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

Author

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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)

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.

Suggested Citation

  • Bashar Shahir Ahmed & Mohammed Larbi Ben Maati & Badreddine Al Mohajir, 2015. "Improve Intelligence of E-CRM Applications and Customer Behavior in Online Shopping," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 6(1), pages 1-10, January.
    • Handle: RePEc:igg:jbir00:v:6:y:2015:i:1:p:1-10
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