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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

Wen-Jang Jih
Copyright: © 2013 |Pages: 15
ISBN13: 9781466636163|ISBN10: 1466636165|EISBN13: 9781466636170
DOI: 10.4018/978-1-4666-3616-3.ch008
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MLA

Jih, Wen-Jang. "Impact of e-CRM on Website Loyalty of a Public Organization’s Customers." Managing Information Resources and Technology: Emerging Applications and Theories, edited by Mehdi Khosrow-Pour, D.B.A., IGI Global, 2013, pp. 109-123. https://doi.org/10.4018/978-1-4666-3616-3.ch008

APA

Jih, W. (2013). Impact of e-CRM on Website Loyalty of a Public Organization’s Customers. In M. Khosrow-Pour, D.B.A. (Ed.), Managing Information Resources and Technology: Emerging Applications and Theories (pp. 109-123). IGI Global. https://doi.org/10.4018/978-1-4666-3616-3.ch008

Chicago

Jih, Wen-Jang. "Impact of e-CRM on Website Loyalty of a Public Organization’s Customers." In Managing Information Resources and Technology: Emerging Applications and Theories, edited by Mehdi Khosrow-Pour, D.B.A., 109-123. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-3616-3.ch008

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Abstract

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.

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