• Anglický jazyk

Managing E-Crm Towards Customer Satisfaction and Quality Relationship

Autor: Abu Bakar Abdul Hamid

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... Viac o knihe

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O knihe

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.

  • Vydavateľstvo: Partridge Publishing Singapore
  • Rok vydania: 2019
  • Formát: Paperback
  • Rozmer: 229 x 152 mm
  • Jazyk: Anglický jazyk
  • ISBN: 9781543749991

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