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348629

The Role of Electronic Customer Relationship Management in Enhancing E-Customer Loyalty through the Mediating Effect of E-Customer Trust: A Field Study on the Egyptian Fast-Food

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Last updated: 24 Dec 2024

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Abstract

Marketing trends continue to change in the digital era as technology advances and the internet become more widely used. Using the mediating effects of E-trust (security, and service quality), this study seeks to understand how the Egyptian fast-food business employs electronic customer relationship management to affect e-customer loyalty (repurchase and word-of-mouth). The population of the study is made up of fast-food website users in Egypt. There is a huge and diversified group of Egyptians who browse fast food websites. Information was gathered via the questionnaire. It was demonstrated that e-Trust was significantly harmed by e-CRM.  E-loyalty is also significantly impacted by word-of-mouth. Security has a substantial impact on repeat purchases but just a little impact on word-of-mouth usage. Not least, E-CRM has a significant impact on e-loyalty. The fast-food sector in Egypt will be affected by the study's results in several ways. First, it suggests that E-CRM can be an effective way to build customer loyalty. Second, it emphasizes how crucial security and high-quality customer service are to building e-trust. Third, it implies that E-CRM may be utilized to increase word-of-mouth and repeat business. This study adds to the expanding corpus of research on E-CRM and its influences on customer behavior for academics. Future studies could delve deeper into specific aspects of E-CRM and their implications in different cultural and industry contexts.

DOI

10.21608/acj.2024.348629

Keywords

Customer Relationship Management, Trust, loyalty, Egypt, Fast food

Authors

First Name

Nevine Ibrahim abdelsalam

Last Name

Eshra

MiddleName

-

Affiliation

Marketing teacher Arab Academy for Science, Technology and Maritime Transport

Email

nevineeshra@yahoo.com

City

-

Orcid

-

First Name

Noha

Last Name

Beshir

MiddleName

-

Affiliation

Lecturer of Marketing Arab Academy for Science Technology and Maritime Transportation

Email

nohabeshir@yahoo.com

City

-

Orcid

-

Volume

61

Article Issue

2

Related Issue

46998

Issue Date

2024-03-01

Receive Date

2024-01-23

Publish Date

2024-03-30

Page Start

251

Page End

290

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 61_Issue 2_Pages 251-290.pdf

PDF . 9.1MB

Link

https://acjalexu.journals.ekb.eg/article_348629.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=348629

Order

8

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Role of Electronic Customer Relationship Management in Enhancing E-Customer Loyalty through the Mediating Effect of E-Customer Trust: A Field Study on the Egyptian Fast-Food Industry

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Article

Created At

24 Dec 2024