Investigating the effect of strategic dimensions of E-CRM on customer satisfaction in critical situations

Document Type : Original Article

Authors

1 Assistant Professor Department of Management, Faculty of Economics and Administrative sciences, Ferdowsi University Of Mashhad

2 Master of Executive Management, Department of Management, Faculty of Economics and Administrative sciences, Ferdowsi University Of Mashhad

Abstract

Today, with the critical situation of corona disease and with people staying at home, the role of online sales has become more and more prominent. However, despite staying at home, customers can choose the items they need and deliver them to their doorstep in such a critical situation. Therefore, the role of online sales is important in preventing the transmission of disease and the larger crisis. On the other hand, influencing online businesses to customer satisfaction is very important to continue these purchases. According to the stated cases, the purpose of this study is to investigate the effect of strategic dimensions of e-customer relationship management on customer satisfaction with mediator role of perceived quality services in crisis situations. This research is applied in terms of purpose, and in terms of survey method and using structural equation modeling model. The study looked at 390 customers who bought from Digi Kala's website to stay home during Corona's illness. Based on the obtained findings, e-customer relationship management has a positive effect on service quality and customer satisfaction. However, the mediating role of perceived service quality in the relationship between strategic dimensions of e-customer relationship management and satisfaction was confirmed.

Keywords

Main Subjects

References

الوانی، م؛ سعیدپناه، مسعود. (1393) .بررسی رابطة کیفیت خدمات الکترونیکی بانک ملت با وفاداری مشتریان بااستفاده از مدلیابی معادلات ساختاری، مجلة مدیریت توسعه و تحول، 8 (8)، 1-12.
غفاری، ف؛ جعفری، پ؛ و امیر مدحی، الف. (1391) مطالعه رابطه‌ی ابعاد کیفیت خدمات و رضایت مشتری در صنعت بانکداری مدل مقایسه‌ای خدمات سنتی و الکترونیکی، فصلنامه علوم مدیریت ایران، 6 (24)، 41-61.
حمیدیزاده،ح؛ جزنی،ن؛حاجی کریمی، عباسعلی؛ ابراهیمی، الف. (1391) طراحی یک مدل چندوجهی برای سنجش رضایت مشتریان در صنعت بانکداری ایران، چشم انداز
مدیریت بازرگانی، 9 (3)، 99-116.
قره‌چه، م؛ اخوان خرزیان، م؛ احمدی، م. (1393). تبیین و ارزیابی الگوی وفاداری و رضایت از کیفیت خدمات بانکداری الکترونیکی، مطالعات مدیریت راهبردی، 15 (3)، 133-153.
کمالیان، الف. ر؛ امینی لاری، م. و معزی، ح. (1393) بررسی همبستگی بین عوامل تعیین‌کننده سیستم مدیریت ارتباط الکترونیکی با مشتری بر رضایت مشتریان مطالعه موردی شرکت چینی بهداشتی گلسار فارس. مدیریت فردا. 8 (288)، 25-33.
عینیان، م (1399). جهش دیجی‌کالا از گردنه کرونا. روزنامه دنیای اقتصاد، شماره، 4767، https://www.donya-e-eqtesad.com/fa/tiny/news-3645928
 
Abdulfattah, F. (2012). The effect of electronic customer relationship on customer satisfaction a study in web banking in Saudi Arabia (Doctoral dissertation, University of Huddersfield).
Ahani, A., Rahim, N. Z. A., & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75, 560-578.
Borishade, T., Kehinde, O., Iyiola, O., Olokundun, M., Ibidunni, A., Dirisu, J., & Omotoyinbo, C. (2018). Dataset on customer experience and satisfaction in healthcare sector of Nigeria. Data in brief, 20, 1850-1853.
Chen, K. K., Chiu, R. H., & Chang, C. T. (2017). Using beta regression to explore the relationship between service attributes and likelihood of customer retention for the container shipping industry. Transportation Research Part E: Logistics and Transportation Review, 104, 1-16.
Díaz, G. R. (2017). The influence of satisfaction on customer retention in mobile phone market. Journal of Retailing and Consumer Services, 36, 75-85.
Feinberg, R., & Kadam, R. (2003). E-CRM web service attributes as determinants of customer satisfaction with retail web sites. International Journal of Service Industry Management, 13, 432-451.
Finn, A. (2011). Investigating the non-linear effects of e-service quality dimensions on customer satisfaction. Journal of Retailing and Consumer services, 18(1), 27-37.
Firend, A. R., & Abadi, M. F. (2014). Impact of service quality, trust and perceived value on customer loyalty in Malaysia services industries. Procedia-Social and Behavioral Sciences, 164, 298-304.
Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248, 119228.
Gloor, P., Colladon, A. F., Giacomelli, G., Saran, T., & Grippa, F. (2017). The impact of virtual mirroring on customer satisfaction. Journal of Business Research, 75, 67-76.
Koklic, M. K., Kukar-Kinney, M., & Vegelj, S. (2017). An investigation of customer satisfaction with low-cost and full-service airline companies. Journal of Business Research, 80, 188-196.
Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management. 12, 50-59.
McNealy, R. M. (1994). Making customer satisfaction happen. Springer Science & Business Media.
Mohammed, A. (2012). Eservice quality strategy: achieving Customer satisfaction in online banking. Journal of Theoretical and Applied Information Technology, 38(1), 6-17.
Ogura, T., & Tsuda, K. (2018). Method of extracting appliance pricing factors in e commerce. Procedia Computer Science, 126, 1476-1483.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), 26-32.
Shen, K. N., & Khalifa, M. (2009). Design for social presence in online communities: A multidimensional approach. AIS Transactions on Human-Computer Interaction, 1(2), 1-15.
Alhaiou, T. A. (2011). A study on the relationship between E-CRM features and e-loyalty: The case in UK (Doctoral dissertation, Brunel University Brunel Business School PhD Theses).
Waldron, T & Wetherbe, J (2020). Ensure That Your Customer Relationships Outlast Coronavirus. https://hbr.org/2020/04/ensure that your customer relationships-outlast coronavirus.
Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2019). Characterizing customer experience management in business markets. Journal of Business Research. 92, 15-28.
Wu, L., & Hung, C. Y. (2009). A strategy-based process for effectively determining system requirements in eCRM development. Information and software technology, 51(9), 1308-1318.
Yeo, G. T., Thai, V. V., & Roh, S. Y. (2015). An analysis of port service quality and customer satisfaction: The case of Korean container ports. The Asian Journal of Shipping and Logistics, 31(4), 437-447.
Zhao, Y. B., Wu, G. Z., Gong, Y. X., Yang, M. Z., & Ni, H. G. (2019). Environmental benefits of electronic commerce over the conventional retail trade? A case study in Shenzhen, China. Science of the Total Environment, 679, 378-386.    

Files

History

  • Receive Date: 07 June 2020
  • Revise Date: 19 August 2020
  • Accept Date: 22 August 2020

Share

How to cite

Statistics