the activities in receiving and approving orders, delivering the product on time and collecting payment. Customers appreciate the fast order cycle time (Kotler and Armstrong, 1996). 2.2.3 Payment option . Number of credit cards accepted. An e-commerce application must support one or more payment systems. Payment systems are available for products that cost cents or fraction of a cent to thousands of dollars. However, the most common payment system, in the majority of present-day e-commerce sites, is the traditional credit card system, which means that it should be included as the base payment system into present e-commerce benchmark specications ( Julta et al., 2000). . Ofine payments. Online customers tend to use multi-channel sites to collect information and place orders but prefer physical stores for pickup and payment. Less than one third of the customers are traditional online users who chose direct delivery and online payment (Teltzrow and Berendt, 2003). Ofine payments involve no contact with a third party during the payment process. The obvious problem with ofine payments is that it is difcult to prevent payers from spending more money than they actually possess. In a purely digital world, a dishonest payer can easily reset the local state of his system to a prior state after each payment (Anton and Hoeck, 2002). 2.2.4 Shipping information . Shipping and handling information. Ideally, any delivery information should be made accessible from the home page or with the product information so that customers are aware of the prices before they begin to make any purchases (Vassilopoulou and Keeling, 2000).

Sales tax information. Owing to the global nature of the web and the ability to make purchases across borders, a web site should also list any extra charges or tax that a customer will have to pay if they are not from the same country as the origin of the business. It is important for a transacting customer through a web site to be aware of all the company terms and conditions about the purchase (Sterne, 2000).

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2.2.5 Returns . Money back guarantee. Successful guarantees reinforce customer loyalty. The guarantees assure the consumer that if they are less than satised with their purchase, they can invoke the guarantee within a certain period and under certain conditions. Offering guarantees, signals to customers that the rm is committed to deliver high quality products and services. (Hoffman and Bateson, 1997). . Convenient returning information. Providing a lenient or fair return system will lower the perceived risk involved. Customers are more likely to purchase a product when they know that returning the product will be of minimal hassle and at no expense. 2.2.6 Interactive service. It is important to remember that a sale is the beginning, not the end, of a relationship with a long-term customer. According to Janal (1998), there are many tools to help online marketers to support their activities concerning customer service. . E-mail. The company should emphasize clarity and professionalism and also apply the same rules to the companys e-mail capability. Responding to a customer comment, question, or complaint via e- mail requires the same care used when responding over the phone (Blank and Daniels, 2001). . Frequently Asked Questions (FAQ). FAQs is a place of introduction. It provides fundamental information and lets the casually curious as well as the internet hunter-seeker come up to speed as quickly as possible. It must be easy to navigate and proper expectations must be set. The pointer of the FAQ must be on the homepage as a stand-out-button so it can be easily found (Steme, 2000). . Interactive chat function. Online text chatting provides real time communication between customers and suppliers. Those who are not able to get an answer online have the option to contact a service representative immediately if the company offers text chatting ( Julta et al., 2000). Chat rooms also attract new customers, increase customer loyalty and enhance relationships. For example, a virtual vineyards chat room allows a customer to discuss issues with both company experts and wine lovers. This is an e-service that is widely used to support e-communities. . Toll-free number. According to Zemke and Connellan (2001), toll-free numbers are still the most preferred way of contact for customers when it comes to customer service issues. 2.2.7 Web policy . Privacy. Information privacy is the ability to control the access that others have to their personal information. Online shopping allows the collection of much more detailed consumer behavior information than it is possible from the physical market (Dyche, 2002).

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Security policy. The term transaction usually means monetary values that change hands. Whenever that occurs, security becomes an issue. Another problem lays in the fact that electronic mail messages are normally sent unencrypted, which means that any one who intercepts an e-mail message could read its contents without difculty. There is an understandable reluctance by users to send their credit cared details, therefore, detail information on trust and the security system implemented by companies for secure transactions are important attributes in business-to-customer e-commerce (Collins, 1998). Company information. Today customers demand more information; therefore it is important to have available public materials to inform them about the company. Public materials include annual reports, brochures, articles, and company newsletters, magazines, and audiovisuals materials (Kotler and Armstrong, 1996).

