Managing E-Crm Towards Customer Satisfaction and Quality Relationship (Paperback) (ISBN-13: 9781543749991)

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
ISBN-10: 1543749992
ISBN-13: 9781543749991
Publisher: Partridge Publishing Singapore
Language: English
Published: 03/20/2019
Pages: 330
Format: Paperback
Weight: 1.07lbs
Size: 9.00h x 6.00w x 0.74d