Evaluating Electronic Customer Relationship Management Performance: Case Studies from Persian Automotive and Computer Industry

This research investigates the influence of industry on electronic customer relationship management (ecrm) performance. A case study approach with two cases is applied to evaluate the influence of ecrm on customer behavioral and attitudinal loyalty along with customer pyramid. The cases covered two industries consisting of computer and automotive industries. For investigating customer behavioral loyalty and customer pyramid companies’ database are computed while for examining customer attitudinal loyalty a survey is conducted. The results show that ecrm has significantly different impacts on customer behavioral and attitudinal loyalty and customer pyramid in two industries. These results indicate that organisations need to consider their specific industry and company requirements before establishing their ecrm systems. Moreover, this research shows that how organisations can evaluate their ecrm performance based on customer attitudinal and behavioral loyalty and customer pyramid and formulate new policies to improve relationship strategies with customers.