Abstract
The proliferation of electronic customer relationship management (e-CRM) and its alarming failure rate call for a better understanding of the relationship between e-CRM and its immediate objective: customer satisfaction. This research paper investigates the applications of e-CRM and an important factor of e-CRM success: consumer's trust in e-commerce. Integration of both technological and marketing elements, e-CRM covers all aspects of the customer's online experience throughout the entire transaction cycle. The present paper describes the significant differences between e-CRM and CRM technology and gives a number of e-CRM applications in various areas, in order to present the benefits of using e-CRM.
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