Comparative study of customer relationship management (CRM) and electronic customer relationship management (E-CRM)

Abstract

Customer Relationship Management can have great help to different companies of different sizes as it offers direct relation with the efficient in organizing, disseminating, and establishing values. The current study is the investigation into and comparison of Customer Relationship Management (CRM) and Electronic Customer Relationship Management (E-CRM). The study also aims to compare CRM and ECRM. The study also aims at showing to what extent building good relationships with the customer is of great role to companies. The study reviewed the recent articles published in the international databases. No exclusion criteria were made according to the country or location of the study. It views profit from another perspective as it focuses on establishing good relationships with the customers and clients as it is a better window to create customer retention and loyalty and thus lead to profits is seen and treated from the customers and client's retention and loyalty point of view to assure customers and clients loyalty and retention, the study follows customer orientation approach.

Tecnología y Enfoque a Clientes de Valor como Estrategias del CRM

“…En segundo lugar, el CRM es enfocado como un proceso multifuncional de conocimientos y habilidades para atraer y retener clientes selectos, mediante la entrega del valor superior con eficiencia y eficacia (Palazzo, et al, 2021;Sakunthala, 2021;Rosalina et al, 2019;Yonggui y Hui, 2012). En tercer lugar, el CRM es entendido como sistema de información, tecnología y base de datos que facilita la adaptación del servicio a las necesidades de cada cliente (Eltahir, et al, 2021;Hikmawati, 2020;Sofi, et al, 2020).…”

“…Si bien existe amplia literatura sobre estudios cuantitativos de Customer Relationship Management (CRM) (Batista, et al, 2020;Cárdenas y Sanca, 2020;Eltahir et al, 2021;Khanh et al, 2021;Nguyen, 2021;Pascual-Fernández et al, 2021;Rashwan et al, 2019;Sánchez y Ramos, 2019), lo cierto es que todavía son escasas las investigaciones, con enfoque cualitativo, que permitan ahondar en mecanismos sobre lo que se sostiene las decisiones ejecutivas respecto a formas de gestionar y retener clientes en pymes hoteleras. En esta línea, se evidencia estudios representativos que señalan la valoración que hoy tienen los canales digitales, como escenarios privilegiados en la construcción de relaciones y retención de clientes (Arshi, 2021;Guerola et al, 2020;Mercado et al, 2019).…”

E-satisfaction as a mediator between consumer loyalty and E-CRM: The context of Lebanese e-commerce

“…Customer relationship management is adopting a technological approach. E-CRM follows a consumer-oriented tactic [30]. It reorganizes organizational strategies around customers.…”

The Effect of E-CRM on Customer Delight “An Applied Study on Mobile Telecommunication Companies in Mansoura City”

“…The business environment has rapidly changed as a result of advances in ICTs (Liu et al, 2012). This led to moving CRM to E-CRM to support this requirement (Eltahir et al, 2021;Hendriyani & Raharja, 2018). E-CRM is nothing more than managing long-term relationships with its customers using both traditional and web technologies (Al-Dmour et al, 2019).…”