2.

Literature Review 
2.1. CRM 
The Relationship Marketing strategy evolved into Customer Relationship Management in the
early 90s [34,35]. For an organization that is focused on the customer, CRM encompasses sales,
human resources, marketing, and customer service [36,38]. It is also crucial to follow up on
consumers' wants and needs using CRM. By implementing CRM, businesses can respond to
consumer needs and wants effectively [36-37]. Using CRM strategy, organizations can generate
and maintain profitability through people, strategies, technology, and business processes [38].
CRM offers companies and their customers some benefits including increased profits, improved
customer satisfaction, and increased customer loyalty [35, 36]. CRM is designed to treat each
customer as an individual and deliver products and services specific to that person's needs [35]. 
CRM involves collecting and storing customer data, assessing businesses' profitability
sustainability, and determining the full value chain of the customers.[39]. 
The implementation of CRM initiatives can be risky [40] and frequently fails to meet its goals
[34,35,37]. Higher-level management support with tech and management [35].  
Additionally, CRM projects must be managed properly, in terms of humans, management, and
technology [34]. Companies should strive to collect information from each transaction to
improve the customer relationship [41]. CRM systems, according to [42], increase revenue by
enhancing customer satisfaction by encouraging employees to interact with customers
[39,43,44]. The future of CRM will be shaped by the use of big data, artificial intelligence, and
data analytics.
2.2. e-CRM 
The concept of e-CRM is similar to that of CRM. As stated by Reference [45], CRM
arrangements are outbound strategies designed to encourage relationship-based interaction
between companies and consumers to increase in-value and value-added.
CRM contributes to the establishment and maintenance of relationships that provide value and
satisfaction to customers. [46,47]
References define CRM as a business strategy for establishing and maintaining client
relationships to retain and attract customers. CRM is defined as the ability of personnel to
communicate directly with shoppers to locate their wants and needs [6]. The evolution of
technology and digital businesses continues to change the way organizations operate and build
their customer relationships. According to resource [45], e-CRM is a way to engage with your
customers online [8,11]. E-CRM has become a customer management process since customers
changed their shopping habits once they switched to online shopping. In referring to CRM
reference [28], it was mentioned that E-CRM is a mixture of business managing software,
hardware, processes, and applications. As a result, E-CRM is a method comparable towards used
on the Net [28]. Features such as website shopping may increase customer prospects for online
services. Based on references [25, 49], the perceived accessibility of online services makes up
the basis of e-CRM. It should be noted that references [25] emphasize that the e-commerce
platform should be able to control the design and functionality of a website to enable CRM
functionality. Converting companies from CRM Toe-CRM to businesses and consumers will
benefit from it [11]. Hence, this benefit adds value to E-CRM activities, including E-CRM costs.
2.3. e-CRM 
 ECRM has been shown to provide great value to enterprises and consumers. Computerized
customer relationship management (ECRM) costs. In addition to providing lower prices and
improving customer service, E-CRM can remove the burden of directly interfacing with
consumers. E-CRM improves the efficiency of a company's sales process without having to
directly contact customers [6,8 50]. It is also a time and cost-effective solution for managing
resources.
2.4. e-Loyalty 
It has been the subject of market research projects for many years to identify factors and reasons
that lead to customer loyalty. The purchase of the same product repeatedly indicates customer
loyalty [51]. Customer loyalty also relates to the customer's view of the company and their
ability to build mutually beneficial relationships with the company [29, 29]. Companies can now
regulate all aspects of their interactions with consumers [49, 52].