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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.
| Autorius: | Abu Bakar Abdul Hamid, Seyed Bahaedin Mousavi, Bamdad Partovi, |
| Leidėjas: | Partridge Publishing Singapore |
| Išleidimo metai: | 2019 |
| Knygos puslapių skaičius: | 330 |
| ISBN-10: | 1543749992 |
| ISBN-13: | 9781543749991 |
| Formatas: | 229 x 152 x 19 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „Managing E-Crm Towards Customer Satisfaction and Quality Relationship“
