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The Relationship between Electronic Customer Relationship Management and Customer Loyalty with the Mediating Role of Customer Satisfaction, Trust and Ethical Values
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S Eekani1   , Mousa Rizvani Chaman Zamin2 , Mitra Shabani Nishtaee3 |
1- Dept. of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2- Dept. of Management, Faculty of Management, Astara Branch, Islamic Azad University, Astara, Iran. , rezvanichamanzaminm@gmail.com
3- Dept. of Business Management, Faculty of Management, Islamic Azad University, Rudbar Branch, Rudbar, Iran. |
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Abstract: (949 Views) |
Background: Maintaining customer loyalty is very difficult and challenging for any business brand. Therefore, trying to create loyalty among customers is one of the most important concerns of managers. Considering the importance of building customer loyalty for commercial companies, the main goal of this research was to investigate the effect of electronic customer relationship management on customer loyalty through the mediation of customer satisfaction, trust, and ethical values.
Method: The research method was descriptive-correlation. The statistical population of the present study consists of all customers of Parsian Insurance in Rasht. Using random sampling, a sample of 360 customers was selected. The research tool was a questionnaire. The research questionnaires were electronic customer relationship management scale, customer moral values, trust, satisfaction and customer loyalty. Research hypotheses were analyzed using structural equation model in Amos software version 24.
Results: The research findings indicate that electronic customer relationship management (β: 0.302), trust (β: 0.179), customer moral values (β: 0.141) and satisfaction (β: 0.171) have a significant relationship with customer loyalty. In another dimension, electronic customer relationship management (β: 0.467), trust (β: 0.137), customer moral values (β: 0.140) have a significant relationship with satisfaction. Also, electronic customer relationship management has a significant relationship with customer moral values (β: 0.588) and trust (β: 0.662).
Conclusion: The results were proof of the claim that customer loyalty levels increase by using electronic customer relationship management. In this sense, when insurance brands take advantage of this new management tool while correctly understanding the needs of customers and providing quality services, paying attention to customer moral values and respecting customer privacy, they facilitate the levels of customers' desire to communicate more with the organization. |
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| Keywords: Customer Moral Values, Trust, Satisfaction, Electronic Customer Relationship Management, Customer Loyalty |
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Full-Text [PDF 858 kb]
(803 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/01/23 | Accepted: 2024/07/23 | Published: 2024/07/23
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