Volume : 3, Issue : 2, February - 2014

A Study on The Impact of Ecrm on E–Commerce

Dr. M. Sree Sakthivelan

Abstract :

e-CRM is a combination of IT sector but also the key strategy to electronic commerce. e-CRM is a combination of software, hardware, application and management commitment. Aim of e-CRM system is to improve customer service, develop a relationship and retain valuable customers. e-CRM is a concern for many organizations especially banking sector. Despite the vital role of eCRM for e-commerce success, its deployment frequently fails or it does not always deliver the expected results. The purpose of this study is to gain a better understanding of e-CRM to customers and organization in online industry. Researchers have shown that CRM implementation can provide better customer service, as well as improvement and management of customer expectations and loyalty. Our finding indicates that with the implementation of e-CRM and the latest technologies have ensured enhanced response from customers. e-CRM facilitates the organizations to provide one to one services and also maintain the transaction security of the customers. In this vein, also this study investigates the impact of eCRM on e-business website service quality. To achieve that, first the concept of eCRM is analysed and then, a customer-centric eCRM model that directly identifies eCRM impact on e-services is proposed and used for measuring eCRM practices. Later, a literature review synthesizes the concept and dimensions of website service quality providing a scale of website service quality measurement. Finally, the limitations of the study and directions for future research are discussed.