Study On Consumer Attitudes Toward Electronic Retailers' Customer Relationship Management (E-CRM) Strategies

With increasingly fierce competition in China's market economy, customer-centric mode of operation is widely recognized. High-quality customer relationship management (CRM) is becoming a new method of winning the business competition. Depth analysis of customer relationship management to customer needs, and improving customer service, are one of the effective way.to improve customer satisfaction and customer loyalty. For China's rapidly growing B2C online retailers, how to effectively use electronic customer relationship management (e-CRM) strategy, is one of the key factors to get the success.Therefore, this study will focus on theoretical and empirical research in Chinese consumers B2C online retailers for customer relationship management (e-CRM) strategies and its relation with consumer attitudes. The contexts of the study include:(1) Theoretical literature related the network of retail, customer relationship management (CRM) and customer loyalty; (2) China Electronic customer relationship management internet retailers (e-CRM) strategies; (3) Customer acceptace of the electronic customer relationship management (e-CRM) strategy used be B2C retailer; (4) Customer satisfaction of electronics online retailers for customer relationship management (e-CRM) strategy; (5) The correlation and causality relation between customer loyalty and the satisfaction of customer relationship management (e-CRM) strategy.Using the theoretical research, data integration, test analysis, questionnaire, and data analysis research methods, the final conclusions of this study are:(1) ChinaB2C Internet Retailer Top 20 popular electronic customer relationship management (e-CRM) strategy; (2) The accptance degree of Chinese consumers to 10 unfamiliar electronic customer relationship management (e-CRM) strategy; (3) The degree of satisfaction of Chinese consumer toward B2C online retailers' customer relationship management (e-CRM) strategy; (4) Consumer attitudes and consumer electronic customer relationship management (e-CRM) strategy satisfaction model.This study sought to test the applicability of western theories of electronic customer relationship management (e-CRM) used in China market, to rich China's theoretical system in electronic customer relationship management (e-CRM) field, and to be the foundation of the application consumer behavior theory into e-customers relationship management (e-CRM) strategy research. This study will also provide B2C online retailer of electronic customer relationship management (e-CRM) portfolio selection strategies and evaluation system.