Dimensions of E-CRM: An Empirical Study on Hotels’ Web Sites

Abstract

Electronic consumer relationship management (E-CRM) features are among the main factors contributing to the success of any ecommerce Web sites. E-CRM programmes and implementation should focus on effectiveness of managing consumer relations on the Internet through effective use of Internet features either to deliver updated and accurate information, offering customer service support as well as providing personalized and value-added services. Thus, the aims of this research are to identify E-CRM dimensions and perceived important features from a consumers' perspective. The primary data for this research were collected through a questionnaire survey. To determine the dimensions of E-CRM, a factor analysis was performed. The 3indings reported 14 dimensions of E-CRM which were perceived as important elements affording consumers repeated visits and purchases. The limitations of the study and future directions of research are discussed herein.