The Role of Electronic Customer Relationship Management in Enhancing E-Customer Loyalty through the Mediating Effect of E-Customer Trust: A Field Study on the Egyptian Fast-Food Industry

Document Type : Original Article

Authors

1 Marketing teacher Arab Academy for Science, Technology and Maritime Transport

2 Lecturer of Marketing Arab Academy for Science Technology and Maritime Transportation

Abstract

Marketing trends continue to change in the digital era as technology advances and the internet become more widely used. Using the mediating effects of E-trust (security, and service quality), this study seeks to understand how the Egyptian fast-food business employs electronic customer relationship management to affect e-customer loyalty (repurchase and word-of-mouth). The population of the study is made up of fast-food website users in Egypt. There is a huge and diversified group of Egyptians who browse fast food websites. Information was gathered via the questionnaire. It was demonstrated that e-Trust was significantly harmed by e-CRM.  E-loyalty is also significantly impacted by word-of-mouth. Security has a substantial impact on repeat purchases but just a little impact on word-of-mouth usage. Not least, E-CRM has a significant impact on e-loyalty. The fast-food sector in Egypt will be affected by the study's results in several ways. First, it suggests that E-CRM can be an effective way to build customer loyalty. Second, it emphasizes how crucial security and high-quality customer service are to building e-trust. Third, it implies that E-CRM may be utilized to increase word-of-mouth and repeat business. This study adds to the expanding corpus of research on E-CRM and its influences on customer behavior for academics. Future studies could delve deeper into specific aspects of E-CRM and their implications in different cultural and industry contexts.

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