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The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image
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Author(s): Sara Kamal (Albarkat Institute of Management Studies, India), Arshi Naim (King Khalid University, Saudi Arabia), Hesham Magd (Faculty of Business and Economics, Modern College of Business and Science, Oman), Shad Ahmad Khan (College of Business, University of Buraimi, Oman)and Farheen Mujeeb Khan (ICFAI University, Dehradun, India)
Copyright: 2022
Pages: 25
Source title:
Building a Brand Image Through Electronic Customer Relationship Management
Source Author(s)/Editor(s): Arshi Naim (King Kalid University, Saudi Arabia)and Sandeep Kumar Kautish (Lord Buddha Education Foundation, Asia Pacific University, India)
DOI: 10.4018/978-1-6684-5386-5.ch005
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Abstract
The purpose of this study is to determine the relationship of e-service quality (ESQ) and ease of use (EOU) to electronic customer relationship management (E-CRM), which is referred by brand image (BI). This study presents the relevance of e-commerce (E-COM) in the business world especially in the pandemic situation and how ESQ, EOU contributes in building E-CRM. To show the relation between variables, the authors have applied scattered methods under correlation analysis. The sample was asked various closed ended questions in the domain of ESQ for E-CRM, EOU for E-CRM, ESQ for BI, EOU for BI. The results showed that there is a relationship between BI and E-CRM, ESQ and BI, ESQ and E-CRM, EOU and BI. There is no direct relation between EOU and E-CRM, but BI can facilitate in building the E-CRM. Also, the results show the direct relation between ESQ and E-CRM referred by BI.
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