Impact of Electronic Customer Relationship Management on Purchase Intention with Mediation Role of Customer E-Satisfaction: Evidence from Egyptian SMEs

Abstract

The purpose of this research is to empirically investigate the impact of electronic customer relationship management (E-CRM) on purchase Intention with mediation role of Customer E-Satisfaction: evidence from Egyptian SMEs. The methodology is performed based on quantitative analysis by using 440 questionnaires collected from customers to gather required data and structural equation model analyses (SEM) using AMOS software. The main conclusions drawn from this study are the direct effect between E- CRM and Purchase Intention is statistically significant, the direct effect between E- CRM and Customer E-Satisfaction is statistically significant. the direct effect between Customer E-Satisfaction and Purchase Intention is statistically significant. Finally, the study found that there is partial mediation effect of the Customer E-Satisfaction between the relationship of E- CRM and Purchase Intention in the Egyptian SMEs.