Study customer satisfaction relationship with electronic customer relationship management Due to the role of the mediator of electronic service quality (Case study, electronic customers of Internet sites, sports goods sales)

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran

2 Graduated Master of Information Technology Management, Ferdowsi University of Mashhad, Khorasan Razavi, Iran

3 Ph.D.St in Human Resources Management, University of Sistan and Baluchestan, Zahedan, Iran

Abstract

Customer satisfaction is essential for the survival of any organization, and various measures have been considered, including customer relationship management and service quality improvement. In this study, the relationship between customer satisfaction and electronic customer relationship management according to the role of mediator of the quality of electronic services Been paid. The research is purposeful, applied and in terms of strategy, solidarity. Therefore, a general hypothesis and three partial hypotheses are formed and all assumptions are confirmed and the relationship of the relationship is positive for all the assumptions. The statistical population in this research includes those who have had the experience of purchasing sporting goods electronically from DJ's and Bamilo sites; the distribution of questionnaires was conducted at Ferdowsi University of Mashhad. The number of societies is 26,000 and the number of Morgan table is considered equal to 382 people. Reliability and validity of the questionnaires were verified by Krone Bachel's alpha and confirmatory factor analysis (Kronbach's alpha of each questionnaire was more than 0.7 and factor load for questions above 0.5). The results show that the management of customer relationship with quantity and There is more to apply, and electronic services will be more quality, more customer satisfaction than buying sports products electronically.

Keywords

References

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History

  • Receive Date: 14 April 2018
  • Revise Date: 11 July 2018
  • Accept Date: 21 July 2018

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