Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


E-Crm Influence towards Customer Satisfaction and Loyalty: An Empirical Survey on Mobile Phone Consumers

Author(s): Vamsi Krishna Burra, Gurram Ramakrishna, Murthy BGK, SK., Shareef J, Padmalatha PSV and SubbaRao MV

An E-CRM is a word that describes how organisations and their consumers can connect with each other via the Internet or the web in order to streamline the deployment of CRM. It is possible for businesses to boost customer satisfaction and loyalty by using E-CRM, for example. E-CRM capabilities are also crucial for the management of online connections with customers. Concrete website functionality and tools are terms used to describe these elements, which are critical to the customization, personalization, and consumer interaction processes. This study contributes to our understanding in numerous ways. E-CRM features are shown to have a significant impact on online consumer loyalty at all phases of the purchasing process, leading to long-term customer relationships. As a result of this research, mobile phone providers in India should implement E-CRM programmes into their customer loyalty programmes

Get the App