期刊名称：Informing Science: The International Journal of an Emerging Transdiscipline
印刷版ISSN：1547-9684
电子版ISSN：1521-4672
出版年度：2009
卷号：12
页码：105-105
出版社：Informing Science Institute
摘要：The number of Internet purchases continues to increase, making customer relationship management
even more critical in today’s Internet marketplace. Keeping existing customers satisfied is
much more cost effective than acquiring new customers. However, the Internet has been plagued
by inaccurate color representation since the advent of e-commerce. Color inaccuracy has many
negative consequences, the most important of which is customer defections. This paper communicates
the findings of a survey conducted to assess consumer opinions about Internet purchases.
Results indicate that consumers are aware of color inaccuracies and that their reactions will negatively
impact the marketer. Over 55% of the consumers surveyed indicate that they will not make
future purchases from an online merchant that delivered an item in a color that did not match their
expectations. With customer retention being one of the goals of customer relationship management,
it is apparent that this issue must be acknowledged and acted upon.