3. Purpose of the study The aim of this paper is to provide a better understanding of how the internet is used as a strategic tool in e-CRM in the football sector. In particular, the research questions this paper addresses are: How can the online environment be described? How are the customers served in this online environment? The rst research question provides an overview of the online environment and the second research question describes the services offered in this online environment. 4. Method The qualitative research was the appropriate approach, in order to collect the required data, as the particular research characterizes a complete and comprehensive view and understanding of a phenomenon in its entity (Yin, 1994). The research is based on the use of double case study approach combining two data collection methods, participant observation and documentation. 4.1 Design The research is based on the use of case studies, as the purpose closely resembles the form of questions how and why (Yin, 1994). Furthermore, this choice is motivated by the fact that the researcher has no control over the behavior of the subjects under study and third, it deals with contemporary events. 4.2 Data collection The most common data collection methods in a qualitative research are documentation, archival records, interviews, direct observations, participant observation, and physical artifacts (Yin, 1994). In this particular research, it was adopted the approach of participant observation and documentation. Primary data were collected through an observation checklist, with the help of browse target web sites related to our study. In order to get additional information about the clubs specic data we used e-mails. Secondary data collected through documents from different sources to verify the collected data. In documentation were used ofcial publications, newspapers, journals and brochures. In order to increase the reliability of the observation in this study, both researchers observed the clubs web sites separately and in frequent intervals. Finally, the use of

two data collection methods and two different cases, increased the construct and the external validity of the research. 4.3 Sample According to Yin (1994), a sampling frame is a list or other record of the population (in this case, web sites) from which all the sampling units are drawn. The selected sample was the sites of two football clubs, Manchester United and Liverpool. Both clubs implement e-CRM due to the large number of fans worldwide and their economic status. 4.4 Data analysis The data were analysed using the theoretical proposition that led to the case study. Data analysis consisted of three concurrent ows of activity: (1) data reduction; (2) data display; and (3) conclusion drawing/verication (Miles and Hubermann, 1994). The data has been reduced within the case analysis when compared with the conceptualised framework. Moreover, data displayed through cross case analysis, where cases were compared against one another. Conclusions were drawn based on the similarities and differences, which were found in data reduction and data display. 5. Results 5.1 How can the online environment be described? The results of this study (Appendix 1) indicate that both of the football clubs web sites are reviewed regularly to ensure that they are providing above-average performance. The site of Manchesters speed is faster than Liverpools. The web sites use appropriate animations and avoid large graphics onto web pages, which can cause slows down access to the page and will probably frustrate the customer into abandoning the site. Plug-in and helpers are not required for key functions on both of the web sites. Furthermore, both of the web sites in our case support thumbnail option to show pictures because they provide products to sell and they use progressive rendering to see text before pictures but they dont provide an option of text-only choice. Both of the web sites implement security protocols for customers data security. They ensure that customer personal information cannot be read by anyone else. These web sites provide a conrmation page and send an e-mail after completing purchasing process. Copyright information is also available on both of the web sites, which shows that all trademarks and database rights on the web site together are owned by the club. Without their prior written permission, nobody can copy, sell or transfer material on the web site. These web sites use simple and concise text to provide clear business description, which describes about the football clubs services. The site of Manchester United provides contact Information on each page of the web site but Liverpool is not providing this option. Both of the web sites provide free membership registration facility. The web sites use simple registration forms and the amount of requested information for membership is limited. Both of the web sites offer a FAQ section but it is more effective and comprehensive in Manchesters web site. Finally, there was no indication of under construction page on both of the web site.

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Concerning navigation efciency, both sites offer well-labeled and accurate web links, which lead customers to wanted web pages. Liverpools web site uses a search engine that provides the option to search either in the site or in the entire web. The site of Manchester united does not provide this second option. Furthermore, the site of Manchester United uses mainly subsequent pages in the web site but comparatively Liverpools site uses long pages. Finally, both of the web sites have site map to guide user for browsing web sites. Regarding to customer focus, these web sites clearly dene cookies information to be up front about business practices. They use cookies in order to make web sites work more efciently, as well as to provide business, marketing information and services. Manchester offers content of web site in four different languages (English, Korean, Japanese, and Chinese) and Liverpool in two different languages on the web site (Chinese and Korean).

