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Enhancing CRM Effectiveness in Egypt's Online Shopping Sector: The Role of Consumer Behavior, Customer Response Capabilities, and User Satisfaction
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Author(s): Nermine Elessawi (Arab Academy for Science, Technology, and Maritime Transport, Egypt)and Marwa M. Abd Elghany (Arab Academy for Science, Technology, and Maritime Transport, Egypt)
Copyright: 2025
Volume: 21
Issue: 1
Pages: 26
Source title:
International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 10.4018/IJEBR.390261
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Abstract
This investigation addressed the different effects of consumer behaviour on the effectiveness of CRM and the mediating role of customer response capabilities and user satisfaction. The study adopted a positivism and deductive approach and a quantitative research design. To ensure availability and enhance response rates, the questionnaire was administered electronically through popular websites. Nine hundred twenty questionnaires were sent out, of which 812 were retrieved. After data validation, 640 questionnaires were found to be valid for analysis, making available a robust and reliable dataset for hypothesis testing using Structural Equation Modelling (SEM). The study revealed that the relationship between consumer behaviour dimensions (participation in firm activities – perceived value – e-WOM – consumer awareness – trust) and customer response capabilities was fully supported. The study also found that the association between consumer behaviour and user satisfaction was fully supported.
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