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CRM Strategies in B2B vs. B2C Markets on Unveiling Relationship Complexities and Decision-Making Dynamics
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Author(s): R. Rejitha (Bharath Institute of Higher Education and Research, India)and G. Jayalakshmi (Bharath Institute of Higher Education and Research, India)
Copyright: 2025
Pages: 18
Source title:
Multidisciplinary Approaches to AI, Data, and Innovation for a Smarter World
Source Author(s)/Editor(s): Sonia Singh (Toss Global Management, UK), Slim Hadoussa (Brest Business School, France), Thangaraja Arumugam (Vellore Institute of Technology, Chennai, India)and S. Suman Rajest (Dhaanish Ahmed College of Engineering, India)
DOI: 10.4018/979-8-3693-9375-8.ch003
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Abstract
Customer relationship management (CRM) specializes in B2B and B2C for customer retention, satisfaction, and loyalty. In this chapter, the authors further explore these differences and how they manifest themselves in the practices of B2B versus B2C business models, as well as their marketing strategies. Through an extensive literature review and empirical analysis, they compare CRM approaches, considering communication channels and the degree of personalization, including a closer look at technology-driven effects. They have found that a B2B CRM strategy can be designed using long-term relationships and personalized engagement. In contrast, in the case of B2C, it is used for customer satisfaction or even loyalty through efficient service delivery and mass personalization. This chapter will analyze the influence of emerging technologies, such as artificial intelligence (AI) and big data, in CRM strategies.
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