When Use E-Mail to Communicate With Customer? a Relational Perspective

Customer contact people use of e-mail as the primary media in their communication with customers is a controversial issue. Advocates believe that e-mail overcomes the time and geographic constraints and enhances the responsiveness to customers, whereas opponents are concerned about the potential miscommunication introduced by e-mail. Given this controversy, an important research question is: If, and when, should customer contact people use e-mail to communicate with their customers?


Jun (Jack) Xu and Barton Weitz (2011) ,"When Use E-Mail to Communicate With Customer? a Relational Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 120-122.


Jun (Jack) Xu, DePaul University, USA
Barton Weitz, University of Florida, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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