Abstract

In the world of new business, achievement of the customers’ satisfaction has conserved itself an important and vital position in the organizations’ objectives and the managers are well aware that the organizational success is largely connected to the customer satisfaction. This way, it is necessary to design and implement a system for attracting and retaining the customers to an organization. Also, the rapid signs of progress made in information technology and communication have caused the intensification of the business competitions between the organizations in attracting and retaining the customers as the main sources of the competitive advantage in the today’s world. The present article firstly investigates the emergence of a new concept called eCRM and provides the readers with definitions of competitive advantage from the perspective of the specialists of the field and then Porter’s competitive strategies are an outline and the criticisms made by the proponents of CRM are presented. Also, the concepts pertaining to the CRM, as the primary theme of the current research paper, are explained in details followed by discussions on eCRM. In the end, documents of the electronic customer relationship management are put forth.