is a ‘software’ that helps a business organization in managing its customers better (Anderson & Stang, 2000). CRM software enables the sales people and service representatives to have a quick access over the information related to the customers. This allows the sales force of the company to immediately provide the customers with a more customized service according to the customers’ needs regarding the products and services the business is offering (Williams, 2006).According to Kumar and Reinartz (2006), CRM is defined as a strategic process of selecting the customers a firm can most profitably serve. It is also capable of shaping the interactions between a company and these customers with the goal of optimising the current and future value of the customers for the company (Kumar & Reinartz 2006, p. Based on the definition, CRM is a process of enterprise-wide that has the potential to affect decisions related to marketing communications, pricing, customisation of products and services, resource allocation across different customers or customer groups, and customer support services.The capability of CRM for a web access gives it more value in the whole process. Because of the effectiveness of CRM strategy, it is commonly used today in maximizing the customer value across the global customer portfolio of the company (Ramaseshan et al. Through CRM, the company can have the opportunity to build a more personal approach with their target customers. Within this context, the e-commerce technology such as CRM can be use to improve the overall customers’ experience with regards to the companies’ products and services.In most cases, the e-loyalty can be used as an online marketing program to create a value proposition in order to enhance the relationship building between the company and its customers (Gommans, Krishnan, & Scheffold, 2001). Basically, e-loyalty is about engendering trust and value towards the valuable customers by humanizing digital loyalty (Pitta, Franzak, & Fowler, 2006). Therefore, it helps create strong relationships with the website’s prospective customers and customers online.Implementing E-loyalty programs in B2B can be more effective than the traditional B2B marketing because the Website offers a virtual sales and training room that is accessible 24 hours a day. One thing nice about the e-loyalty program is the fact that it
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