Role of E-CRM (Electronic CRM) in Customer Satisfaction and Retention: An Empirical Study of Retail Organisations

Abstract

Customer satisfaction and retention are essential for the long-term success of any retail organization, and the rise of ‘Electronic Customer Relationship Management (E-CRM)’ has revolutionized how businesses achieve these goals. E-CRM makes use of digital tools, such as websites, emails, and social media, to improve customer interactions, collect valuable data, and deliver personalized services. In the retail sector, where competition is fierce, E-CRM gives businesses a competitive edge by facilitating efficient communication, seamless service delivery, and timely engagement with customers. The paper highlights how E-CRM not only helps retain existing customers but also attracts new ones by using data to target potential buyers. E-CRM’s role extends beyond customer retention and contributes to customer acquisition through personalized outreach and improved customer experiences. As businesses increasingly rely on digital interactions, investing in E-CRM systems that integrate advanced technologies, such as artificial intelligence, will be the determinant for staying competitive in the digital marketplace and ensuring long-term profitability and growth. A sample of 249 was collected from people working in retail sector organization. The factors that identify the Role of E-CRM in Customer Satisfaction and Retention are Personalized Customer Interactions, Customer Retention Strategies, Improved Customer Communication, and Cost-Effective Relationship Management.