Investigating the effects of E-CRM's Functions on customer's E-satisfaction and E-loyalty (Case Study: Digikala Online Store)

Document Type : Research Paper

Authors

1 Assistant Prof Business Management, University of Tehran, Tehran, Iran

2 MSc. Business Management, University of Tehran, Tehran, Iran

Abstract

Considering the importance of the factors affecting customer satisfaction and loyalty, this study aimed to investigate the relationship between performance and characteristic of a online stores – Digi-Kala in this particular case, as a perfect example of an electronic customer relationship system, and customer's electronic loyalty and satisfaction. As a practical-descriptive, research, electronic questionnaires were distributed among customers of Digikala , In which, functions of internet shopping system have been linked into three stages; before- purchase, during-purchase, after-purchase, and its relations with electronic loyalty and satisfaction have been estimated using structural -equations method. Based on the results, satisfaction of E-CRM's functions affected electronic loyalty and satisfaction. Also, satisfaction of during-purchase and after-purchase functions affected electronic satisfaction. However, the, effect of satisfaction in before-purchase functions in the electronic relation system has not been proven on satisfaction electronic customer's. Furthermore, the effect of satisfaction in system's functions in the whole stages has been proven on loyalty electronic.
 

Keywords

Main Subjects

References

Alavi, S., Ahuja, V. & Medury, Y. (2011). An empirical approach to ECRM-increasing consumer trustworthiness using online product communities. Journal of Database Marketing & Customer Strategy Management, 18(2), 83-96.
Alhaiou, T. & Irani, Z. (2011). An empirical study on the relationship between E-CRM features and eloyalty on mobile phone websites in UK. The Eurasia Business and Economic Society (EBES) Conference – Istanbul. June 1-3.
Anton, J. & Hoeck, M. (2002). E-business customer service. The Anton Press, Santa, Monica, CA.
Asgari, N. & Heidari, H. (2015). Introducing a model of influencing factors of customer's trust and satisfaction in E-commerce area (Case study: Group discount sites in Iran). Journal of information technology management, 7 (3), 655-674. (in Persian)
Bataineh, A. Q. (2015). The Effect of eCRM Practices on eWOM on Banks’ SNSs: The Mediating Role of Customer Satisfaction. International Business Research, 8(5), 230-243.
Bhattacherjee, A. (2001a). Understanding information systems continuance: an Expectation confirmation model. MIS Quarterly. 25(3), 351-370.
Chan, S. & Lam, J. (2009). Customer Relationship Management on Internet and Mobile Channels: An Analytical Framework and Research Directions. Idea Group Inc. Available in: https://www.researchgate.net.
Falvian, C., Guinaliu, M. & Torres, E. (2005). The Influence of Corporate Image on Consumer Trust. Internet Research, 15(4), 447-470.
Fathian, M. & Hosseini, M. (2014). Investigating the Impact of Virtual Communities on Furtherance of Customers’ Buying Behavior. Journal of information technology management, 6(3), 435-454. (in Persian)
Feinberg, R., Kadam, R., Hokama, L. & Kim, I. (2002). The state of electronic customer relationship management in retailing. International Journal of Retail & Distribution Management, 30(10), 470-481.
Fouladivanda, F., Mohseni, M., Zadeh, M. S. K. & Barbat, A. (2013). A Study on the Relation between Electronic Customer Relationship Management (ECRM) and Customers Loyalty in the International Market. Life science journal, 10(12), 353-359.
Haghighi, M., Sarafi, A. & Alavi, M. (2008). A model for customer loyalty in e-markets. Journal of management Knowledge, 20(79), 15-30. (in Persian)
Hasangholipor Yasory, T., Amiri, M., Fahim, F.S. & Ghaderi Abed, A. (2014). Effects of Consumer Characteristics on their Acceptance of Online Shopping: A Survey in Faculty of Management, University of Tehran. Journal of information technology management, 5(4), 67-84. (in Persian)
Ho, C. I. & Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434-1449.‏
Karimi, M. & Ahmadi, S. (2014). The Effect of News Websites’ Design Quality on E-loyalty and Electronic Word of Mouth (e-wom) (Case Study: Allameh Tabatabaee University, Tehran). Journal of information technology management, 6 (2), 285-306. (in Persian)
Khalifa, M. & Shen, K.N. (2009). Modelling electronic customer relationship management success: functional and temporal considerations. Behaviour & Information Technology, 28(4), 373-387.‏
Khalifa, M. & Shen, N. (2005). Effects of electronic customer relationship management on customer satisfaction: A temporal model. In System Sciences, HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on. (pp. 171a-171a). IEEE.
Khaligh, A. A., Miremadi, A. & Aminilari, M. (2012). The impact of eCRM on loyalty and retention of customers in Iranian telecommunication sector. International Journal of Business and Management, 7(2), 150-162.
Khan, M.B. & Khawaja, K.F. (2013). The Relationship of E-CRM, Customer Satisfaction and Customer Loyalty. The Moderating Role of Anxiety. Middle-East Journal of Scientific Research, 16(4), 531-535.
Lee, J., Lee, J. & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of services marketing, 15(1), 35-48.‏
Liu, V. & Khalifa, M. (2003). Determinants of satisfaction at different adoption stages of Internet-based services. Journal of the association for information systems, 4(1), 206-233.‏
Liu, X., He, M., Gao, F. & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management, 36(11), 919-940.‏
Oliver, R.L. (1997). Satisfaction: A behavioural perspective on the consumer (1th ed), New York: McGraw-Hill.
Posselt, T. & Gerstner, E. (2005). Pre‐sale vs. Post‐sale e‐satisfaction: Impact on repurchase intention and overall satisfaction. Journal of Interactive Marketing, 19(4), 35-47.‏
Rahimiparvar, N. (2014). eCRM Features that Affect Customer Attitude to Loyalty: A Case Study of a Sample of 402 University Students Enrolled in International Programs in Thailand. AU-GSB e-JOURNAL, 7(2), 36-51.
Rosenbaum, H. & Huang, B.Y. (2002). A framework for web-based ecommerce customer relationship management. Research in progress in proceedings of the 8th AMCIS Conference. Available in:http://aisel.aisnet.org/cgi/ viewcontent.cgi?article=1435&context=amcis2002
Sigala, M. (2011). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence. Computers in Human Behavior, 27(2), 655-661.
Tseng, Y.M. (2007). The Impacts of Relationship Marketing Tactics on Relationship Quality in Service Industry, The Business Review, 7(2), 310-314.
Van Riel, A.C., Liljander, V. & Jurriens, P. (2001). Exploring consumer evaluations of e-services: a portal site. International Journal of Service Industry Management, 12(4), 359-377.
Wang, Y. S. & Liao, Y. W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in human behavior, 23(1), 381-398.‏
 
Journal of Information Technology Management
Volume 8, Issue 4
October 2016
Pages 645-662

Files

Share

How to cite

Statistics