The impact of loyalty with e‐CRM software and e‐services

Abstract

E‐service is a critical strategic marketing consideration today for many firms, based largely on the promise of more cost‐effective models of self‐service relative to large (and expensive) call centers for technical support and customer service. The rapidly emerging electronic customer relationship management (e‐CRM) industry provides the primary tools for implementing e‐service. Interestingly, the e‐CRM industry faces the same challenges and strategic marketing considerations as their organizational customers, in that they must deliver exceptional service and support to the companies purchasing/using e‐CRM software. A review of organizational mission/vision statements suggests that e‐CRM companies are generally positioning themselves as exemplars of customer satisfaction provision and relationship management. However, recent industry analysis suggests that their organizational customers generally report low to ambivalent ratings on customer satisfaction measures (our study also supports these findings). This discrepancy could be partly attributed to very little empirical inquiry having appeared to date to assess the efficacy of existing relationship marketing theories within this fast‐moving industry. The current study provides an exploratory investigation that looks at the well‐established (in other marketing settings) relative influences of quality, customer satisfaction, and loyalty in the formation of future purchase intentions and word‐of‐mouth behaviors within the e‐CRM industry. Concludes that e‐CRM marketers must first identify means of increasing the overall level of customer satisfaction within their industry, and then begin to consider moving beyond customer satisfaction toward broader loyalty‐based strategic marketing objectives to support their relationship marketing practices. Practitioner and research implications of the reported study are discussed.

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