eCRM Features that Affect Customer Attitude to Loyalty: A Case Study of a Sample of 402 University Students Enrolled in International Programs in Thailand

The rapid growth of eCRM and its alarming failure rate call for a greater insight into the relationship between eCRM and its direct objective: customer satisfaction and customer loyalty. The purpose of this research is to give a better understanding of customer perception of value from eCRM features on companies’ websites. In this study, the researcher empirically tested a model explaining the relationship between three eCRM features, (i.e. personalization, community and convenience), customer satisfaction and customer loyalty. The empirical data were collected from 402 customers through a survey questionnaire. Findings of this study showed all the features of eCRM influenced customer satisfaction significantly, at the same time a significant impact of personalization and convenience on customer loyalty was found. The results also indicated a moderate effect of customer satisfaction on customer loyalty. This research clarifies the role of eCRM features in enhancing customer loyalty directly and through customer satisfaction; also highlights the critical features of eCRM program which companies’ websites should invest in their customer loyalty strategies