The Impact of Customer Relationship Management on Customer Loyalty: The Moderating Role of Web Site Characteristics

Assion Lawson‐Body · Moez Limayem

70 citations0/0 files storedJournal of Computer-Mediated Communication

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Customer Service Quality and Loyalty Digital Marketing and Social Media Corporate Governance and Management

Abstract

The aim of this study is to explain the impact of Web site characteristics on the relation between customer relationship management (CRM) and customer loyalty. Data collected from 170 Canadian IT organizations showed that Web site characteristics (which include the levels of the organizations' Internet presence and interactivity) have a significant impact on the link between CRM (in terms of partnerships, empowerment, relations with customers, and personalization), and customer loyalty. In other words, using the Internet to support CRM allows firms to increase their customer loyalty in the IT sector. However, the impact of Web site characteristics on the link between CRM, in terms of understanding customer expectations, customer prospecting, and interactive management, and customer loyalty has not been tested because the direct link between these three components of CRM and customer loyalty has not been significant in this study. The managerial and theoretical implications of these results are discussed.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 1979A Paradigm for Developing Better Measures of Marketing Constructs 1987Developing Buyer-Seller Relationships 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2001Strategy and the Internet.1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

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2016Customer relationship management and service quality: Influences in higher education 2015Customer Loyalty in Collaborative Consumption Model: Empirical Study of CRM for Product-Service System-Based e-Commerce in Indonesia 2015Customer relationship management for brand commitment and brand loyalty 2014Loyalty in the Business-to-Business Service Context: A Literature Review and Proposed Framework 2008Designing a Predictive Performance Measurement and Control System to Maximize Customer Relationship Management Success

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