CRM tools and their impact on relationship quality and loyalty in e-tailing

The conceptual model contributes to customer relationship management (CRM) on the internet by specifying in a formative approach how e-tailers can guide consumer perceptions of relationship marketing by applying CRM tools and demonstrates why e-tails benefit from investing in consumer relationships.

Abstract

The development and sustainability of loyalty is difficult to achieve on the internet. This research contributes to customer relationship management (CRM) on the internet in three ways. First the conceptual model contributes to the existing literature by specifying in a formative approach how e-tailers can guide consumer perceptions of relationship marketing by applying CRM tools. Second the study demonstrates why e-tailers benefit from investing in consumer relationships by assessing the impact of perceived relationship investment on relationship quality and ultimately on loyalty. Third, the study provides insights into the role of bargain hunting on the internet as a contingency factor. Empirical evidence for the model is provided by an online survey in Germany.