• Harsh Agrawal
• Harmanpreet Singh
• Keerthivasen B
• Arun Balmiki

We propose a process-oriented framework to investigate the relationship between CRM resources, CRM processes, CRM customer retention programs, and ultimately customer retention as the firm's performance in this study, taking into account various perspectives on CRM and gaining insight from the firm's resource-based view (RBV) and process-oriented approach. The study demonstrates that CRM processes mediate between CRM resources and CRM customer retention programs, which directly affect customer retention. CRM boosts profitability, and customer relationship management, or CRM, aids businesses in maintaining long-term consumer relationships. E-CRM, or electronic customer relationship management, has emerged as a result of the rapid growth in Internet use. Relationships with customers over the internet have grown to be an essential part of any business's success to maintain a competitive advantage. Retaining current customers is less expensive than acquiring new ones, according to previous research. The primary objective of this study is to investigate the relationship between customer retention and electronic customer relationship management (ECRM) on e-commerce websites as well as the mediating effect of customer loyalty. An online structured questionnaire was used to collect primary data for a quantitative study. The sample consisted of E-Commerce customers who had used E-CRM. The SPSS software was used to test the hypotheses. The study demonstrated that customer loyalty partially mediates the relationship between E-CRM technologies and customer retention on e-commerce websites. Additionally, E-CRM has a greater direct impact on customer retention than customer loyalty does. This study emphasized the synergistic effect of E-CRM and customer loyalty to build relationships and the significance of implementing ECRM strategies to retain existing customers. In addition, this study emphasized the significance of determining the "black box" the connection between E-CRM and Customer Retention.

ecommerce, CRM customer, customer service, customer Retension service

"CUSTOMER RETENTION IN E-COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.e428-e431, March-2023, Available :http://www.jetir.org/papers/JETIR2303452.pdf

"CUSTOMER RETENTION IN E-COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppe428-e431, March-2023, Available at : http://www.jetir.org/papers/JETIR2303452.pdf