Effect of Electronic Customer Relationship Management (E-CRM) on Customer Satisfaction

The purpose of this study was to investigate the impact of electronic customer relationship management on customer satisfaction. This is a descriptive correlational study clearly based on the structural equation modeling (SEM). The participants of this study were 384 all customers who refer to the active electronic stores and benefit from their services and/or products. Participants completed the customer satisfaction Inventory (by Lee, and Turban, 2001) and the electronic customer relationship management Inventory (by Mogheimi, and Ramezani, 2011) Reliability and validity of these questionnaires was obtained. Results of the Pearson correlation showed that electronic customer relationship management and all customer satisfaction components are mutually correlated with each other (P<0/01(. Implementing structural equation modeling (SEM) for relationship between customer satisfaction and electronic customer relationship management tests, we found that the proposed model has a good fit and customer satisfaction is well explained by electronic customer relationship management. Also all of the model path coefficients were significant.