1.2.1 Research objectives: • To evaluate the current strategies pursued by Amazon for managing customer relationships • To understand the feasibility of using web2.0 through eWOM in improving in customer services quality in Amazon • To recommend appropriate mix of online customer touchpoints to improve quality of customer services for Amazon. 1.2.2 Research questions: Q1. What are the currrent practices of customer services for online CRM websites? Q2. How does ecommerce firms have increased customer touchpoints to improve quality of online customer service? Q3. What are the improvements that can be implemented in Amazon customer service process?