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The Role of E-CRM in Building Customer Satisfaction and Repurchase Intention: Evidence From the FMCG Industry
Abstract
In this era of technology, electronic customer relationship management (E-CRM) is becoming more prominently used by businesses in various industries. This chapter aims to investigate the effect of E-CRM on customer satisfaction and repurchase intention in the fast-moving consumer goods (FMCG) industry in Malaysia. Five important E-CRM elements of service quality, customisation, transaction security, online feedback, and website features will be explored as antecedents to customer satisfaction and its effect on repurchase intention. Stimulus-organism-response (S-O-R) theory offered the underpinning theoretical explanation in the development of the conceptual framework for this study. By using empirical study to prove the relationship effect, the study provides better understanding of consumers' experiences on E-CRM strategies implemented by the FMCG firms, and its roles in building customer satisfaction and repurchase intention. FMCG firms can leverage on the proposed strategies to improve their E-CRM planning, implementation, and controlling to achieve desired business performance.
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