E-CRM Success Factors as Determinants of Customer Satisfaction Rate in Retail Website

Abstract

Electronic Customer Relationship Management (ECRM) is a marketing strategy that integrates all business activities for attracting and retaining customers over the internet to consolidate retention, cross-buying, brand loyalty and customer satisfaction. E-CRM features influencing customer satisfaction in retail website have not been well researched and analyzed through online customer experience. This study, which is an extension of work originally presented in the International Conference on Soft Computing and Pattern Recognition [1] attempts to uncover the presence of E-CRM features on retail websites, affect values and determine weights importance of these features over the customer satisfaction rate based on customer click stream and online reviews data. This paper makes a theoretical and methodological contribution for managers of online service industry in improving their ECRM performance according to the online customer behavior and satisfaction level.