Analyzing E-Commerce's Role in Customer Relationship Management

This research project investigates the impact of E-Commerce on Customer Relationship Management (CRM), focusing on the B&M company. The study explores the meaning and concept of E-Commerce, its relationship with digital technology, and its significance in CRM. The methodology includes a literature review and analysis of primary data collected through questionnaires. Findings reveal that E-Commerce significantly enhances CRM, offering convenience and driving sales growth. The discussion section interprets the results, highlighting the benefits of CRM for organizational growth, the importance of E-Commerce in gaining a competitive advantage, and the positive impact of CRM on customer loyalty. The report concludes with recommendations for implementing well-structured E-Commerce strategies for CRM, aiming to improve customer service, enhance customer care, and optimize various business areas. The research underscores the importance of E-Commerce in managing customer relationships, increasing sales and revenue, and fostering customer loyalty within the retail sector. The analysis also includes a timeline, research questions, and a detailed discussion of the findings.

Research Project

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
Background of the study..................................................................................................................1
Introduction .....................................................................................................................................1
Research Questions..........................................................................................................................2
Research Timeline...........................................................................................................................3
Literature Review.............................................................................................................................4
METHODOLOGY..........................................................................................................................7
RESULTS/FINDINGS .................................................................................................................14
DISCUSSION ...............................................................................................................................24
CONCLUSION .............................................................................................................................28
RECOMMENDATIONS...............................................................................................................30
APPENDIX 1:................................................................................................................................31
REFERENCES..............................................................................................................................34
.......................................................................................................................................................36

EXECUTIVE SUMMARY
Main purpose of preparing this project was to analyse significance of E-Commerce in
customer relationship management in context to B&M company. With the help of this tool
business entity can get a better opportunity to provide services and products to the customers.
There are different research methods such as qualitative, quantitative and data collection tool like
primary, secondary are undertaken for completion of this project. All these are important part for
the researcher to evaluate accurate response of the customers about the e-commerce in the
customer relationship management. E-commerce has revolved across enterprises which means
conducting all activities with the usage of internet. Therefore, it was essential for company to
apply such technology as more and more clients are making payments and buying products
electronically. One of the sector which has been affected more digitalisation is retail sector as
entire departments are interconnect to each other and execute activities in an effective and
efficient manner.
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Introduction
Background of the study
Digitalisation has helped businesses in getting over new insights of operating business
activities and as such, success is achieved in effective way. The opportunities provided by digital
technology had been wonderful for the organisation in carrying out operations in the best
possible manner and ensuring goals are accomplished with much ease. It is viable for firm as
several benefits have been imparted such as improvement in business processes, deploying
effective business models etc. In according to the study, nearly 91 % of employees' wants
changing processes to digitised way so that work may be streamlined quite effectually. In
relation to this, E-commerce has revolved around organisation which means conducting activities
through usage of internet basically on electronic network (Bharadwaj, El Sawy, Pavlou and
Venkatraman, 2013). Thus, it is important for business to implement such technology as more
and more customers are making payments and purchasing goods electronically. One of the
industry that is retail is much influenced by digital technology as all departments are interlinked
to each other and perform activities. Present study is based on B&M Company which is engaged
in retail business and sells quality goods to customers. In relation to organisation, importance of
E-commerce on firm will be highlighted in the research and as such, various objectives and aim
will be formulated to gain clear understanding of research.
Digital technology was more essential and useful part which was applied by the each and
every organisation with aim to maximise their turnover and sales within predetermined period of
time. Beside this, E-Commerce was significant tool of digitalisation which was followed by the
B&M company in order to improve customer relationship management approaches (Rekik,
Kallel and Alimi, 2016). A CRM solution for e-commerce companies supports in tacking
behaviour and communications of customers, storing information, determining high-value and
developing targeted campaigns. Thus, it was the key to set up loyal and long-term clients
relationships and overcome entire challenges by integrating the core customer centric activities
(Bach, 2014). Main purpose and objectives of this project is to identify the importance of e-
commerce technique in CRM. Thus, it was an effective approach to manage a businesses
interaction with actual and possible customers. It uses data evaluation regarding customers'
history with an organisation to enhance relationships between the company and customers,
generally emphasizing on customer retention and finally driving sales growth. Thus, CRM and

