BMM6582 E-Business & E-Marketing: Consumer Relationship Management

This report provides an overview of consumer relationship management (CRM) within the context of e-business and e-marketing, focusing on how organizations build and improve relationships with consumers through CRM theories and models. It highlights the importance of CRM in achieving ...Read More

BMM6582 E-BUSINESS AND E-MARKETING

Table of Contents
 INTRODUCTION
 MAIN BODY
 List of research
 Key issues and gaps in literature
 Plans for second part of assessment
 CONCLUSION
 REFERENCES

INTRODUCTION
 Consumer relationship management is defined as combination of strategies, practices, actions and approaches,
which a customer relationship manager and their team is accountable to conduct into practical manner.
 Each activity and practice related to this term put positive impact on companies growth and success level in the
world of business, where competitive level is increasing rapidly and driving attention of firms, toward development
of effective CRM tactics.
 Consumer relationship management practice has changed over the years in varied terms, as it has managed via
advanced technologies, which play important role in ventures success, recently.
 It can bring a lot of values to the companies, in term of building wide consumer base, which is quite difficult for the
organizations and their management to do so.
 The current presentation will be based on e-Bay and Argos, which falls under the category of leading organizations
in the UK.
 The study will highlight the IDIC and other consumer relationship management models as well as theories.

List of research
 According to, Guerola-Navarro and et.al., (2022) customer relationship management is one
of the most essential operations in the corporate world, regarding which leaders and
managers focused on strategically. In the recent time, there are several ways organizations
adopt for purpose of increasing and improving their ventures relation with target market,
which lead to increase sales and profits more than last few years or months. Khan and et.al.,
(2022) defines that consumer relationship management can help to enhance consumer
service standard as it drives the managers' attention toward adopting and developing
techniques that create the best service people can utilize for purpose of meeting needs and
requirements. It helps to achieve the strategic aims and objectives of ventures, either small or
large, public or private, which is not that easy to do that recently.

Key issues and gaps in literature
 Lack of strategies applied in the context of
consumer relationship management and poor
technologies are the key issues that have found
about the topic, which affect negatively upon
organizational success and progress in the
business world.

Plans for second part of assessment
 The second part of assessment will include certain key points such as topic overview,
literature review based on chosen topic and analytical review as well, to answer the
study question, based on E-Bay and Argos.
 Earlier, number of research has been conducted regarding chosen topic and literature
review has been prepared, but still there are few points has not been covered.
 For example, the current literature gaps is implementation of technology and specific
strategies, along with clear suggestions based on issues regarding customer relationship
management, which is important for the researchers to highlight.

CONCLUSION
 On the basis of above discussion, it has been summarized that organizations has build
and improved relationship with consumers effectively, by following the concept and
stages of CRM theories and models.
 It has been identified that companies has achieved strategic aims and objectives by
developing effective plans and strategies of consumer relationship management.
 Furthermore, from above study, it has been concluded that strategies' implementation
has improved consumer relation with brands, which increase their retention rate, more
than the management expectations.

REFERENCES
 Guerola-Navarro, V and et.al., 2022. Customer relationship management and its impact
on entrepreneurial marketing: a literature review. International Entrepreneurship and
Management Journal. pp.1-41.
 Khan, R. U and et.al., 2022. The impact of customer relationship management and
company reputation on customer loyalty: The mediating role of customer satisfaction.
Journal of Relationship Marketing. 21(1). pp.1-26.