Implementing Polyinstantiation as a Strategy for Electronic Commerce Customer Relationship Management

Nenad Juki´c, Boris Juki´c, Laurie A. Meamber, and George Nezlek
International Journal of Electronic Commerce,
Volume 7, Number 2, Fall 2002, pp. 9.

Abstract: Polyinstantiation is the situation where multiple records sharing the same identifier value occur in one table. Multi-level secure (MLS) data models manage and utilize polyinstantiation to provide a secure way of handling classified information. Customer Relationship Management (CRM) systems for e-business can leverage the strategy of managed polyinstantiation by implementing MLS technology to coordinate B2C interactions in order to build long-term loyalty. This approach can be used to address some of the challenges faced by providers and adopters of e-business CRM technology solutions. A pilot study evaluated polyinstantiated information-presentation strategy as a means of enhancing relationships between e-businesses and their customers. The results support the idea that customers perceive the benefits of their special customer status as a function of how the relevant data are presented.

Key Words and Phrases
: Customer behavior, Customer Relationship Management (CRM), e-commerce CRM, information presentation, market segmentation, multi-level secure (MLS) data model, polyinstantiation.