Relationship marketing using E-commerce platform

Relationship marketing is a strategy designed to foster customer loyalty, interaction and long term engagement. RM is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication. RM has been extended to incorporate innovative applications in mass consumer markets. To develop an effective theory of relationship marketing, it necessary to understand what motivates consumers to reduce their available market choices and engage in relational market behavior by patronizing the same marketer in subsequent choice situations. This Electronic customer relationship management (e CRM) approach focuses more on customer retention than customer acquisition. Electronic customer relationship management (e CRM) has forced marketing managers to re-evaluate how, when and to what extent they interact with their customers.