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Abstract

The objective of this study is to appraise the impact of electronic customer relationship management in creating customer loyalty in Parsmodir Khazar Enterprise. This study is based on descriptive-measuring method. The sampling was conducted using 170 customers. The two researcher-made questionnaires were used to conduct this study are validated by scholars and by Cronbach’s alpha. The calculated Crobach‟s Alpha in the study for e-CRM questionnaire is 0.709 and for customer loyalty questionnaire is 0.832. These values are acceptable and confirm reliability of the questionnaire. Using a correlation and regression method, the results of research show which factors are effective and which factors are not effective for enhancing e-CRM in Parsmodir Khazar Enterprise. Analysis of the results illustrated that e-CRM implementation has a statistically significant positive relationship with customer loyalty factors. The manager of this firm can use this result to implement the e-CRM optimally and can match it with Iranian culture to create more loyalty. 

Introduction

In the last two decades, new technologies have played a crucial role in human life and have greatly altered his lifestyle. E-business revolution has changed the landscape of customer relationship management (CRM). The electronic Customer Relationship Management (e-CRM) applications have developed quickly from a new idea to a strategic imperative for businesses. Using information technology (IT), firms are moving toward the intellectual and knowledge oriented based methods and CRM is getting more effective. Using e-CRM in a company, connection with customer gets less time and becomes faster. In today‟s turbulent environment, the competition power is increasing. Customers want to get services from linking channels such as email, website and the others. The purpose of this study is to evaluate the impact of electronic customer relationship management in creating the loyalty of customers in Parsmodir Khazar Enterprise.

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