A conceptual model for interactivity, complaint and expectation for CRM

Interactivity is crucial for Customer Relationship Management (CRM). Shifting the level of interactivity may transform dysfunctional CRM and marketing systems to a more effective formula and create a lasting relationship between customers and the company. In this paper we explore various aspects of interactivity such as modes, means and mediums of interactivity and their relationship with complaint and expectation. We propose two hypotheses to quantitatively formalize the relationships. We briefly discuss the managerial implications. In our future work, rigorous statistical analysis will be carried out to validate our hypotheses.