A Literature Review on CRM in B2C Enterprise
Abstract
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.
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DOI: http://dx.doi.org/10.18686/fm.v8i4.8421
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