5.2 How are the customers served in this on line environment? Referring to the second research question, the results of this study (Appendix 2) indicate that both of the web sites in our case provide number of ways for placing order. Customer can choose to buy and pay on-line, by telephone, or from physical ofces. These web sites provide facility to manage booking, which allows customers to cancel or refund a ticket or a product and request a seat online. Manchester United offers the possibility to exchange or sell a ticket on line. When a customer completes booking, conrmation e-mail is sent on the given e-mail address to provide assurance for booking. Regarding payment options, manutd.com accept credit cards (Visa, Master and American Express cards) however, Liverpool allows customers to pay by different cards (credit and debit cards). Manchester United is currently working towards expanding this capability. Fees and surcharges information is available on both web sites, which shows how much charges applied on purchasing of a ticket or a product. However, sales tax information is not available at the Liverpools site. Finally, the site of Manchester United provides ticket information in quite earlier stages rather than Liverpools, which gives this information in later stages. Regarding returning policy, both web sites allow customers to cancel or refund product online without any charge for 14 days and liverpoolfc.tv tickets for seven days. Retuning information of tickets and products is provided on both web sites in clear and concise text but still they need to provide complete money back guarantee. Regarding interactive service, the clubs use e-mail to stay in contact with customers, to inform them of any additional requirements about the services offered. If a visitor is unable to nd information by using questions then he/she can submit an e-mail in both sites. The web sites have self-service knowledge base of information that provides instant answers to FAQ. Information contained within it reects the type of questions customers ask on a daily basis but in the site of Manchester United is more comprehensive. Finally, both clubs provide sitemap on the web sites and interactive chat function. Both of the web sites clearly describe their web policy. Privacy policy of the club is declared on the web site. In order to ensure customers data safety, both clubs do not share user data to third parties Security policy is also given on both web sites, which explains how companies provide security to customers data with the implementation of security protocols. Finally, both sites provide annual reports and brochures on the web sites.

6. Discussion There are various factors that contribute to deliver a good online environment. The study indicates that the football clubs examined, design functional web sites. Most commonly, the web sites of football clubs use thumbnails because they show images of products. In regard to progressive rending, it allows text to download rst and images come after the text, which helps to increase page-loading speed. Furthermore, the avoidance of plug-in is also an effective strategy because the use of plug-in drives away the customers from the web site. In business content, web sites must provide sufcient information about the business in a clear and concise text where customer can easily purchase online. An effective strategy here is to provide contact information on each page because it is convenient for the customers to make a quick contact with the company. Furthermore, it is effective to match web site contents with the clubs needs, because it helps to meet specic business goals. In order to attract customers web sites should provide free services, frequently updated pages and a help section (Steme, 2000). Regarding to navigation efciency, customers must easily know from the main page what is available on the web site, so the clear links with the clear choice of words convey the message of what is the web site about. The study indicates that minimum number of links should be used to nd information. Furthermore, the study describes that multiple search options are used to targeting certain information. It is an effective way to clear whether the search facility refers to the whole site or one particular section. The extent, to which security is provided, helps to determine the strategic potential of the web site. A security protocol provides security to the customer data by sending the data in an encrypted form to the main database of the club. User can see an icon in the bottom of the browser, which helps to make the consumer feel safe. When the order has been placed web sites need to send a conrmation e-mail with information of order details. This procedure provides satisfaction to customer. In relation to customer focus, to gain trust of the customers, all the clubs practices must be disclosed on the web site. If a web site uses cookies, then this must be clearly declared (Trocchia and Swinder, 2003). Internet opens new ways of serving customers and the football clubs seem to be taking advantage of this. Additionally, internet provides the facility to interact with the customers in a way that cant be found in other channels. Online customer services offer the potential to reach the customer individually and provide individual solutions to their problems. In the online environment successful clubs are those who provide fundamentals of good customer services and not ashy web contents. Regarding the placing order, it is effective to send a conrmation e-mail after completing a booking process. It provides an immediate proof to the customers that the order has been placed. Order status is used in a web site design to inform about the stage of a shipping process in a customers order. Customers are satised when they know that the order has been shipped and will be delivered. In order to facilitate customers, web sites provide multiple options to purchase a product or a service and make the payments. An effective strategy is to provide multiple payment options, as it helps customers to select the most appropriate option for them. The web sites provide shipping and handling information about their products, in order to avoid negative impressions (Greenberg, 2004). Customers are willing to purchase a product or a service if they know that the product will return without any hassle. Therefore, all information about money back guarantee

