Article : CRM In Multichannel Retailing: Review Study & Future Research Directions


CRM In Multichannel Retailing: Review Study & Future Research Directions


Bipul Banerjee

This study provides an overview of the extant literature on customer relationship management (CRM), with a specific focus on retailing & discusses how retailers can gather customer data & how they can analyze these data to gain useful customer insights. This study also provides an overview of the methods predicting customer responses & behavior over time. I have also discussed the existing knowledge on the application of marketing actions in a CRM context, while providing an in-depth discussion on CRM & firm value. An outline future research directions based on the literature review & retail practice insights is also provided. Researchers have developed new models that offer deep insights on how marketing actions affect individual customer behavior. Based on this overview of the literature of CRM practice, I have outlined several opportunities for further research. For retail managers, my overview of the literature provides useful insights on how to execute CRM in their daily practice

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