The Impact of E-CRM at the Time of Purchase on Customer Loyalty: The Mediating Role of E-Service Quality and Satisfaction in E-Commerce
(A2025-130310)

AUTHORS

Abdelkader Gam, Faculté des Sciences Economique et de gestion de Nabeul; Abderrahim BELLIL, Faculté des Sciences Economique et de Gestion de Nabeul; Jilani Habouria, Faculty Of Economic And Management Sciences Of Nabeul; May Oueslati, Faculté des Sciences Economiques et de Gestion de Nabeul

ABSTRACT

This study examines how E-CRM features at the purchase phase—specifically security and payment methods—influence Electronic Service Quality (E-SQ), satisfaction, and loyalty in e-commerce. A survey of 1,106 users tested a model with direct and indirect effects. Results show that E-CRM significantly affects E-SQ dimensions (confidentiality, reliability, efficiency, fulfillment). Efficiency mediated the relationship between security and satisfaction; fulfillment reduced dissatisfaction. Satisfaction did not significantly mediate the relationship between E-SQ and loyalty. However, specific indirect paths—such as from security and payment methods via efficiency and satisfaction—led to increased loyalty. These findings highlight E-CRM's critical role in shaping customer perceptions and behaviors. The study advocates for an integrative approach to digital service quality and encourages future research into moderators such as trust, brand reputation, and cultural context.