CUSTOMER RELATIONSHIP MANAGEMENT IN AMAZON: STRATEGIES AND EFFICIENCY IN THE RETURNS SYSTEM

Abstract

This study explores the role of Amazon's return system within its broader customer relationship management (CRM) strategy. As a dominant player in global e-commerce, Amazon has positioned its returns policy as a central feature of the customer experience. By analyzing the evolution of CRM, the impact of digital technologies, and the specific dynamics of reverse logistics, the study provides a critical evaluation of Amazon's approach to customer satisfaction and loyalty. Through qualitative analysis and academic review, the research identifies both the strengths of Amazon¿s returns process namely its automation, speed, and customer focus and its challenges, including operational costs, environmental consequences, and potential for abuse. The study concludes with practical recommendations for improvement and highlights future research directions on responsible return management and CRM innovation in digital commerce.