THE IMPORTANCE OF RELATIONSHIP MARKETING IN THE PROCESS OF ELECTRONIC COMMERCE

Presently, the customer takes center stage in the realm of sales, playing a pivotal role in the establishment of enduring relationships and loyalty. This shift implies a transformation in the dynamics between sellers and customers, with sellers increasingly incorporating elements of relationship marketing. This paper offers an overview of issues related to relational marketing within the context of electronic commerce, highlighting its significance in fostering relationships between online sellers and customers in the digital environment. The advent of the digital age has also brought about changes in how sellers engage with customers. There is a growing emphasis on relationship marketing, a strategy used to cultivate and sustain long-term connections with customers. There is also a growing prominence of artificial intelligence systems. Artificial intelligence is widely used in customer relationship management. The surge in e-commerce has amplified interest in relationship marketing, prompting a deeper understanding of fundamental aspects in forming online relationships with consumers. It is imperative for sellers to formulate and execute relational marketing strategies and to implement artificial intelligence systems within sales and communication processes, ultimately providing them with a competitive edge and fostering consumer loyalty. E-commerce plays a pivotal role in this evolving landscape.