Applications of customer relationship marketing to consumer behaviour in the electronic bookstore environment

Online shopping is extremely popular and growing ever more so. Without having to leave home, consumers can buy goods online from all over the world, and e-commerce is clearly the revolution of the early 21st century. Online book shopping is an excellent example of this kind of phenomenon, and it is increasing in popularity day by day. Innovations in Information Technology are occurring constantly. IT already helps electronic bookstores reduce costs, streamline systems and improve their product availability. At the same time, the Internet allows consumers to contact electronic bookstores direct and make instant purchases, thus increasing their empowerment. To satisfy their customers’ needs and wants, electronic bookstores must provide the right information to the right customer at the right time, using methods such as the quick response service. This paper describes a survey conducted to analyse consumer behaviour, and discover what it is that causes a consumer to remain loyal to one particular company.