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Abstract:

Business is moving online, not as a matter of choice, but as a matter of necessity. The use of the Internet as a channel for commerce and information presents an opportunity for business to use the Internet as a tool for customer relationship management (CRM)/(e-CRM). Despite widespread agreement that CRM/e-CRM has direct and/or indirect impact on customer satisfaction, sales, profit, and loyalty, the significance of e-CRM and the various e-CRM features in influencing customer satisfaction has not been well researched. This study attempted to uncover relationships between e-CRM and customer satisfaction by determining the presence of e-CRM features on retail Web sites for which we have customer satisfaction data, and determining if the amount of e-CRM is related to customer satisfaction or which, if any, of the various features of e-CRM are related to customer satisfaction. It was found that retailers differ in the presence of the 42 different e-CRM features; that there is a positive relationship between the amount of e-CRM on a Web site and customer satisfaction with the Web site; and that not all e-CRM attributes are equal – some are related to satisfaction and some are not. There was no relationship between the level of e-CRM on a retail Web site and sales and profit.

Keywords:

Customer satisfaction, E-commerce, Internet, Service quality

Article Type:

Research paper

Article URL:

http://www.emeraldinsight.com/10.1108/09564230210447922

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