Title: A study on e-CRM implementation and e-loyalty at different stages of transaction cycle

Authors: Talhat Alhaiou; Zahir Irani; Maged Ali

Addresses: Information System Evaluation and Integration Network Group (ISEing), Brunel Business School, Brunel University, London, UB10 0PL, UK. ' Information System Evaluation and Integration Network Group (ISEing), Brunel Business School, Brunel University, London, UB10 0PL, UK. ' Information System Evaluation and Integration Network Group (ISEing), Brunel Business School, Brunel University, London, UB10 0PL, UK

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.

Keywords: e-CRM; transaction cycle; e-satisfaction; e-trust; e-loyalty; customer relationship management; electronic CRM; customer satisfaction customer loyalty; trust.

DOI: 10.1504/IJLSM.2012.045427

International Journal of Logistics Systems and Management, 2012 Vol.11 No.2, pp.270 - 284

Published online: 09 Feb 2012 *

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