The purpose of this study is to examine the effect of electronic customer relationship management (e-CRM) components on customers' e-satisfaction and their e-loyalty toward e-commerce website users who live in Bangkok Metropolitan Region (BMR) and to investigate the role of customers' e-satisfaction as a mediator intervenes between e-CRM components and customers' e-loyalty.
Using an online survey, data were obtained from 400 respondents in the BMR, Thailand. The structural equation model was used to test the hypotheses.
The mediating variable customers' e-satisfaction, had a full mediating effect on the path from order/service fulfilment and customers' e-loyalty, as well as customers perceived service quality and e-loyalty toward e-commerce websites. Customers' e-satisfaction had a partial effect between ease of navigation and customers' e-loyalty, as well as between reward programs and their e-loyalty.
This research provides insights into individual e-CRM components and investigates the role of customers' e-satisfaction as a mediator between e-CRM components and e-loyalty toward e-commerce websites.
