An Assessment of CRM Influence on Customer Lifetime Value, Satisfaction, and Retention in E-Commerce.

Ms. Preshita Eknath Parab

L.S.Raheja college of Arts and Commerce ( Autonomous)

Email Id:preshita.parab@gmail.com

Abstract : This literature review examines the role of Customer Relationship Management (CRM) in fostering customer retention and loyalty, with a focus on the Indian quick commerce sector. Drawing from global CRM studies and India-specific research from 2021 to 2026, the paper synthesizes key themes such as personalized communication, AI-driven predictions, data integration, and tiered customer systems. In India, platforms like Swiggy, Blinkit, and Zepto leverage gamification, emotional connections, and algorithmic tiers to combat variety-seeking behaviors amid rising acquisition costs. However, significant gaps persist, including ethical concerns in tiered discrimination, inclusivity for non-urban segments, and the long-term impact on Customer Lifetime Value (CLV). The review highlights the shift from transactional speed to relational depth, recommending future research to address these voids for sustainable growth in hyper-competitive markets.

Keywords: (Customer Relationship Management, Quick Commerce, Customer Retention, Loyalty Strategies, Indian Market, AI-CRM, Tiered Systems, Research Gaps).