A study on e-CRM implementation and e-loyalty at different stages of transaction cycle
by Talhat Alhaiou; Zahir Irani; Maged Ali
International Journal of Logistics Systems and Management (IJLSM), Vol. 11, No. 2, 2012

Abstract: Purpose: The purpose of the study is to develop a comprehensive model, explaining the effects of various e-CRM features on e-loyalty at different adoption stages of transaction cycle. Methodology: This is an empirical study; a self-administered survey with Student's sample has been used. Findings: The findings of this research indicate that e-CRM features have strong impacts on e-satisfaction, which, in turn, has a significant effect on e-loyalty and the mediating role of e-satisfaction is evidenced in this model. Practical implications: The empirical results highlight some managerial implications for successfully developing and implementing a strategy for e-CRM.

Online publication date: Thu, 09-Feb-2012

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