A Review of Strategic Customer Relationship Management (CRM) Systems in E-Commerce: National and International Perspectives on Customer Loyalty

Abstract

Strategic Customer Relationship Management (CRM) in e-commerce integrates advanced technologies such as Artificial Intelligence, Big Data, and automation to enhance personalization, customer engagement, and loyalty. The literature reveals that strategic CRM transcends operational functions by aligning customer data with long-term business objectives, fostering trust, satisfaction, and brand attachment. E-commerce leaders like Amazon, Alibaba, and Flipkart employ CRM for real-time interaction, segmentation, and personalized marketing to achieve sustained consumer relationships. Despite its benefits, challenges such as data privacy, integration issues, and technological readiness persist, especially in emerging markets like India. This review highlights the transformative impact of strategic CRM in strengthening customer loyalty within both domestic and international contexts, emphasizing the role of AI-driven insights in the evolving digital marketplace.