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

Bashar Shahir Ahmed, Mohammed Larbi Ben Maati and Badreddine Al Mohajir
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Bashar Shahir Ahmed: LIROSA Laboratory, Faculty of Science, Tetouan, Morocco
Mohammed Larbi Ben Maati: LIROSA Laboratory, Faculty of Science, Tetouan, Morocco
Badreddine Al Mohajir: LIROSA Laboratory, Faculty of Science, Tetouan, Morocco

International Journal of Business Intelligence Research (IJBIR), 2015, vol. 6, issue 1, 1-10

Abstract: 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.

Date: 2015
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