IMPACT OF E - CRM ON E - LOYALTY IN ONLINE RETAILING

With the rise of online retailing, businesses are increasingly adopting Electronic Customer Relationship Management (E-CRM) strategies to enhance customer loyalty in the digital marketplace. E-CRM encompasses various elements that help businesses build and maintain relationships with customers, ultimately fostering Electronic Loyalty (E-Loyalty). Despite its growing significance, there is a need to better understand which E-CRM constructs most effectively contribute to customer retention in online retailing. The objective of the present research study is to examine the impact of five key E-CRM constructs i.e. Trust, Communication, Technology, Service Quality, and Commitment on E-Loyalty in online retail. Primary data was collected from 160 online retail customers through a structured questionnaire, and the relationships between the variables were analyzed using multiple regression analysis. The findings reveal that Service Quality, Technology, Trust, and Communication play a significant role in shaping E-Loyalty, while Commitment has a negligible impact. The Adjusted R² value of 0.627 indicates that a substantial proportion of E-Loyalty is explained by E-CRM constructs, reinforcing their importance in customer relationship management strategies.