The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image

Abstract

The purpose of this study is to determine the relationship of e-service quality (ESQ) and ease of use (EOU) to electronic customer relationship management (E-CRM), which is referred by brand image (BI). This study presents the relevance of e-commerce (E-COM) in the business world especially in the pandemic situation and how ESQ, EOU contributes in building E-CRM. To show the relation between variables, the authors have applied scattered methods under correlation analysis. The sample was asked various closed ended questions in the domain of ESQ for E-CRM, EOU for E-CRM, ESQ for BI, EOU for BI. The results showed that there is a relationship between BI and E-CRM, ESQ and BI, ESQ and E-CRM, EOU and BI. There is no direct relation between EOU and E-CRM, but BI can facilitate in building the E-CRM. Also, the results show the direct relation between ESQ and E-CRM referred by BI.

Literature Study on IT: Characteristics of E-commerce Seller Side

“…Moreover, many studies have highlighted that the characteristics of E-commerce Seller-Side can be divided into usability, reliability, security, responsiveness, and empathy characteristics. Among these, usability, reliability, security, and empathy are classified as platform characteristics of E-commerce Seller-Side, while responsiveness is considered a sellergenerated content characteristic Polas et al, 2020;Ishak et al, 2021;Kamal et al, 2022;Minh et al, 2022;Saxena & Kumar, 2023;Caicai et al, 2019).…”

Identification of facing satisfaction issue while shopping through electronic platforms in gen- X and Y

“…Academic debates on online services assert satisfaction, attributes of satisfaction, and loyalty (Ting et al, 2018;Oganisjana et al, 2022). Literature in the past conceptualized the relationship between e-service, perceived justice, and brand image as a determinant of e-satisfaction (Jameel et al, 2021;Kamal et al, 2022), but no such study has been done so far to measure the combined effect of these determinants on e-satisfaction and e-loyalty. Hence, this study intended to investigate two relationships using Bagozzi framework: (i) between the response (e-satisfaction) and behavior (e-loyalty), (ii) between the response (esatisfaction) and the appraisals (e-service quality, perceived justice, and brand image).…”