The State of Customer Relationship Management in the Ghanaian E-commerce Ecosystem: Case Management.
Over the past decade, Ghanaian online businesses have increased in number. These business owners have taken tremendous strides to ensure that their businesses stay on top of their game, especially sales and customer service. However, customer management and retention are issues that seems to creep up, especially since the market for e-commerce keeps widening. According to Arnett and Badrinarayanan, managing relationships with customers is challenging for many firms because they engage in many different types of transactions, and their customers vary considerably as to their wants and needs . Due to these complexities, there is a need for a solution that caters to effective customer service and retention. A good case management system that caters to the queries of customer is hence the key that unlocks the door to business success, relationship building, and management . This project aims to understand the state of CRM in the e-commerce ecosystem in Ghana and recommend CRM vendors based on the current needs of e-commerce businesses in the Ghanaian ecosystem. To successfully implement this solution, research will be based on The current state of Customer Relationship Management (CRM) in the Ghanaian e commerce ecosystem. This research topic will explore the use of CRM, its limitations, and suggestions to improve these systems. We plan to sample a few online businesses such as Jumia, Jiji, and Swoove for our research and case studies.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2022
Adoteye, D. N. M., & Osei-Asamoah, R. (2022). The State of Customer Relationship Management in the Ghanaian E-commerce Ecosystem: Case Management. Ashesi University.