The Impact of Customer Relationship Management on Customer Loyalty: The Moderating Role of Web Site Characteristics

Authors

  • Assion Lawson-Body,

    Corresponding author
    1. Assistant Professor at University of North Dakota. He obtained his Ph.D. and MBA in MIS from the Laval University, Quebec, Canada. He also received DESS-CTCI from IAE, University of Montpellier 2, France. His publications have appeared in Management Science. He has also published in several conference proceedings such as Association of Information Systems, International Conference on Electronic Business (ICEB), Wuhan International Conference on Electronic Business, and Association for Information and Management. He worked for companies in France and lectured at Laval University before joining University of North Dakota. His research interests include Electronic Commerce and E-business, Customer Relationship Management, E-loyalty, Management information technologies, and Database systems.
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  • Moez Limayem

    Corresponding author
    1. Associate Professor at City University of Honk Kong. He obtained his Ph.D. and MBA in MIS from the University of Minnesota. His publications have appeared or have been accepted for publication in Journal of Organizational Computing, Group Decision and Negotiation, Small Group Research, Management Science, Accounting Management and Information Technologies, Journal of Computer Information Systems, DSS Transactions, Communications of the ACM and more. He has also published in several conference proceedings such as International Conference on Information Systems, Association of Information Systems, IEEE International Conference on Systems Man and Cybernetics, Hawaiian International Conference on Systems Sciences. He was the chair of MIS department at Laval University, Quebec, Canada before joining City University of Hong Kong. His research interests include Decision support systems, Electronic Commerce and Business Process Reengineering, management of information technologies, and knowledge management.
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Address: Department of Information Systems, College of Business and Public Administration, University of North Dakota, P.O. Box 8363, Grand Forks, ND, 58202; Phone: (701) 777-3505; Fax: (701) 777-2518; Office: 365P.

Address: Department of Information Systems, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong; Phone: (852) 27888530; Fax: (852) 27888694; Room: P7817.

Abstract

The aim of this study is to explain the impact of Web site characteristics on the relation between customer relationship management (CRM) and customer loyalty. Data collected from 170 Canadian IT organizations showed that Web site characteristics (which include the levels of the organizations' Internet presence and interactivity) have a significant impact on the link between CRM (in terms of partnerships, empowerment, relations with customers, and personalization), and customer loyalty. In other words, using the Internet to support CRM allows firms to increase their customer loyalty in the IT sector. However, the impact of Web site characteristics on the link between CRM, in terms of understanding customer expectations, customer prospecting, and interactive management, and customer loyalty has not been tested because the direct link between these three components of CRM and customer loyalty has not been significant in this study. The managerial and theoretical implications of these results are discussed.

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