Electronic customer relationship management as a mediator between digital marketing strategies and electronic loyalty among Saudi Arabian consumers

This study examines the mediating role of electronic customer relationship management (e-CRM) in the relationships between digital marketing strategies and electronic loyalty (e-loyalty). Using partial least squares structural equation modeling with data from 274 Saudi Arabian consumers collected via cross-sectional survey, we tested direct and indirect effects of digital marketing, electronic digital services, and social media marketing on e-loyalty through e-CRM mediation. Results reveal that all three digital marketing strategies significantly predict both e-CRM and e-loyalty. E-CRM, in turn, significantly predicts e-loyalty (β = 0.168, p = 0.005). Mediation analysis demonstrates that e-CRM partially mediates the relationships between digital marketing strategies and e-loyalty, with significant indirect effects for digital marketing (β = 0.060, p = 0.023) and electronic digital services (β = 0.056, p = 0.011). The model demonstrates substantial explanatory power (R2 = 0.782 for e-CRM; R2 = 0.838 for e-loyalty) and strong predictive relevance (Q2 = 0.777 and 0.827, respectively). Findings suggest that digital marketing strategies are associated with enhanced e-loyalty both directly and indirectly through improved customer relationship management capabilities. Organizations may benefit from considering integrated digital marketing approaches while leveraging e-CRM systems to enhance customer loyalty outcomes. The study contributes theoretical insights into digital marketing effectiveness and provides practical considerations for sustainable digital customer engagement strategies in emerging markets.