E-CRM dilemmas in developing markets: The case of a tourism company in Serbia

Kapoulas, Alexandros; Ratkovic, Drazen

doi:10.54055/ejtr.v9i.163

Cited by 7 publications

(2 citation statements)

References 37 publications

(55 reference statements)

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“…Customization has transformed e-commerce by placing the customer at the heart of the marketing equation. It re -evaluates the customer relationship in the purchasing process [70].…”

Section: Online Customizationmentioning

confidence: 99%

E-satisfaction as a mediator between consumer loyalty and E-CRM: The context of Lebanese e-commerce

Younis,

Al-Shammari,

Hejase

et al. 2024

ijirss

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This article’s purpose is to assess the influence of E-CRM on consumer loyalty through satisfaction. Electronic customer relationship management E-CRM is a marketing tool used to manage consumer loyalty. However, the adoption of outdated E-CRM strategies increases dissatisfaction and attrition rates. That is, to assess the effect of perceived quality online, online customization, and customer trust on loyalty from online shoppers’ perspectives. This quantitative explanatory study begins with an exploratory factor analysis to simplify the concept’s dimensions. A questionnaire was distributed to a sample of Lebanese customers as a measurement instrument. Data analysis used factor analysis, followed by confirmatory factor analysis (CFA) using a structural model,and later regression. EFA is a fundamental prerequisite to CFA. Then, principal factor analysis (PCA) verified items for each construct dimension. The removal of items with low contributions improved the value of the KMO test, variance explained, and internal reliability measured with Cronbach’s alpha, which increased to 0.865. PCA extracted factors by restoring a minimum of 50% of the variance. The CFA relies on normed indices, sustaining the adjustment of the theoretical structure. Absolute fit criteria are highlighted: the RMSEA, GFI, and AGFI. Findings supported the idea that E-CRM strategies concentrating on online service quality, online presence, customization, and customer trust develop e-satisfaction and loyalty. Effective E-CRM satisfies customers and increases their e-satisfaction, leading to higher levels of loyalty. These outcomes increase awareness about the strategic value of E-CRM to businesses, and the paper serves as an eye-opener for future researchers and marketing experts.

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“…Customization has transformed e-commerce by placing the customer at the heart of the marketing equation. It re -evaluates the customer relationship in the purchasing process [70].…”

Section: Online Customizationmentioning

confidence: 99%

E-satisfaction as a mediator between consumer loyalty and E-CRM: The context of Lebanese e-commerce

Younis,

Al-Shammari,

Hejase

et al. 2024

ijirss

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“…It can be noticed a lack of literature regarding developing and transition economies, including Balkan countries. Kapoulas & Ratković (2015) examined e-CRM in tourism in Serbia, but no categorization of dimensions was investigated. The same approach can be found in the study of Stokić et al (2019) who investigated CRM usage in public libraries in Serbia, Montenegro, and Bosnia and Herzegovina.…”

Section: Introductionmentioning

confidence: 99%

Impact of Customer Relationship Management Dimensions on Customer Retention through Customer Satisfaction: A Customer Perspective of Balkan Transition Economies

Jashari-Mani

2024

OMEACONF

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One of the main challenges of service providers is the retaining of the acquired customers. Customer Relationship Management (CRM) has proved to be an effective tool in reaching this objective. Many researchers tested the effect of CRM on customer retention (CR), but most of the studies were focused on developed economies and were analyzed from a business perspective. The literature review highlights the lack of studies that examine the impact of CRM on CR from a customer perspective and that are focused on transition economies, especially in Balkan developing countries. Considering this, our paper aims to develop a model that proves the impact of CRM on CR, focused on three Balkan countries (Kosovo, Albania, and North Macedonia). Data was collected using an electronic questionnaire from a sample that consists of 764 residents of the three above-mentioned Balkan countries, all customers of the services sector. The research model shows the impact of three CRM dimensions (key customer focus - KCF, technology-based CRM - TCRM, and CRM knowledge management – KM) on customer retention through customer satisfaction (CS). The model fit and research hypotheses were tested using Confirmatory Factor Analysis and Structural Equation Model. Findings show a positive impact of KCF, TCRM, and KM on CS, which as a result positively affects CR as well. Theoretical and practical implications are discussed.

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Multiple channel strategy selection: A roadmap perspective for brick-and-click retailers

Dokić

Stamenković

Stojković

2023

Electronic Commerce Research and Applications

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E-CRM dilemmas in developing markets: The case of a tourism company in Serbia

Cited by 7 publications

References 37 publications

E-satisfaction as a mediator between consumer loyalty and E-CRM: The context of Lebanese e-commerce

E-satisfaction as a mediator between consumer loyalty and E-CRM: The context of Lebanese e-commerce

Impact of Customer Relationship Management Dimensions on Customer Retention through Customer Satisfaction: A Customer Perspective of Balkan Transition Economies

Multiple channel strategy selection: A roadmap perspective for brick-and-click retailers

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