(The Influence of Electronic Customer Relationship Management Practices on Relationship Quality and Customer Loyalty: A Research in Airline Industry)

Abstract

Purpose – Like other companies, airline carriers search for several strategies in order to gain competitive advantage and satisfy consumers’ needs and wants. In recent years, one of the leading practices is electronic customer relation management. This research investigates the relationship between electronic customer relationship management practices, relationship quality, and customer loyalty. Design/methodology/approach – A quantitative research was employed on 479 postgraduate students in Gazi University. The reliability and validity of the measurement instrument are tested before. Correlation and series of regression analyses are applied for investigating relationships and testing research hypotheses. Findings – The results reveal that, positive and significant relationships were found between all dependent and independent variables. Results also reveal that, electronic customer relationship practices play important roles in building relationship quality and customer loyalty. Baron and Kenny’s four step procedures are employed in order to test mediation effect. Discussion – Results show that the mediating role of relationship quality in the relationships between electronic customer relationship management practices and customer loyalty is supported.