Journal of Current Research on Business and Economics (JoCReBE) - ISSN: 2547-9628

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Abstract


An Analysis of the Effect of Electronic Customer Management Applied in Airline Company on e-Loyality by Structural Equation Modeling

Though considering the service-weighted transformation in economy, and the customer factor, which is the leading reason speeding up this transformation; displaying more innovative and creative conducts, plays a key role in creating sustainable competitive advantage for companies. Developments in information technology have revealed revolutionary changes in which companies create benefits to customers by differentiated service delivery. The aim of this study is designed on customers’ evaluation of electronic customer services provided by Airline Company and to provide a quantitative measurement of the effect of this e-crm quality on e-loyalty. The research includes a questionnaire design and consists of pre-purchase, during-purchase and post-purchase e-crm scales. The data in the research was collected through online survey questionnaire form, from 360 samples in Turkey. LISREL program is used for data analysis because the recommended model is a simultaneous equation system that has latent structures and multiple indicators. Quantitative data was analysed by statistical techniques and structural equation modelling.



Keywords
E-crm, E- satisfaction, E- loyalty, Structural equation modelling



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