Advancing Sustainable Practices in Electronic Customer Relationship Management

This paper examines the role of sustainability in determining organisational development and the manner in which it has become a necessity in conducting business. Thus, this research aims at determining the enhancement of sustainable practices in the e-CRM systems. Thus, using surveys and measuring certain e-CRM possibilities quantitatively, interviews and case analyses as qualitative data gathering, the research offers a systemic understanding of how e-CRM may be utilized to encourage sustainability. The preliminary results also reveal a high concern of the respondents towards the sustainability factor in e-CRM with the mean score of 4.2 and considerable awareness of the benefits like cost advantage measure…