The Role of Web Analytics in Supporting the Effectiveness of Electronic Customer Relationship Management at the Jumia Store in Algeria.

EasyChair Preprint no. 4758

Abstract

The study aims to shed light on web analytics as one of the most important challenges facing organizations and its role in improving the level of customer relationship management, especially in light of the recent shifts in the business environment, the market openness to each other and the continuing developments in the field of information and communication technology are all factors that may It is difficult for the organization to define the marketing philosophy towards the customer, which has become one of the most profitable assets for institutions that are good and valuable in managing the relationship with him, especially its ability to reach the largest possible amount of his preferences and consumer needs, and thus techniques have evolved to manage the relationship with the customer, especially with the use of web analytics, which facilitates The organization must manage the customer relationship electronically, E-CRM. Through this study, we tried to involve a very important case study embodied in the experience of the "Jumia" store in Algeria.

The study reached a conclusion that confirms that there is a close relationship and a positive direct impact of web analytics on E-CRM. This is what made the "Jumia" store today gain the loyalty of its current customers and aims to buy it very broadly in the Algerian market.

Keyphrases: CRM, e-CRM, Web Analytics

@Booklet{EasyChair:4758,
  author = {Ferhoul Miloud and Boukedroun Youcef},
  title = {The Role of Web Analytics in Supporting the Effectiveness of Electronic Customer Relationship Management at the Jumia Store in Algeria.},
  howpublished = {EasyChair Preprint no. 4758},

  year = {EasyChair, 2020}}