Title: Influence of eCRM on customer satisfaction and customer loyalty: a study on Bangladesh's fast food industry

Authors: S.S.M. Sadrul Huda; Sunny Saha; Md. Humayun Kabir

Addresses: Department of Management, North South University, Dhaka, Bangladesh ' Department of Business Administration, East West University, Dhaka, Bangladesh ' Department of Business Administration, East West University, Dhaka, Bangladesh

Abstract: This study aims to specify the impact of electronic customer relationship management (eCRM) on customer satisfaction on the basis of the Bangladesh's fast food industry. We have selected four tools of eCRM, which are e-payment, m-payment, e-ordering and e-update by reviewing previous papers. The paper also aims to evaluate the relationship between customer satisfaction and consumer loyalty. In this paper, 250 consumers of the fast food industry were surveyed to monitor their interaction on eCRM. For analysing the data, we used SPSS version 21 software AMOS 21 by IBM. From the analysis, we find that e-order have a significant impact on customer satisfaction; the impact of e-payment, m-payment and e-update is not significant. On the other hand, customer satisfaction has a positive impact on customer loyalty. We expect that the study can be used by concerned business people in decision making for the better implication of eCRM tools.

Keywords: e-payment; m-payment; e-order; e-update; customer satisfaction; customer loyalty; fast food industry; Bangladesh.

DOI: 10.1504/IJECRM.2021.115607

International Journal of Electronic Customer Relationship Management, 2021 Vol.13 No.1, pp.30 - 44

Received: 04 Jul 2020
Accepted: 12 Nov 2020
Published online: 11 Jun 2021 *

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