Investigation of CRM in e-business : From a B2C Fashion Companies' Perspectives

Customers are no longer what they use to be in the past, they are now highly educated, more specialized and more highly influenced by global culture than ever before. For businesses to be able to win the heart of customers, they need to do extra because these customers are the pillar that holds the organizations. One of the method to achieve this is called Customer Relationship Management (CRM). The focus of CRM is about managing customer knowledgem to better understand and serve them. The purpose of this study is to explore how e-business organizations use CRM in a B2C setting, and we did that from online fashion retail companies' perspectives. Our study has explored how how CRM objectives are described and how CRM is managed. To answer these questions, relevant literature was reviewed which resulted in a conceptual framework that guided the data collection. We carried out a multiple-case study with two fashion retail companies, one located in the UK, and the other in Sweden. Data was collected through a telephone interviews with high positioned employees who have experience working with CRM and related subject