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The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image

Sara Kamal, Arshi Naim, Hesham Magd, Shad Ahmad Khan, Farheen Mujeeb Khan

Source Title: Building a Brand Image Through Electronic Customer Relationship Management

ISBN13: 9781668453865|ISBN10: 166845386X|ISBN13 Softcover: 9781668453872|EISBN13: 9781668453889

DOI: 10.4018/978-1-6684-5386-5.ch005

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MLA

Kamal, Sara, et al. "The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image." Building a Brand Image Through Electronic Customer Relationship Management, edited by Arshi Naim and Sandeep Kumar Kautish, IGI Global, 2022, pp. 84-108. https://doi.org/10.4018/978-1-6684-5386-5.ch005

APA

Kamal, S., Naim, A., Magd, H., Khan, S. A., & Khan, F. M. (2022). The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image. In A. Naim & S. Kautish (Eds.), Building a Brand Image Through Electronic Customer Relationship Management (pp. 84-108). IGI Global. https://doi.org/10.4018/978-1-6684-5386-5.ch005

Chicago

Kamal, Sara, et al. "The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image." In Building a Brand Image Through Electronic Customer Relationship Management, edited by Arshi Naim and Sandeep Kumar Kautish, 84-108. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-5386-5.ch005

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Abstract

The purpose of this study is to determine the relationship of e-service quality (ESQ) and ease of use (EOU) to electronic customer relationship management (E-CRM), which is referred by brand image (BI). This study presents the relevance of e-commerce (E-COM) in the business world especially in the pandemic situation and how ESQ, EOU contributes in building E-CRM. To show the relation between variables, the authors have applied scattered methods under correlation analysis. The sample was asked various closed ended questions in the domain of ESQ for E-CRM, EOU for E-CRM, ESQ for BI, EOU for BI. The results showed that there is a relationship between BI and E-CRM, ESQ and BI, ESQ and E-CRM, EOU and BI. There is no direct relation between EOU and E-CRM, but BI can facilitate in building the E-CRM. Also, the results show the direct relation between ESQ and E-CRM referred by BI.

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The Relationship Between E-Service Quality, Ease of Use, and E-CRM Performance Referred by Brand Image

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