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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: © 2011 |Volume: 24 |Issue: 2 |Pages: 15
ISSN: 1040-1628|EISSN: 1533-7979|EISBN13: 9781613505243|DOI: 10.4018/irmj.2011040104
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MLA

Jih, Wen-Jang. "Impact of e-CRM on Website Loyalty of a Public Organization’s Customers." IRMJ vol.24, no.2 2011: pp.46-60. http://doi.org/10.4018/irmj.2011040104

APA

Jih, W. (2011). Impact of e-CRM on Website Loyalty of a Public Organization’s Customers. Information Resources Management Journal (IRMJ), 24(2), 46-60. http://doi.org/10.4018/irmj.2011040104

Chicago

Jih, Wen-Jang. "Impact of e-CRM on Website Loyalty of a Public Organization’s Customers," Information Resources Management Journal (IRMJ) 24, no.2: 46-60. http://doi.org/10.4018/irmj.2011040104

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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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