E-commerce both are important and significant aspects for the development and growth of the
enterprise.
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Main reasons behind choosing E-commerce tool as a part of research project was to
analysis importance of the techniques in customer relationship management (E-Commerce,
2018). E-commerce is more essential and important part for the organisation to provide all
details about their products or services to the customers. It is also essential for the researcher to
collect information about the importance of E-commerce in customer relationship management.
(Ballings and Van den Poel, 2015).
Aim: To analyse significance of E-commerce in CRM (Customer Relationship Management) in
context to B&M Company
Objectives:
 To analyse meaning and concept of E-commerce driving success for business
 To assess relationship between CRM and E-commerce on B&M Company
 To assess significance of E-commerce in CRM
 To recommend and implement well-structured strategies of E-commerce for CRM
Research Questions
 What is the meaning and concept of the term E-commerce initiated as unfolding digital
technology?
 What relationship exists between E-commerce and digital technology on B&M
Company
 What is the significance of E-commerce in CRM for organisation?
Rationale
The rational behind taking this research is to provide useful insight of digital technology
that is providing business a way to achieve stated objectives in the best possible manner. For
effectively reaching to end of the research, retail sector is being studied thoroughly. The benefits
carried out by the research is that I'm able to assess kinds of modern digitised technologies which
are directly benefiting firm. Books, journals, literature and published articles are taken into
account for extracting information regarding secondary research quite effectively.
Research Timeline
The plan will be taken by researcher to accomplish study within 20 weeks-
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Activities /
weeks
1 2 3 4 5 6 7 9 1
0
11 1
2
13 1
4
15 1
6
17 1
9
20
Research
proposal
Aim and
objectives of
research
Conducting
Literature
Review
Selecting
methods of
research
Questionnaire
s and
interview
results
Arranging
data in proper
format
Conducting
Data analysis
Conclusion of
research
Providing
Recommendat
ions
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Accomplishin
g project
entirely
Feedback
Finally
submitting
project
Literature Review
It is formulated to analyse impact of E-commerce on the business. Moreover, methods
have been deployed for implicating E-commerce for initiating processes or organisation.
Meaning and concept of E-commerce as unfolding technology
E-commerce is helping organisation in achieving goals in effective way. According to
Brinkmann (2014), various retailers are present in the industry which are accelerating growth of
business by deploying digitalised technology for attaining profits in the best possible manner.
Digital experiences are provided to customers which are achievable because of transforming
normal business operations in streamlined process by using digital techniques. Orders are made
by consumers and as such, they are based on digitalisation which helps to manage business
process by effectively handling orders with much ease. As per the views of Buckingham (2013),
E-commerce is buying and selling goods on the internet and helping firm to raise marketing of
goods and services and as such, business is able to sell off items and services by using electronic
network in effectual manner. The transactions are made by utilising digitalised technology and as
such, commodities are sold quite effectively.
As per the views of Fichman, Dos Santos and Zheng (2014), E-commerce is useful as it
imparts two benefits such as cost-effective goods and availability of large quantum of goods. In
relation to this, B&M Company has been continuously updating its techniques and achieving
new insights and success is accomplished by implementing modern technology in the business. It
is enhancing relationship with customers by initiating marketing and promoting goods.
According to Fitzgerald, Kruschwitz, Bonnet and Welch (2014), applications and E-commerce
websites are increasing day-by-day which are helping to inject sales by selling goods
electronically. Modern technology is benefiting organisation by imparting diversified channels
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such as E-commerce, E-marketing and related channels for garnering sales with much ease. The
way of doing business is also transformed by firm and as such, it is adopting new and efficient
methods and channels to enhance its customers' base and attaining revenue quite easily. Delivery
of goods are also getting faster because E-commerce solutions are helping organisation to
accomplish new orders and garnering profits.
Relationship between CRM and E-commerce
As per the views of Haight, Quan-Haase and Corbett, (2014), E-commerce has made
drastic change in the retail sector and providing new insights to business and helping in
accomplishing stated goals and objectives. E-commerce is useful for organisation as goods are
sold through use of internet, thereby saving costs of operating physical stores quite easily.
Neuman (2013), says that revenue has been increasing up to a high extent for the business as it is
adopting digital technology and to build brand identity in front of customers with much ease.
CRM is broad term which is essential modern business activity helping organisation to enhance
sales and maximising brand value by effectively maintaining relationship with new and potential
customers leading to broaden customer base.
However, Pagani (2013) says that business was benefited by E-commerce through virtual
selling but it had inculcated certain bad consequences and viewpoints by customers. It is evident
from the fact that customers were not at all happy with virtual shopping experiences due to
longer traffic found on websites leading to crashing, more time required to deliver products are
some of the main consequences of E-commerce leading to decline. The retailers are competing
with one another leading to decreased profits as new tactics are adopted by organisation leading
to more costs to garner customers in effective way. The online platform is used by implementing
extra customer support services for resolving queries of consumers, imparting hefty discounts
adding to overall costs and thereby reducing profits. However, customers prefer online shopping
as it saves time for purchasing goods and as such, firm gets benefit out of the same.
Significance of E-commerce in CRM
As per the views of Lewis (2015), E-commerce has changed way of doing business and
as such, organisation is required that modern technique should be implemented to get desired
results in the best possible manner. B&M Company is also under pressure to effectively use such
technology so that goods may be differentiated from that of rivals and as a result, sales may be
injected quite effectually. In order to accomplish this, proper and adequate research needs to be
