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The Influence of the Adoption of Electronic Customer Relationship Management on Quality of Relation
Abstract
This chapter aims to determine the quality of relations after the adoption of electronic customer relationship management in the service sector by applying the multidimensional concept of the quality of relations based on satisfaction, trust, and commitment. This study used survey data from 220 customers of a service company. The theoretical model was tested and confirmed via structural equation modeling (SEM). Results indicated that after the implementation of the e-CRM system, the quality of relations between the company and customers was improved. Satisfaction and trust have a direct significant impact on commitment. Customer commitment has a positive effect on loyalty to service companies. Theoretical and managerial implications as well as the limits and future directions of the study are discussed.
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