The Relationship Between Supply Chain Management and Customer Relationship Management

DOI

10.2991/aebmr.k.220307.494How to use a DOI?

Keywords

Customer Relationship Management; Supply Chain; E-commerce; Amazon; Emirates Airlines

Abstract

In the context of Supply Chain Management (SCM) and Customer Relationship Management (CRM), this article aims to study and explain the relationship between SCM and CRM. The article used case studies and literature research to study whether there is a relationship between SCM and CRM, the strength of the relationship, and the limitations of the relationship. There are two companies in detail: Amazon and Emirates. E-retail representative company Amazon through the CRM system to adjust the web interface and adjust the sales model for different consumer groups to attract many consumers. At the same time, Amazon adjusts the supply chain accordingly to improve efficiency and improve customer satisfaction. On the other hand, EA uses an independent CRM system to create a membership system to maintain and promote consumer relations without combining supply chain management adjustments. However, this does not affect the benefits that CRM brings to EA. In addition, the integration of CRM and SCM in small and medium-sized companies and offline retail is of little significance at this stage. Therefore, it can be concluded that the integration of SCM and CRM plays an essential role in online shopping. However, its role in other industries such as aviation and offline retail has not yet been reflected.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Zhixuan Zhu
PY  - 2022
DA  - 2022/03/26
TI  - The Relationship Between Supply Chain Management and Customer Relationship Management
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 3028
EP  - 3033
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.494
DO  - 10.2991/aebmr.k.220307.494
ID  - Zhu2022
ER  -