I would like to share this paper by Liz Lee-Kelley, David Gilbert, and Robin Mannicom from the Surrey European Management School, University of Surrey, Guildford, Surrey, UK about their findings on the role played by e-CRM in customer loyalty.
The authors define e-CRM as the marketing activities, tools, and techniques delivered over the Internet with a specific aim to locate, build and improve long-term customer relationships to enhance their individual potential.
Their study found that e-CRM can directly improve loyalty of the Internet customers. They conclude that security and trust as well as service-quality attributes (speed and convenience) could be incorporated into the e-retailer’s e-CRM strategy. They also recommend that by careful structuring an e-CRM strategy, and its integration into the basis of the business strategy and operations, an Internet-based retailer should then have a better understanding of their online customers to create and maintain a two-way relationship to improve customer longevity.
Read the article: How e-CRM can enhance customer loyalty