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

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.

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

“…As such, managers have strategically invested in current technologies while emphasising building and maintaining worthy linkages with customers (Abu-Shanab and Anagreh, 2015;Harrigan et al, 2012;Nguyen and Mutum, 2012;Thuo et al, 2011). Merging technology, processes and other activities associated with the customer have facilitated CRM application (Harrigan et al, 2012;Abdulfattah, 2012), enabling organisations to recognise the best customer, increase their satisfaction with and loyalty to the service offerings (Alhaiou et al, 2012).…”

“…According to Alhaiou et al (2012) each phase of the e-CRM transaction has features (pre-service, during service and post-service) which help solidify relationships over the internet while increasing overall customer satisfaction. Therefore, the aforementioned features of the e-transaction cycle model were used to examine the relationship between e-CRM, e-customer-e-Loyalty and satisfaction.…”

“…The organisation therefore, would be able to get more information about the customer for example, via customised alerts and package such information as per individual customer's needs and desires also known as personal marketing (Muro et al, 2013). During-service e-CRM features rely on customer's education to influence online transaction completion (Alhaiou et al, 2012). For a transaction to be fulfilled, service suppliers and customers agree on the conditions based on their negotiation.…”

“…However, relationship management is an initiative that requires commitment, strategic CRM tenets and a mindset in order for it to succeed (Govender, 2004). Alhaiou et al (2012) postulates that e-CRM infrastructure provides support to valuable customers to remain loyal since information stored in the e-CRM data base for instance, assists an organisation look at the actual cost of attracting and retaining the customers. The firm can access new international customers and seize valuable data essential to the firm's competitiveness and market share (Harrigan et al, 2012).…”

“…A study by Alhaiou et al (2012) on the relationship between e-CRM features and e-loyalty of UK online shoppers at the different stages of transaction cycle showed that the use of e-CRM in building consumer relationships affects online consumer satisfaction and loyalty. Abdulfattah (2012) who investigated the effect of various e-CRM features at the different stages of the transaction cycle on customer satisfaction on banks' websites, established that e-CRM influences customer relationships and enhances online customer satisfaction and service quality.…”