E-customer relationship management in the clothing retail shops in Zimbabwe

Abstract

The aim of this study was to analyse and explore how the top four clothing retail outlets in Zimbabwe are using Electronic Customer. Relationship Management and ICT practices to enhance customer relationships. The results show that the channels that are used by clothing retail shops to communicate with their customers, include electronic mails, voice call facilities, traditional letters and personalised text messaging as well as websites. Customers select the mode of communication that is favourable to them when opening an account. The study recommends that retail shops in Zimbabwe should move to more sophiscicated eCRM and that the top management of the clothing retail outlets must fully involve themselves and support eCRM since top managers are the leaders and the strategy controllers. They must persuade their employees to have full attention and understanding of eCRM. The top management should lead their employees to the same direction of the company’s goal and vision of eCRM. The organization should also train their employees to have knowledge and ability to work on eCRM continuously and efficiently.