Customer relationship management (e-CRM): New approach to customer's satisfaction

Abstract

The extensive use of web technology provides an opportunity for business and trade in order to use the Internet as a powerful instrument in customer relationship management (e-CRM). One of the major aims of companies which are facing investment expenses related to e-CRM is to upgrade the level of customer’s satisfaction. Due to this fact, this question raises in companies which make use of e-CRM system “whether applying e-CRM system is effective on upgrading of customer satisfaction or not? If yes, then how and by which means?” Therefore, the aim of the present study is to answer the above question via case study of Irankhodro Company. The model which is used in this research is the American customer satisfaction index (ACSI). The present research demonstrates that applying e-CRM system has a positive effect on customer satisfaction and this effect is hidden in “customer’s satisfaction” and “customer’s perception of service quality” variables.   Key words: e-CRM, customer’s satisfaction, the American customer satisfaction index