Outsourcing von CRM-Teilprozessen an Betreiber von Internetmarktplätzen: Möglichkeiten und Vorteile für Anbieter und Betreiber

Abstract

Several empirical studies show that fee-based usage models are at present the main source of income for providers of internet marketplaces. But as a result of severe competition as well as insufficient transaction volumes and frequencies, the providers often do not achieve their business objectives. This article describes the current situation of internet marketplaces and discusses options to increase their usage and transaction volumes and frequencies. In particular, the article shows how providers can support CRM activities of sell-side suppliers and presents two examples for the outsourcing of CRM processes to the provider of a marketplace. Finally, the authors discuss pros and cons of outsourcing of CRM processes.