Title: Integration of customer relationship management in e-commerce

Authors: K.V. Manjunath; Madhuvaishnavi Thyagaraj; N. Shivaraj Shreya; K. Sridahar Inchara; Seema B. Hegde

Addresses: Department of Industrial Engineering and Management, Siddaganga Institute of Technology, Tumkur, 572103, India ' Department of Industrial Engineering and Management, Siddaganga Institute of Technology, Tumkur, 572103, India ' Department of Industrial Engineering and Management, Siddaganga Institute of Technology, Tumkur, 572103, India ' Department of Industrial Engineering and Management, Siddaganga Institute of Technology, Tumkur, 572103, India ' Department of Computer Science and Engineering, Global Academy of Technology, Bengaluru-98, India

Abstract: In the contemporary digital landscape, the interconnection between e-commerce and customer relationship management (CRM) is unmistakable. Both are intricately linked by their shared focus on managing customer interactions and elevating customer satisfaction. Emphasising data analysis and technology tools, they collectively aim to enhance the overall customer experience and propel business growth. In the modern business environment, the synergy between CRM and marketing stands as an indispensable element for success. Together, they play a pivotal role in comprehending customer behaviour and preferences. This study delves into the impact of e-commerce and CRM on customer loyalty, specifically examining how to adept utilisation of CRM tools can contribute to heightened customer retention and increased repeat purchases in the realm of online business along with a real-life case study. Through the analysis of customer data and the strategic use of CRM tools, businesses can glean valuable insights into customer preferences and behaviour.

Keywords: customer relationship management; CRM; e-commerce; B2B; B2C; C2C; omni-channel; AI; IoT; chatbots.

DOI: 10.1504/IJECRM.2025.145713

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.1/2, pp.24 - 39

Received: 04 Feb 2024
Accepted: 10 Sep 2024
Published online: 16 Apr 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article