The Impact of E-CRM on Customer Loyalty

Abstract

This study aims to examine the impact of electronic Customer Relationship

Management (e-CRM) on customer loyalty through multiple mediators such as co- creation value, customer experience, service quality, customer satisfaction, and word of

mouth, as well as the direct effect among the study variables. To achieve this, a mixed- methods approach was employed, incorporating both qualitative and quantitative.

Qualitative data was gathered through Semi-structured interviews with 15 customers to gain deep insights into customer perspectives. Additionally, quantitative data was collected via an online survey from 252 customers from various mobile operators in

Algeria and analyzed using partial least square-structural equation modeling (PLS- SEM). The results indicated that e-CRM has a significant indirect effect on customer

loyalty through mediators such as customer experience, service quality, customer satisfaction, and word of mouth. However, no significant effect was found for the mediation through co-creation value, service quality, customer satisfaction, and word of mouth.