Connecting the Dots Between E-CRM and Customer Loyalty

Abstract

The main purpose of this study is to investigate the effects of e-CRM tactics on customer loyalty in B2C markets. In addition, this study attempts to explore the mediating roles of customer service quality and perceived value in the e-CRM – customer loyalty relationship. Moreover, the current research explores the relative importance of individual e-marketing tactics (personalization, reward program, online community, and customer service quality) is a customer loyalty model. A conceptual model is empirically tested in the context of the bank industry, using a sample of 203 bank users. The results indicate that e-CRM has a positive indirect effect on customer loyalty via customer service quality. The findings suggest that online services, personalization, and ease of website navigation are the most important factors in influencing customer loyalty. The present study enhances our understanding of the importance of individual e-CRM tactics in influencing customer loyalty and thereby provides valuable insights for marketing managers in service sectors, particularly the banking sector.