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conducted, competitors' analysis need to be made and solutions of E-commerce are needed as
well. This technology is benefiting organisation to drive towards success and good quantum of
profits are attained quite effectually. The retail sector is attaining sales and injecting overall
growth of country. According to Miller (2012), CRM will be improved because of
implementation of E-commerce helping to strive for strengthening and maintaining relationship
with customers in effective way. Moreover, it is helping to retain dedicated and hard working
employees with much ease.
In opinion of Smith and Wynne, (2017), E-commerce is helping organisation which were
accomplishing daily activities as per traditional methods incurring more costs and lesser benefits.
For retail organisation, it is required that it should provide user friendly experience on the
websites and helping customers' to buy goods by staying at their homes. B&M Company should
provide 24 hours service to customers to enhance their shopping experiences. Moreover, E-
commerce allows effectively to expand business operations of firm. Furthermore, applications
and websites are required to provide better user experience to customers. Thus, E-commerce has
been helping in maintaining relationship with consumers in effective way so that overall
customers may be satisfied and increased profits are attained by company.
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METHODOLOGY
Research methodology is a process used to gather relevant data and information for the
motive of making business decisions in an accurate manner. This methodology may cover
publication research, survey, interviews and many other research tools. All these are useful
aspects which is applied by the researcher in order to collect appropriate information and provide
this data to the company. So business is able to deal with difficult situation and achieve better
outcomes easily. In order to complete research methodology, research needs some approaches or
technique's which are determined as under :
Research design:The entire project is mainly relay on the research design which is
applied by the investigator for analysing the main impact. There are mainly three kind of
research design including descriptive, experimental and exploratory (Chaffey, 2015). According
to the research subject, descriptive design must be taken in the account of investigation as, it
support the business to collect appropriate amount of the information which benefited to the
company to maximise their sales and revenues.
Research philosophy: It is another important part of collecting information in an
accurate manner. This research philosophy divided into two parts such as Interpretivism and
positivism (Ross, 2016). In this report, Interpretivism philosophy will be followed because it
assist in evaluating the information in planned way. Another, positivism philosophy was not
suitable and appropriate for carrying out investigation. The research philosophy is required in
order to conduct research in the best possible manner. It will be required by researcher to
complete research and finding out conclusion by taking appropriate data and applying certain
vital concepts quite effectually (Research Philosophy. 2018). Appropriate data will be collected
by scholar to attain useful insight about the study in hand. In relation to this, positivism and
interpretivism will be used to evaluate research in effective way. This is required to have proper
understanding of the research topic of impact of digital technology in business activities.
Research Design-It is also important part of the research so that appropriate design may
be adopted to provide concrete results in effectual manner. Research design will be helpful for
attaining useful insight of current study on B&M Company. There are basically two types of
such design namely exploratory and descriptive research. The exploratory type of research
design is helpful in attaining new insights about what is happening in the current scenario and as
such, it provides solution to research questions posed and study can be easily evaluated with
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much ease. Descriptive method is used to provide clarity in relation to business situations (Wang
and et.al, 2017). The descriptive research will be utilised by researcher to analyse impact of E-
commerce on success of firm.
Data Collection: For gathering the information, there are fundamentally two approaches
which will be followed in the investigation. Primary and secondary methods are main approach
of data collections. Under primary research, survey, questionnaire will be prepared which will
support in gaining appropriate and proper information from the respondents (Dargah and
Golrokhsari, 2014). Another is secondary method in which research need to applied journals,
books and many other appropriate sources which will support the investigator to collect data
regarding E-commerce and customer relationship management which is highly required by the
enterprise. Along with this, it will also help in gaining appropriate information regarding how the
competitive edge can be achieved through E-commerce technique. But in this research,
investigator needs to recognise the proper and authentic information. Data collection is
important for analysing research in that way by which useful insights may be gathered quite
effectually. Mainly, there are two types of data used by scholar namely primary and secondary
data. Primary data is collected by researcher which is first handed data and is not used in
previous research. On the other hand, secondary data is taken in order to extract already
published data such as from books, journals, published articles and related data which is used in
previous researches (O'Leary, 2017). Primary data will be collected by providing questionnaires
and secondary data will be gathered as well.
Data Analysis: It is another appropriate and best aspects of methodology which will be
completed with the support of thematic investigation. In this research project, various number of
themes will be implemented which will assist in conducting the research in an effective and
efficient manner. The themes analysis will be created each and every questions as this help the
scholar or Assimilator in minutely evaluating the response of respondents (SB and Bala, 2014).
This methodology is used by the researcher to easily collect appropriate data and information
from the responses provided by the respondents. The data analysis is required in order to present
information in effective way. The qualitative data has no such method, however, it will be
transformed into useful information with ease. In current study, thematic analysis will be used by
scholar so that information can be extracted regarding impact of digital technology on B&M
Company quite effectually. Hence, reliability will be achieved by performing thematic analysis.
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