The purpose of this paper is to propose a model for the relationship between eCRM and E-loyalty by
conceptualizing that e-loyalty is influenced by e-satisfaction, e-trust, and multi-dimensional aspects of
eCRM. In order to capture the full picture for this relationship, we attempt to cover the complete
purchase experience by focusing on transaction cycle (Pre-Purchase, A-Purchase, and Post-
Purchase).different Components of eCRM have differing effects on e-loyalty. This study strengthens
the literature by adding different components of eCRM as a possible critical antecedent in the model
of e-loyalty development and attempts to build a stronger holistic model by including eCRM features
