Improve Intelligence of E-CRM Applications and Customer Behavior in Online Shopping

Improve Intelligence of E-CRM Applications and Customer Behavior in Online Shopping

Bashar Shahir Ahmed (LIROSA Laboratory, Faculty of Science, Tetouan, Morocco), Mohammed Larbi Ben Maati (LIROSA Laboratory, Faculty of Science, Tetouan, Morocco) and Badreddine Al Mohajir (LIROSA Laboratory, Faculty of Science, Tetouan, Morocco)
Copyright: © 2015 |Pages: 10
DOI: 10.4018/IJBIR.2015010101


The advent of internet has led to the application of electronic services in enhancing the customer relationship management. E-CRM integrates IT in internal organization in executing the marketing strategies. The current issue facing the E-CRM is determining the number of customers that are responsive to the e-commerce application. Furthermore, a huge number of customers are continuously becoming frustrated when using the E-CRM application. The application, thus becomes redundant making it difficult in meeting the set targets of customer service. The purposive study thus seeks to understand the customer responsiveness to e-CRM. The intelligence of online shopping using E-CRM cannot be underestimated. The research study made use of both qualitative and quantitative methodologies in coming up with the necessary data. Qualitative approach examined the overall effectiveness of E-CRM in influencing positive customer relationships.
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Conceptual Framework

In the present modernized world, E-CRM is a top priority for most business oriented organizations yet there are very many non-clear issues regarding its effectiveness and role in the company setting. Through the use of business intelligent applications like OLAP (online analytical processing server), companies can predict future business performances and prepare with respect to the different conditions. As a means of understanding the above ambiguities, we should view CRM from a strategic and systematic perspective (Adebanjo, 2003). A conceptual framework (Figure 1), in this case, includes all functions affecting customer interaction using the E-CRM applications and relevant areas that require flexibility. The flexible changes are essential to the marketing department since they act as a managerial, strategic approach. This framework and porter value chain is similar since it entails primary and supportive activities with the integrating factor being the E-CRM application. Through its marketing activities, the company acquires customers. Customer retention through E-CRM is essential as it helps in customer retention that later leads to customer expansion and an efficient, competitive edge. With supportive activities like channel, integration and information management E-CRM is used strategically (Kamiloglu & Zarali, 2009). The conceptual framework in Appendix 1 integrates the three essential components that are important in improving the intelligence of E-CRM and customer behavior in online shopping. The three basic components are:

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