B2B and B2C context

2.5.1. E-commerce

Researchers believe that e-commerce on the internet goes beyond simply buying and selling electronically as it involves a wide variety of pre- and post-sales activities, such as advertising, maintaining business relationships, and enhancing business communication (Zwass, 1996). Based on the parties involved in the business transaction, ecommerce can be divided into:

• B2C: the sale of products and services to individuals.

• B2B: the buying and selling of products and services among businesses.

In this paper, we focus on B2B, which has become an increasingly important topic for both researchers and practitioners (Teo and Ranganathan, 2004).

2.5.2. B2B and B2C similarity

There are some similarity aspects (Seybold, 2002):

• Marketing information. Marketing information should include customer value, customer profitability, the segments to which a customer belongs, and scores and indicators for loyalty, satisfaction, recency, frequency, and wallet share, it should also include a history of all the campaign offers that you've made to the customer and the customer's responses to those offers.

• Sales information. Sales information should include the quotes and proposals that you've made to customers and the orders that your customers have placed with you. It should include complete quote, proposal, and order histories, all quote, proposal, and order details (as you represent them), and an indication of the touch point with relevant touch point information.

• Service information. Service information represents your customers' requests and your responses for product support and service, order management actions such as returns and complaints, and customer management actions such as identification information changes. This information should include outstanding requests and their priority, the histories and details of these interactions, the

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