Title: The role of 3D product presentation in enhancing electronic customer relationship management (e-CRM) for online retailer: university students context

Authors: Raed S. Algharabat

Addresses: School of Business, Department of Marketing, The University of Jordan, Amman, Jordan

Abstract: Electronic Customer Relationship Management (e-CRM) is increasingly seen to be crucial to the success of online retailers. Surprisingly, however and despite the growing body of literature on e-CRM issues, little empirical research has been conducted on the link between three dimensional product presentation (3D) and e-CRM in the online retailing context. Therefore, this paper aims to address this gap by presenting and testing a conceptual model of the process by which the 3D website quality can enhance trust, site affective commitment and attitudinal loyalty. Findings reveal that 3D usability, 3D product presentation quality and 3D media richness positively impact 3D trust which affects site affective commitment which in turn impact attitudinal loyalty.

Keywords: e-CRM; 3D product presentation; 3D usability; presentation quality; 3D media richness; 3D trust; affective commitment; attitudinal loyalty; electronic CRM; customer relationship management; online retailing; e-tailing; university students; conceptual modelling; website quality; Jordan.

DOI: 10.1504/IJECRM.2014.067503

International Journal of Electronic Customer Relationship Management, 2014 Vol.8 No.4, pp.159 - 179

Received: 16 Dec 2013
Accepted: 14 Nov 2014

Published online: 14 Feb 2015 *

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