Critical Success Factors for Transforming CRM to SCRM for building E-CRM

Abstract

In the current scenario, the entire Middle East is witnessing drastic digitalization, and consumer behavior is also widely affected by the technological development. This has created a platform for the growth of e-commerce (Ecom) in the Middle East through social networking. The success factors that facilitate in transforming the customer relationship management (CRM) to social customer relationship management (SCRM) for achieving electronic customer relationship management (ECRM) are customer values and customer loyalty. These success factors are digitally termed as electronic customer values (ECV) and electronic customer loyalty (ECL). This study has involved 100 digital consumers of Ecom on various social apps and social networking in the Middle East. This study is an empirical analysis where 10 critical success factors are measured to achieve the positiveness of ECV to contribute in ECL success. ECL success can transform CRM to SCRM and build strong ECRM.