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http://dx.doi.org/10.5392/JKCA.2020.20.04.487

Effects of e-CRM Activities and Trust on Loyalty & Mediating Effects of Trust  

Hwang, Soo-Young (안양대학교 관광학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.4, 2020 , pp. 487-497 More about this Journal
Abstract
This study is to examine the effects of e-CRM activities(e-Sales activities, e-Service activities and e-System activities) and trust on loyalty. Particularly, it focuses on the mediating effects of trust on the relationships between e-CRM activities and loyalty. The data is collected from 336 university students over two and half month periods. The results are as follows: Firstly, e-Sales activities, e-Service activities and e-System activities effect exert a significant influence on the trust, but e-Sales activities, e-Service activities and e-System activities do not directly influence on the loyalty. Secondly, trust impacts significantly on loyalty. Finally, in summary, findings confirm the mediating effects of trust on the relationship between e-Sales activities, e-Service activities and e-System activities and loyalty. These results show that if e-commerce firms implement e-CRM activities(e-Sales activities, e-Service activities and e-System activities), their customers will more recognize additional service attributes and the customers' relationships, trust and loyalty with their firms will improve.
Keywords
Customer Perspective; e-CRM; e-Sales; e-Service; e-System; Trust; Loyalty;
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Times Cited By KSCI : 3  (Citation Analysis)
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