Communications of the IIMA


The use of internet as an interactive marketing media has captured much attention from managers in their quest for a better relationship with online customers. The belief that serving existing customers are more profitable than acquiring new ones, entailing relationship building effort no longer a choice, but a necessity. This study attempted to uncover the measures of E-CRMprogram and determining the extent to which these features influence consumer satisfaction and loyalty. The findings revealed that firms should focus on ten relationship marketing measures in order to build enduring consumer relationships. Further, this study provides evidence that the implementation of E-CRM on firm's web site does influence consumer satisfaction leading to loyalty. Finally, managerial implications and limitations of this study are discussed.