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Managing E-Crm Towards Customer Satisfaction and Quality Relationship

Managing E-Crm Towards Customer Satisfaction and Quality Relationship

Abu Bakar Abdul Hamid / Bamdad Partovi / Seyed Bahaedin Mousavi

21,02 €
IVA incluido
Disponible
Editorial:
Partridge Publishing Singapore
Año de edición:
2019
Materia
Empresa y gestión
ISBN:
9781543749991
21,02 €
IVA incluido
Disponible

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Sobre IBD

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.

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