The Role of CRM Systems in Enhancing Customer Engagement and Retention in E-Commerce

Abstract

This investigation seeks to understand how CRM initiatives, particularly e-CRM strategies, impact customer retention in the e-commerce industry of Jaipur, Rajasthan. The research studied both dimensions of e-CRM-the functional and personal-and the effect each has on the continuation of customer engagement with e-platforms. Another objective was to study the mediating role of perceived customer relationship quality, this perception having both intellectual (rational, trust-based) and emotional (affective, relational) elements, in the formation of consumer loyalty. To gather the necessary information, primary data was solicited from 100 online shoppers residing in Jaipur through a structured online questionnaire. The data was then analyzed statistically in a descriptive and inferential manner to check for relationship dependencies among variables. Interestingly, while factors in the e-CRM landscape on a functional level such as ease of use, response time, and technical efficiency did not retain their association with customer retention on a statistical basis, aspects of a personal nature, especially those concerning the perception of the customer and demographic variables, were deemed to be more significant. Among the many variables, gender proved significant in retention level amongst e-commerce users. This finding constitutes an important contribution to the growing research field of customer relationship strategies in region-specific e-commerce markets and sets the earning impinging on emotional engagement and personalized communications rather than just functional attributes, thus providing practical implications for e-commerce organizations hoping to further enhance customer loyalty and long-term retention in Jaipur's competitive digital marketplace and those with similar regional settings.