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The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction

Houriyeh Dehghanpouri (Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran)
Zeynab Soltani (Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
Reza Rostamzadeh (Department of Management, Islamic Azad University, Urmia, Iran)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 21 April 2020

Issue publication date: 15 December 2020

4046

Abstract

Purpose

The purpose of this paper is to examine the effect of trust, privacy, service quality and customer satisfaction on the success of electronic customer relationship management (E-CRM) systems.

Design/methodology/approach

In this paper, a new model for determining the critical factors in the success of E-CRM systems is presented. The suggested model is verified using partial least squares with structural equation modeling. A questionnaire is designed and collected from 378 taxpayers in East Azerbaijan province of Iran.

Findings

The outcomes reveal that customer satisfaction is significantly influenced by the perceived quality of service. Customer satisfaction, in turn, is significantly impacted by the trust. Therefore, the quality of service, trust and privacy, through customer satisfaction, significantly affects the success of E-CRM systems.

Research limitations/implications

The main limitation can be referred to the clients that would not cooperate well as they were avoiding to give much information about the financial issue. Also, the study was conducted only in the context of Iran and a limit sample was utilized.

Practical implications

The research results help service providers improve E-CRM.

Originality/value

This study sheds light on identifying the antecedents of trust, privacy and quality of service that affect customer satisfaction; it may contribute to the theoretical framework for customer satisfaction in the context of the E-CRM. The results of the research offer practical implications for marketing managers and practitioners who prepare strategic plans and implement tools to improve the productivity or performance of the E-CRM systems. Moreover, customer satisfaction is related to the success of E-CRM systems as a result of trust, privacy and service quality. This research offers new insights into E-CRM intentions from a taxpayer in Iran.

Keywords

Acknowledgements

The authors would like to deeply thank The Deputy of Research and Technology of Islamic Azad University of Urmia for their generous support.

Citation

Dehghanpouri, H., Soltani, Z. and Rostamzadeh, R. (2020), "The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction", Journal of Business & Industrial Marketing, Vol. 35 No. 11, pp. 1831-1847. https://doi.org/10.1108/JBIM-07-2019-0325

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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