Overview
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.
- | Author: Abu Bakar Abdul Hamid|Seyed Bahaedin Mousavi|Bamdad Partovi
- | Publisher: Partridge Publishing Singapore
- | Publication Date: Mar 20, 2019
- | Number of Pages: 330 pages
- | Language: English
- | Binding: Paperback
- | ISBN-10: 1543749992
- | ISBN-13: 9781543749991