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and returning methods must be described in clear and simple words. It must be accessible from the homepage to prevent the customer from any hassle. One of the sticky issues in e-commerce is privacy; the clubs must declare how they use customers collected data, increasing by this way customer satisfaction (Allen and Fjermestad, 2001). In relation to interactive services, web sites serve their customers efciently and consistently across the various channels available to them. Consumers in online environment demand immediate response to their problem, and easy interaction with the clubs representatives. Finally, customers demand personalized experience through communication channels and efcient interactive services that not only decreases the frustration, but also increases customer loyalty (Anton and Hoeck, 2002). 7. Conclusions The study indicates that the design of a web site needs to be viewed primarily as a business task, which is consistent with previous research, not a technical task. A recent and broader survey estimates that 70 percent of companies will ultimately fail (Giga, 2001). The Giga survey revealed that: companies generally underestimate the complexities of CRM, lack clear business objectives and tend to invest inadequately in the provision of CRM software. However, not all organizations are facing failure. A research conducted on the web sites of airline companies (British Airways and Singapore Airlines) by Khan and Shahzad (2005) revealed that airline companies implement e-CRM successfully. The web site design needs to be appropriate to the needs of the club and should focus supporting business goals. Managers need to increase web site self-problem solving functions. It helps to decrease customers interactivity with companys representatives. The contents match with the theory mostly. The web sites of the football clubs examined are match efcient in providing online services but they still need to provide complete shipping information. This study contributes to previous theory since it has investigated the use of internet in CRM. However, due to the lack of research concerning the e-CRM in the football sector this study needs further consideration by collecting data through interviews with CRM managers and fans. Furthermore, future research can extend this study under different conditions. For example, it can be conducted among football clubs from different countries (e.g. Italy and the UK) or geographical regions (e.g. a comparative study between American and European football clubs). Additionally, it can be extended between football clubs web sites that use e-CRM functions in contrast with those that do not use e-CRM functions. Finally, the same study can be conducted on a larger sample of web sites.
References Allen, E. and Fjermestad, J. (2001), E-commerce marketing strategies: an integrated framework and case analysis, Logistics Information Management, Vol. 12 No. 1, pp. 14-23. Anton, J. and Hoeck, M. (2002), E-Business Customer Service, The Anton Press, Santa Monica, CA. Blank, J. and Daniels, D. (2001), Analyzing customer drop-off rates: understanding why customers abandon shopping carts, Jupiter Communications, p. 1. Bull, C. (2003), Strategic issues in customer relationship management implementation, Business Process Management Journal, Vol. 9 No. 5, pp. 592-602. Collins, S. (1998), Doing Business on the Internet, Kogan Page, London.

