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Uncertain Supply Chain Management

ISSN 2291-6830 (Online) - ISSN 2291-6822 (Print)
Quarterly Publication
Volume 8 Issue 4 pp. 713-720 , 2020

Customer oriented determinants of e-CRM success factors Pages 713-720 Right click to download the paper Download PDF

Authors: Anas A. Salameh, Amer Hatamleh, Md Shamimul Azim, Anas G. Kanaan

DOI: 10.5267/j.uscm.2020.8.001

Keywords: eCRM, CRM, Customer Satisfaction, Customer Profitability, Customer trust and Commitment

Abstract: Web based and/or existing e-commerce have changed the traditional view of CRM to the eCRM. Recent studies on eCRM has investigated success factors of e-CRM in different contexts and fields. This paper aims to investigate the effect of customer satisfaction, customer trust and commitment, customer profitability on eCRM in Saudi Arab. This study was designed quantitative cross-sectional questionnaire survey. This quantitative study used questionnaire survey design and 319 respondents were taken into account for analysis procedure. Structural Equation Modelling was applied and SmartPLS tools was used to test the hypotheses. Customer satisfaction, customer profitability, trust and commitment have shown to have positive significant effects on eCRM. Empirical evidence of this study confirmed that from the customer point of view customers satisfaction, customer profitability, customer trust and commitment were the strong predictors of successful eCRM.

How to cite this paper
Salameh, A., Hatamleh, A., Azim, M & Kanaan, A. (2020). Customer oriented determinants of e-CRM success factors.Uncertain Supply Chain Management, 8(4), 713-720.

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Journal: Uncertain Supply Chain Management | Year: 2020 | Volume: 8 | Issue: 4 | Views: 3736 | Reviews: 0

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