Managing E-Crm Towards Customer Satisfaction and Quality Relationship

By Seyed Bahaedin Mousavi, Abu Bakar Abdul Hamid, Bamdad Partovi

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.

• Format: Paperback
• Language: English
• ISBN: 1543749992
• ISBN13: 9781543749991
• Release Date: March 2019
• Publisher: Partridge Publishing Singapore
• Length: 330 Pages
• Weight: 1.07 lbs.
• Dimensions: 0.7" x 6.0" x 9.0"