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A Literature Review on CRM in B2C Enterprise

Jingjun Cheng


In the context of economic globalisation, companies are provided with more opportunities as well as faced more challenges. The CRM tool helps organizations “by identifying a company’s best customers and maximizing the value from them by satisfying and retaining them” . In an era where customer resources have become an intangible asset, customer relationship management is a powerful and effective way for B2C companies to build and maintain customer relationships. There is currently a wealth of academic research on customer relationship management, this paper sorts out the literature on customer relationship management in B2C companies in recent years, analyses and summarizes the research content, and finds better ways for B2C companies to improve their customer relationship management.


Enterprise; Economic Globalisation; Customer Relationship Management; B2C

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Included Database


Xu M, Walton J. Gaining customer knowledge through analytical CRM. Ind Manag Data Syst. 2005;105(7):955- 71.

James C. Business-to-Business (B2B): What It Is and How It’s Used. 2022.

Will K. B2C: How business-to-consumer sale works. 2022.

Saha SK, Aman A, Hossain MS. et al. A comparative study on B2B Vs. B2C based on Asia Pacific region. Int J Sci Res. 2014; 3(9):294-8.

Milichovsky F. New tools for effective marketing communications. Acta Univ Bohem. 2013;16(1):35-43.

Povolna L. Marketing communications on B2B markets. In Conference Proceedings of 13th Annual International Bata Conference for Ph. D. Students and Young Researchers, Tomas Bata University in Zlín, Czech Republic. 2017;26:6-20.

Scot T. CRM for B2B and B2C: What it is & how is it Different? 2022.

Bin C, Qiang Y. B2C E-Commerce's customer relationship management based on the long tail. Int J Manag Sci Eng Manag. 2007:204-209.

Rajput L, Singh SN. Customer Segmentation of E-commerce data using K-means clustering algorithm. In 2023 13th International Conference on Cloud Computing, Data Science & Engineering. 2023. 658-664.

Baesens B, Viaene S, Van den Poel D. et al. Bayesian neural network learning for repeat purchase modeling in direct marketing. Eur J Oper Res. 2002;138(1):191-211.

Guelman L, Guillén M, Perez-Marin AM. A survey of personalized treatment models for pricing strategies in insurance. Insur Math Econ. 2014;58:68-76.

Kennedy A. Electronic customer relationship management (eCRM): Opportunities and challenges in a digital world.

Bojanowska A. Improving the competitiveness of enterprises through effective customer relationship management. Ekonomia i Prawo. Econ Law. 2017; 16(4): 359-70.

Kemp EA, Borders AL, Anaza NA. et al. The heart in organizational buying: Marketers’ understanding of emotions and decision-making of buyers. J Bus Ind Mark. 2018.

DOI: http://dx.doi.org/10.18686/fm.v8i4.8421