The Effect of E-CRM on Customer Satisfaction: An Empirical Study of Online Shopping

Amita S. Sannaki, Dr. S. R. Ganesh

Abstract: The emergence of electronic Customer Relationship Management (e - CRM) systems marks a significant advancement in the field of marketing, emphasizing the development and maintenance of long - term customer relationships. In today?s digital marketplace, customer acquisition and retention are critical for sustaining competitiveness, making the implementation of e - CRM strategies imperative. This study examines the impact of e - CRM strategies on customer satisfaction in the context of online shopping. Based on an analysis of data from 150 respondents, the findings confirm that convenience, trust, and security play a pivotal role in shaping customer satisfaction. The study offers valuable insights for managers and marketers seeking to implement e - CRM strategies that effectively align with evolving consumer expectations. The findings underscore the necessity for organizations to prioritize usability principles and proactively address user resistance to fully leverage the benefits of e - CRM implementations.

Keywords: Customer, Management, E - CRM, Trust, Security, Convenience, and Market.