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

摘要

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.