افاق للعلوم
Volume 8, Numéro 2, Pages 246-261
2023-03-10
Factors Influencing Customer Loyalty Toward Online Shopping In Algeria: E-crm, Trust, Satisfaction
Authors : Malki Djihane . Zeddoun Djamel .
Abstract
This study aims to investigate the effect of e-CRM, trust, and customer satisfaction on customer loyalty. In this purpose, a quantitative study has been conducted on Algerian customers of online shopping. After distributing a questionnaire on a sample of 121 customers, a multiple linear regression has been adopted in data analysis. The results supported two out of three hypotheses, and showed that: e-CRM has not a significant effect on customer loyalty. In contrast, there exist a significant and positive impact of trust and satisfaction on customer loyalty.
Keywords
e-CRM ; Trust ; Satisfaction ; Loyalty ; Online Shopping
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