A study on e‐CRM implementation and e‐loyalty at different stages of transaction cycle

Purpose: The purpose of the study is to develop a comprehensive model, explaining the effects of various e‐CRM features on e‐loyalty at different adoption stages of transaction cycle. Methodology: This is an empirical study; a self‐administered survey with Student's sample has been used. Findings: The findings of this research indicate that e‐CRM features have strong impacts on e‐satisfaction, which, in turn, has a significant effect on e‐loyalty and the mediating role of e‐satisfaction is evidenced in this model. Practical implications: The empirical results highlight some managerial implications for successfully developing and implementing a strategy for e‐CRM.