Managing E-Crm Towards Customer Satisfaction and Quality Relationship

Electronic Customer Relationship Management (Ecrm) Is A Comprehensive Business And Marketing Strategy For Attracting And Retaining Customers Over The Internet. The Proliferation Of Ecrm And Its Alarming Failure Rate Call For A Better Understanding Of The Relationship Between Ecrm And Its Immediate Objective. Based On The Literature Reviewed There Are Few Studies That Have Used Service Quality As A Component Of Relationship Quality In The Relation Between Ecrm And Customer Satisfaction. The Study Investigates The Influence Of Three Components Of Ecrm (I.E. Pre-Purchase At-Purchase And Post-Purchase Ecrm) On Customer Satisfaction Directly And Through Mediating Variable Relationship Quality. A Quantitative Methodology Using A Cross-Sectional Survey Method Was Used To Investigate The Relationship Between Variables.