Assessing the Dimensions of E-Shopping Preferences by E-Sellers in Making CRM Valuable
Keywords:
e-Customer; Data Analysis; CRM; Relationship; e-shopping behaviour; e-shopping preferences;Abstract
As the world is growing more and more competitive, the e-customer experience is becoming more important to businesses. At the same time the e-customer himself grows more sophisticated, more demanding, and less loyal. There should be a proper aligned strategy to maintain synchronization between e-customer and e-sellers. CRM is a comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the business and the customer. It is based on a rigorous segmentation analysis that involves the integration of marketing, sales, customer service, and the supply-chain functions of the organization to achieve greater efficiencies and effectiveness in delivering customer value. CRM is a crucial way in today’s marketing, using customer knowledge to sustain business growth. It is important to have a strategy of customer acquisition and retention. This study examines the shopping behaviour of e-customers using primary data collected from 200 respondents by surveys. The rationale and dimensions of shopping were analyzed to elicit their views on shopping experience, frequency of shopping, shopping accompaniment and their favorite stores. The study revealed significant differences gender wise, age, income, education, occupation, place of dwelling etc. This paper also seeks to provide an insight into the shopping behaviour of males and females. The findings confirm that differences do exist in the shopping behaviour of the males and females. The study is giving a serious thought to the e-sellers to respond without delivery time lag to the specialized needs and demands of the e-customers to ensure their existence. CRM is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty.
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