Managing E-Crm Towards Customer Satisfaction and Quality Relationship

• Author(s): Abu Bakar Abdul Hamid, Seyed Bahaedin Mousavi, Bamdad Partovi,
• Publisher: Partridge Publishing Singapore
• Pages: 330
• ISBN_10: 1543749984
  ISBN_13: 9781543749984
  
• Language: en
• Categories: Business & Economics / General ,

Description:... Electronic customer relationship management (ECRM) is a comprehensive business and marketing strategy for attracting and retaining customers over the internet. The proliferation of ECRM and its alarming failure rate call for a better understanding of the relationship between ECRM and its immediate objective. Based on the literature reviewed, there are few studies that have used service quality as a component of relationship quality in the relation between ECRM and customer satisfaction. The study investigates the influence of three components of ECRM (i.e., pre-purchase, at-purchase, and post-purchase ECRM) on customer satisfaction directly and through mediating variable relationship quality. A quantitative methodology using a cross-sectional survey method was used to investigate the relationship between variables.