The Impact of Electronic Customer Relationship Management on Customer Satisfaction in Turkey

Karlygash Amazhanova, Farid Huseynov
2018 Journal of Business Management and Economic Research  
This study examines the impacts of E---CRM features on customer satisfaction and perceived usefulness as a mediator variable within e---commerce sector of Turkey. E---commerce businesses are operating in constantly changing environment and trends, thus E---CRM features may serve not only as a way for maintaining stable relationship with customers, but as tool for gaining competitive advantage that leads to customer satisfaction. Within the framework of this study quantitative research methods
more » ... research methods were applied. Primary data from 210 respondents has been collected through self---administered, Likert type online survey. Research model constructs were evaluated and analysed with a help of confirmatory factor analysis (CFA) and structural equational model (SEM). The findings of the study indicated that E---CRM features represented in current research (complaint handling, communication, information content, security and privacy) demonstrate both direct and indirect impact (through perceived usefulness variable) on customer satisfaction.
doi:10.29226/tr1001.2018.42 fatcat:nkihjfsynzcn3cpktvtdoxncua