A.Kennedy

A.Kuehn

A.Parvatiyar

E.Turban

F. C.Tung

F. D.Reynolds

G. H.Brown

G. S.Day

J. F.Hair

J. P.Cuieford

J. W.Kincad

K. A.Bollen

N. R.Ad Hamid

P. M.Bentler

R. M.Cunningham

R. S.Swift

S. S.Scullin

S.Min

W. J.Jih

Web-enabled customer relationship management, or e-CRM, is able to simultaneously achieve the conflicting goals of strategic flexibility and operational efficiency in developing and executing innovative e-commerce marketing strategies. A multi-disciplinary field, involving such areas as marketing, economics, business strategy, information systems, social psychology and consumer behavior, e-CRM strengthens customer relationships via a portfolio of trust-building practices with the support of powerful information technologies. While most literature in e-CRM has examined how firms formulate and implement e-CRM initiatives, there is little information on the overall quality of an e-commerce firm’s e-CRM practices from the consumer point of view. This research proposes such a consumer-oriented concept, e-CRM value, based on existing e-CRM research, and examines the effect of e-CRM value on website loyalty. An empirical study is conducted to validate the theoretical model. Customers’ perceptions of e-CRM value have positive causal effects on their website loyalty. Valuable implications can be derived from this finding for public organizations in managing their customer relationships.</jats:p

Wen-Jang Jih

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Impact of e-CRM on Website Loyalty of a Public Organization’s Customers

Impact of e-CRM on Website Loyalty of a Public Organization’s Customers

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