Study of Determinants of e-CRM in Influencing Consumer Satisfaction in B2C Websites

  • Rui Liu
  • Weijun Wang
Part of the IFIP — The International Federation for Information Processing book series (IFIPAICT, volume 251)


This study empirically develops a model indicating the determinants of e-CRM as well as explaining the relationship between e-CRM and customer satisfaction in B2C websites. Based on the 7C model demonstrated by Rayport, J.F. & Jaworski, B.J and the Conceptual Model of Service Quality researched by Parasuraman, a theoretical framework that consists of e-CRM initiatives: context, content, customization, communication, membership, commerce, safety, customer satisfaction is further expanded. And then, this study puts forwards some suggestions to both researchers and practitioners: the function of e-CRM and the importance of customer satisfaction should be well learned; the functions of content, customization and commerce of B2C websites should be enhanced and the factors of context, membership and communication should be added when carrying out e-CRM strategy.


Service Quality Customer Satisfaction Customer Relationship Management Consumer Satisfaction Model Summary 


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Copyright information

© International Federation for Information Processing 2007

Authors and Affiliations

  • Rui Liu
    • 1
  • Weijun Wang
    • 1
  1. 1.Department of Information ManagementHuaZhong Normal UniversityWuhanChina

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