How CRM helps in building customers intimacy using Amazon as a case study?

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Acknowledgement

I would like to sincerely thank my friends, family and colleagues for the endless understanding, guidance and patience, and most importantly, the support and friendship during my studies. The mentorship of these people has been paramount in facilitating me a well-formed experience which has always provided unswerving guide in achieving my goals. They encouraged me to go further with all my projects and helped me groom into an independent thinker and a good student.

It is due to the humble efforts of my leaders and mentors that I have inculcated in me the confidence to develop my own individuality and sufficiency which enables me to perform the tasks with independence. In the course of completing this dissertation, I am also grateful to my co-workers and friends who provided me enough knowledge and entertainment and proved to be helpful in performing the huge research work. Besides this, the consistent guidance and assistance from my colleagues also gave me distinctive opportunities to gain a wider breadth of experience and undertake an extensive research work.

Finally, and most importantly, I extend sincere thanks to my family members, who provided utmost care and all the strength and encouragement. My faith and ambition has become stronger due to the prayers of my family who tolerated my temper and complains with patience. Without this unending support and encouragement, the completion of this enormous research work would not have been possible.

Dedication

I, hereby declare that this dissertation presents my own unaided effort and contains original work. Moreover, it is no illustration or supporting of University's opinions.

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Abstract

As the new millennium begins, customer relationship management (CRM) is becoming a central core business process that firms may practice in order to generate value for customers. In fact, the Marketing Science Institute has made “managing customer relationships” one of its 2000-2002 research priorities. The process of CRM, as applied to a traditional product-oriented company, may be defined as “all aspects of identifying customers, creating customer knowledge, building customer relationships, and shaping their perceptions of the organization and its products” (Srivastava, Shervnni, and Fahey 1999). This process delivers value to customers by fostering trust, satisfaction, and commitment to that firm. The study at hand understands and uncovers the customer relationship management involved in the marketing strategies of companies like Amazon Inc.

Table of Contents

ACKNOWLEDGEMENTII

DEDICATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Problem Statement3

Aims and Objectives3

Research Question4

Electronic Database Searches4

Theoretical Frame work4

Chapter I: Introduction4

Chapter III: Methodology5

Chapter IV: Critical Analysis and Discussion5

Chapter V: Conclusion5

CHAPTER 2: LITERATURE REVIEW6

Customer Relationship Management (CRM)6

CRM and Technology8

CRM and Customer Intimacy10

The Customer Intimacy Construct12

Tools and capabilities of CRM15

CHAPTER 3: METHODOLOGY21

Methodological Approach21

Research Design21

Epistemological and Philosophical Assumptions22

Qualitative Research22

Quantitative Research23

CHAPTER 4: DISCUSSION AND ANALYSIS25

Findings25

CHAPTER 5: CONCLUSION34

REFERENCES35

CHAPTER 1: INTRODUCTION

The current study deals with the observation of the ways in which CRM helps in building customers intimacy. It elaborates upon the concept by using the case study of Amazon co. This chapter gives a description of the background, aims, objectives and chapter layout on which the entire dissertation will be ...