Electronic Customer Relationship Management and Consumer Behavior

Electronic customer relationship management (E-CRM) is a business and marketing strategy that analyzes consumer needs and behavior in order to create effective relationships between organizations and their consumers. E-CRM is a combination of hardware and software, processes, applications, and management commitment to develop high quality customer service and maintenance. This paper discusses the positive and negative impacts of E-CRM as a marketing strategy for an organization. It further explains the behavior of consumers toward organizations and the emergence of electronic commerce that brought about positive changes in the global market.