Web-enabled customer relationship management, or e-CRM, is able to simultaneously achieve the conflicting goals of strategic flexibility and operational efficiency in developing and executing innovative e-commerce marketing strategies. A multi-disciplinary field, involving such areas as marketing, economics, business strategy, information systems, social psychology and consumer behavior, e-CRM strengthens customer relationships via a portfolio of trust-building practices with the support of powerful information technologies. While most literature in e-CRM has examined how firms formulate and implement e-CRM initiatives, there is little information on the overall quality of an e-commerce firm\u2019s e-CRM practices from the consumer point of view. This research proposes such a consumer-oriented concept, e-CRM value, based on existing e-CRM research, and examines the effect of e-CRM value on website loyalty. An empirical study is conducted to validate the theoretical model. Customers\u2019 perceptions of e-CRM value have positive causal effects on their website loyalty. Valuable implications can be derived from this finding for public organizations in managing their customer relationships.<\/p>","DOI":"10.4018\/irmj.2011040104","type":"journal-article","created":{"date-parts":[[2011,10,19]],"date-time":"2011-10-19T15:59:14Z","timestamp":1319039954000},"page":"46-60","source":"Crossref","is-referenced-by-count":5,"title":["Impact of e-CRM on Website Loyalty of a Public Organization\u2019s Customers"],"prefix":"10.4018","volume":"24","author":[{"given":"Wen-Jang","family":"Jih","sequence":"first","affiliation":[{"name":"Middle Tennessee State University, USA"}]}],"member":"2432","reference":[{"issue":"1","key":"irmj.2011040104-0","first-page":"51","article-title":"E-CRM: Are we there yet?","volume":"6","author":"N. 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