E-commerce has emerged as a convenient tool for companies to serve customers with integration of online sales and marketing. Despite being an automated self-service solution to customers, the e-CRM applications lacks focus on effectively serving each customer needs. The aim of the present study is to explore the concept of e-CRM and its various strategies in designing its practices and applications for building customer relations through review of literature. The study carries strong implications as it identifies the strategic role of e-customer relationship management (e-CRM) in providing personalized and customized support to customers.
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A 2020 study studied this question.