The Relationship of E-CRM, Customer Satisfaction and Customer Loyalty. The Moderating Role of Anxiety
نویسندگان
چکیده
The rationale behind conducting this study is to evaluate the impact of E-CRM (used by customer relationship officer and web portal) on customer satisfaction that further helps in building customer loyalty. Moreover anxiety is taken as a moderating variable that moderates the relationship between E-CRM and customer satisfaction. For this 300 questionnaires were distributed out of which 250 usable responses were obtained. Statistical tests were conducted to evaluate the links. The results depicted that ECRM poses a positive relationship towards customer satisfaction that further helps in building customer loyalty. The future research should comprise of factors that can be used to evaluate the customer satisfaction. In addition the moderating impact of other dispositional variables should be used to evaluate customer satisfaction.
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