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- Title
EVALUACIJA WIZARD-OVOG eCRM SISTEMA: ISPITIVANJE KORISNIČKE PERCEPCIJE I ZADOVOLJSTVA.
- Authors
ŠKALJIĆ, LEJLA; TIPURA, DžEMAL
- Abstract
The focus of this study is the evaluation of Wizard's eCRM system by investigation of customer perception, satisfaction, and willingness to engage in electronic word-of-mouth (eWOM) marketing. Primary data were obtained through a survey conducted in March and April with a sample size of 177 respondents. The statistical program SPSS was used for data analysis. The results indicate that Wizard's eCRM system provides a satisfactory customer experience, and using the Process Hayes statistical method, it was found that there is a statistically significant positive indirect relationship between eCRM and eWOM through the mediating variable of CS. This suggests that eCRM has a positive impact on eWOM through increased CS. Additionally, customer satisfaction was found to play a crucial role in increasing customers' willingness to recommend products and services to others (eWOM). The revelation that customer satisfaction holds a paramount significance in augmenting customers' inclination to endorse products and services to others underscores the imperative for companies to focus on enhancing customer experience and satisfaction. Delighted and contented customers frequently assume the role of brand advocates, actively promoting products and services through the influential realm of electronic word-of-mouth. Consequently, companies ought to exert concerted efforts toward delivering superlative customer experiences, as this can exert a profound influence on attaining positive eWOM and fostering enduring customer relationships.
- Publication
Zbornik Radova: Univerzitet 'Džemal Bijedić' u Mostaru, Ekonomski Fakultet, 2023, Vol 21, Issue 33, p225
- ISSN
0352-258X
- Publication type
Article