Managing E-Crm Towards Customer Satisfaction and Quality Relationship (ePub)
(Sprache: Englisch)
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...
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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.
Bibliographische Angaben
- Autoren: Abu Bakar Abdul Hamid , Seyed Bahaedin Mousavi , Bamdad Partovi
- 2019, 330 Seiten, Englisch
- Verlag: Partridge Publishing Singapore
- ISBN-10: 1543749984
- ISBN-13: 9781543749984
- Erscheinungsdatum: 20.03.2019
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- Dateiformat: ePub
- Größe: 6.06 MB
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Sprache:
Englisch
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