Examination of the Impact of Customer Relationship Management and Electronic Customer Relationship Management on Customer Loyalty and Satisfaction

International Conference on Marketing and Retailing, 2022

11 Pages Posted: 13 Sep 2022

Date Written: 2022

Abstract

Because of the widespread upheaval that followed the industrial revolution in the business world, relationship marketing has received a lot of attention in the previous decade as a means to improve the mutually beneficial cooperation between a vendor and their clientele. Organizations have embraced customer relationship management as an important means of trend identification because of the positive effect customer satisfaction and loyalty have on bottom-line profits. But developments in technology have put businesses in a position where competition is fierce. As a result, managers in the fields of CRM and E-CRM are gaining a deeper grasp of customer service thanks to an increase in the number of evaluations and discoveries of relevant knowledge. Companies have shifted from CRM (Customer Relationship Management) to e-CRM (electronic Customer Relationship Management) as a result of the rise of new technologies and the ongoing shift in consumers' wants and demands, but some businesses still employ CRM. Since the success of a firm today is increasingly determined by its ability to meet and even outperform its competitors, relationship marketing has emerged as a crucial factor in this context. CRM is a powerful tool for relationship marketing. This paper's presentation and model assessment of CRM has thus been geared toward that end, with the ultimate goal of boosting customer happiness and loyalty.

Keywords: E-CRM, Customer Loyalty, and Customer Satisfaction

Suggested Citation

Bhenamesh, Setare and Panahi, Padis, Examination of the Impact of Customer Relationship Management and Electronic Customer Relationship Management on Customer Loyalty and Satisfaction (2022). International Conference on Marketing and Retailing, 2022, Available at SSRN: https://ssrn.com/abstract=4213932 or http://dx.doi.org/10.2139/ssrn.4213932

Setare Bhenamesh (Contact Author)

University of Zanjan ( email )

Zanajn - Iran
Zanajn
Iran

Padis Panahi

University of Zanjan

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