Evaluating Electronic Customer Relationship Management Performance: Case Studies from Persian Automotive and Computer Industry

Abstract: This research paper investigates the influence of industry on electronic customer relationship management (e-CRM) performance. A case study approach with two cases was applied to evaluate the influence of e-CRM on customer behavioral and attitudinal loyalty along with customer pyramid. The cases covered two industries consisting of computer and automotive industries. For investigating customer behavioral loyalty and customer pyramid companies database were computed while for examining customer attitudinal loyalty a survey was conducted. The results show that e-CRM has significantly different impacts on customer behavioral and attitudinal loyalty and customer pyramid in two industries. This research provides new approach for organizations to evaluate their e-CRM performance and compare it with other companies in order to formulate stronger policies for customer relationship management.