Abstract
Purpose: The purpose of the study is to develop a comprehensive model, explaining the effects of various E-CRM features on e-loyalty at different adoption stages of transaction cycle. Methodology: This is an empirical study; a self-administered survey with Student’s sample has been used. Findings: The findings of this research indicate that E-CRM features have strong impacts on e-satisfaction, which, in turn, has a significant effect on e-loyalty and the mediating role of e-satisfaction is evidenced in this model. Practical implications: The empirical results highlight some managerial implications for successfully developing and implementing a strategy for e-CRM.
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