Dyche, J. (2002), The CRM Handbook: A Business Guide to Customer Relationship Management, Addison-Wesley, Boston, MA. Gehkre, D. and Turban, E. (1999), Determinants of successful website design: relative importance and recommendations for effectiveness, Proceedings of the 32nd Hawaii International Conference on System Sciences, IEEE Computer Society, Los Alamitos, CA. Giga (2001), Seven out of ten CRM projects fail, Computing, Vol. 16, p. 27. Greenberg, P. (2001), CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, McGraw-Hill, Berkeley, CA. Greenberg, P. (2004), CRM at the Speed of Light: Essential Customer Strategies for the 21st Century, McGraw-Hill, Berkeley, CA. Hoffman, D. and Bateson, J. (1997), Essentials of Service Marketing, The Dryden Press, Fort Worth, TX. Janal, D.S. (1998), Online Marketing Handbook: How to Promote, Advertise, and Sell Your Products and Services on the Internet, Wiley, New York, NY. Julta, D., Bdorik, P. and Wang, Y. (2000), Developing internet e-commerce benchmark, Information Systems, Vol. 24 No. 6, pp. 475-93. Khan, M.A. and Shahzad, M.A. (2005), Managing customer relations on the internet, University, Lulea . Master thesis, Lulea Kotler, P. and Armstrong, G. (1996), Principles of Marketing, Prentice-Hall, Englewood Cliffs, NJ. Lawrence, D. (2001), Technology: friend or foe to customer relationships?, Marketing Management, Vol. 10-11 No. 4, p. 10. McRobb, S. and Rogerson, S. (2004), Are they really listening? An investigation into published online privacy policies at the beginning of the third millennium, Information Technology & People, Vol. 17 No. 4, pp. 442-61. Miles, M.B. and Huberman, M.A. (1994), Qualitative Data Analysis, 2nd ed., Sage, London. Newell, F. (2000), Loyalty.com: Customer Relationship Management in the new era of Internet Marketing, McGraw-Hill, New York, NY. Ody, P. (2000), The challenging task of building strong e-loyalty: customer relationship marketing, The Financial Times. Reichheld, F.F. (1996a), Learning from customer defections, Harvard Business Review, March-April, pp. 56-69. Reichheld, F.F. (1996b), The Loyalty Effect, Harvard Business School Press, Boston, MA. Steme, J. (2000), Customer Service on the Internet: Building Relationships, Increasing Loyalty, and Staying Competitive, Wiley, New York, NY. Swift, R.S. (2001), Accelerating Customer Relationships Using CRM and Relationship Technologies, Prentice-Hall, Englewood Cliffs, NJ. Trepper, C. (2000), Match your CRM tool to your business mode, Information Week, Vol. 15 No. 786. Trocchia, P.J. and Swinder, J. (2003), How do consumers internet retail service quality, Journal of Services Marketing, Vol. 17 No. 3, pp. 243-53. Vassilopoulou, K. and Keeling, K. (2000), Usability Measurement Tool Survey: Differences between Australia and UK, Manchester School of Management, UMIST, Manchester.

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Weigran, G. and Koth, H. (2000), Customer retention in on-line retail, Journal of Internet Banking and Commerce, Vol. 4 No. 1, available at: www.arrayolu.com/commerce/JIBC (accessed February 20, 2000). Yin, R.K. (1994), Case Study Research: Design and Methods, 2nd ed., Sage, Thousand Oaks, CA. Zemke, R. and Connelan, T. (2001), E-Service: 24 Ways to Keep Your Customers-When the Competition is Just a Click Away, Amacom, New York, NY. Further reading Cox, B. and Dale, G. (2002), Key quality factors in web site design and use: an examination, International Journal of Quality & Reliability Management, Vol. 19, pp. 862-88. Web Associates (2000), E-Everything Technology-Enabled Customer Relationship Management, The Ultimate Guide to the Efcient use of CRM, Web Associates, San Luis Obispo, CA.

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Appendix 1
Determinants of web site Page-loading speed Simple and meaningful graphics Use of animation or plug-in Use thumbnails Progressive rendering Text-only choice Security Use of security Copyrights Conrmation page after a purchase Business content Clear and concise text to describe business Contact information Simple background colors and textures Free services Regular changes to the site Limited registrations forms FAQs Under construction signs Navigation efciency Well-labeled, accurate links Use of frames Consistent navigation Effective search engine Use distinctive hot buttons Use long pages Use site maps Avoid links that open up new browsers Customer focus Be up front about business practices An auto responder Language options manutd.com Yes Limited Yes Yes No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes Yes No Subsequent Yes Yes Yes Yes Yes liverpoolfc.tv Yes Limited Yes Yes No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Limited Yes Yes Yes Long pages Yes No Yes Yes Yes

Table AI.

Appendix 2

Managing customer relations

manutd.com Yes Yes Yes Yes Yes No Yes Yes No Yes Yes Yes No Yes Yes Yes Yes Yes Yes Yes liverpoolfc.tv Yes Yes Yes Yes Yes No Yes No No Yes Yes Yes No Yes Yes Yes Yes Yes Yes Yes

Customer service components Placing order Number of order method Order status Conrmation of product order by e-mail Payment option Number of credit card accepted Ofine payments Pay later Shipping information Shipping and handling information Sales and tax information Returns Money back guarantee Convenient returning information Returning methods Interactive service E-mail Toll-fee number Interactive chat function FAQ Site map Shopping help site Web policy Privacy Security policy Company information

243

Table AII.

Corresponding author Thanos Kriemadis can be contacted at: thanosk@uop.gr

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