Moderating Role of Web Digital in Customer Solution

This paper presented analogous Web-based hybrid knowledge system, called Web Digital, is actively emerging and playing an important role in nowadays e-marketing strategy, especially in customer solution area. According to previous research that divided the customer solution to four main part: require define, customize and integration, deployment and post deployment support, which is a necessary four factors to sustaining a long term business relationship between buyer and sell. However, it faces several difficulties to realize a good customer solution in practice. Web Digital’s easy to communicate with other unit, real time and such outstanding characteristics made each facet of customer solution operate in an effective and efficient way respectively, which means it plays a moderating role between customer solution and long term relationship between buyer and seller. In the end, this paper derived a set of propositions and examples from business marketers are discussed, managerial implications are highlighted. The most contribution of this paper is a theory construction from grounded field observations. Keywords— Customer solution, Long term relationship, Moderating role, Web Digital,