The Impact of pre-sales E-CRM Features on Customer Satisfaction and customer Loyalty: Examining the role of Website Usability, Information Quality, and Personalization in e-Commerce Websites
This study investigates the impact of pre-sales electronic Customer Relationship Management (e-CRM) features on customer satisfaction and loyalty in e-commerce websites, with a specific focus on website usability, information quality, and personalisation. Using a quantitative research design with data collected from 678 respondents across multiple cities, the study employed structural equation modelling to test the hypothesised relationships.