the e-CRM in the UK and impact on consumer loyalty

1. Impact of The e-CRM on
consumer loyalty in the
British internet based
companies
Case of the e-retailers
Presented by: Edmond T. Compaore , Mohammed El Yakooby and Oussama
Boumia .

2. Outline
• Introduction
• Background of the e-commerce/the e-retailing in
the UK.
• Consumers decisions-making process online
• Users and the most common set of product sold
online .
• Key Factors determinig the consumer loyalty
• Model -correlation between e-CRM ,loyalty and
price sentivity.
• Views on e-CRM
• Best practices for e- retailers
• Conclusion.

3. Introduction
• Our purpose is to identify in which extent the
e-CRM can enhance consumer loyalty and
what are the best practices for e-retailers in
the UK

4. Background of the e-
commerce / the e-retailing in
the UK.
• An increasingly number of internet based businesses
• A Revenue worth more than £1.8 Billions a year
But Hides
A troubling reality
• Important number of business online failures
• Difficulty to meet the consumers expecattions

5. Consumers decisions-making
process online
• intelligence phase = problem recognition and
information search
• Design = Evaluation product
• choice = purchase evaluation and
purchase
• Review phase = post-Evaluation

6. The most common set of product
sold online and their users
• Rental of Books by Students.
• Purchased of books by professionals of education
and adults and less by Students
• CDs and DVDs by young people.
• Console Games by adolescents
• The Male gender users more than female gender
one.

7. Key factors determinig the
consumer loyalty
• Security and trust
• Service-Quality attributes(speed and convenience)
• Product prices sensitivity
• Information provision.
• Profitability of the product or service

8. Model -correlation between e-CRM,
loyalty and price sentivity.
e-Retailer
e-CRM
Effort
Customer
Loyalty
Customer
Perceived
e-CRM
Price
Sensitivity
Figure 1 : Research model-linkage between e-CRM, loyalty and price sensitivity.
Liz , David and Robert (2003).

9. Views on the e-CRM
• Kalakota and Robinson (2001) stated that “Electronic consumer
relationship management arises from the consolidation of the
traditional CRM with the e-business application market place”.
• « The lack of the organizational cooperation and coordination are
the major obstacles to the e-CRM initiative » (Daniel, 2001).
• The e-CRM faces some problems in term of generating positive
consumer attitude like consumer satisfaction.( Steven and Gary,
2002).

10. 1 Best practices for e-Retailers
• A clear understanding of Consumer decision
making process and the factor influcing
his/her behaviour .
Implementation of the results
in
the e-CRM strategy

11. 2 Best practices for e-Retailers
An effective and efficient
management of their websites
through
displaying
increasing
security offering
the speed multiple Speed
search policies multiple
of home languages transaction
engines more payment
page Options completion
conspicuo options
loading
usly
Nabil, Murli and Rose (2003, pp.146-155)

12. Conclusion
The internet based retailers business should have a an
efficient and efficient e-CRM strategy In order to:
 have a better understanding of their customers
 Create and maintain a two-way relationships
 Enhance consumer loyalty

13. References
• Lee, L. K., David, G. and Robert, M., 2003. How e-CRM can enhance customer
loyalty. Marketing Intelligence & Planning. 21(4), pp.239-248.
• Nabil, T., Murli, R. and Rose, S., 2003.The state of online retailing. Internet
Research. 13(3). pp.146-155.
• Peter, J.D., Isaac, W.W. and Robert, A. D., 2003. A Comparison of Online and
Offline Consumer Brand Loyalty. Marketing Science. 22(4), pp.461-476.
• Rajiv, K., Sarv, D. and Adam, M., 2004. Understanding Determinants of Online
Consumer Satisfaction: A Decision Process Perspective. Journal of Management
Information Systems. 21(1).pp.115-135.
• Steven, A. T. and Gary, L.H., 2002. The impact of loyalty with e-CRM with
software and e-services. International Journal of service Industry Management.
13(5), pp.452-472.