Impact of E-CRM Implementation, Customer Experience, and Customer Loyalty in E-Commerce: Literature Review

Abstract

Exponential advances in information and communication technology (ICT) have spawned electronic customer relationship management (E-CRM). E-CRM incorporates the use of the Internet for all customer relationship management tasks. E-CRM aims to improve the effectiveness of businesses in establishing and managing customer connections, boosting customer service, and retaining customers in order to boost their profitability. The purpose of this article is to undertake a literature study, within the context of e-commerce, on the relationship between ECRM, customer experience, and customer loyalty. The literature published between 2012 and 2021 was analyzed to determine the connection between these characteristics. Although there is a substantial and positive link between the three factors, the relationship between E-CRM, customer experience, and customer loyalty has not been well explored in the current literature, as demonstrated by the summary of the findings. Academics, researchers, and practitioners can use this document as a jumping-off point to learn more about the majority of the study topics and methods utilized in the E-CRM analysis, as well as how they affect customer perspectives.