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<p>This study examines the mediating role of electronic customer relationship management (e-CRM) in the relationships between digital marketing strategies and electronic loyalty (e-loyalty). Using partial least squares structural equation modeling with data from 274 Saudi Arabian consumers collected via cross-sectional survey, we tested direct and indirect effects of digital marketing, electronic digital services, and social media marketing on e-loyalty through e-CRM mediation. Results reveal that all three digital marketing strategies significantly predict both e-CRM and e-loyalty. E-CRM, in turn, significantly predicts e-loyalty (β = 0.168, <i>p</i> = 0.005). Mediation analysis demonstrates that e-CRM partially mediates the relationships between digital marketing strategies and e-loyalty, with significant indirect effects for digital marketing (β = 0.060, <i>p</i> = 0.023) and electronic digital services (β = 0.056, <i>p</i> = 0.011). The model demonstrates substantial explanatory power (R<sup>2</sup> = 0.782 for e-CRM; R<sup>2</sup> = 0.838 for e-loyalty) and strong predictive relevance (Q<sup>2</sup> = 0.777 and 0.827, respectively). Findings suggest that digital marketing strategies are associated with enhanced e-loyalty both directly and indirectly through improved customer relationship management capabilities. Organizations may benefit from considering integrated digital marketing approaches while leveraging e-CRM systems to enhance customer loyalty outcomes. The study contributes theoretical insights into digital marketing effectiveness and provides practical considerations for sustainable digital customer engagement strategies in emerging markets.</p>

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Electronic customer relationship management as a mediator between digital marketing strategies and electronic loyalty among Saudi Arabian consumers

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月17日

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  • Fuad M. Alhamdi,
  • Abdullah Saad Rashed,
  • Shaker M. Al-Kahtani

摘要

This study examines the mediating role of electronic customer relationship management (e-CRM) in the relationships between digital marketing strategies and electronic loyalty (e-loyalty). Using partial least squares structural equation modeling with data from 274 Saudi Arabian consumers collected via cross-sectional survey, we tested direct and indirect effects of digital marketing, electronic digital services, and social media marketing on e-loyalty through e-CRM mediation. Results reveal that all three digital marketing strategies significantly predict both e-CRM and e-loyalty. E-CRM, in turn, significantly predicts e-loyalty (β = 0.168, p = 0.005). Mediation analysis demonstrates that e-CRM partially mediates the relationships between digital marketing strategies and e-loyalty, with significant indirect effects for digital marketing (β = 0.060, p = 0.023) and electronic digital services (β = 0.056, p = 0.011). The model demonstrates substantial explanatory power (R2 = 0.782 for e-CRM; R2 = 0.838 for e-loyalty) and strong predictive relevance (Q2 = 0.777 and 0.827, respectively). Findings suggest that digital marketing strategies are associated with enhanced e-loyalty both directly and indirectly through improved customer relationship management capabilities. Organizations may benefit from considering integrated digital marketing approaches while leveraging e-CRM systems to enhance customer loyalty outcomes. The study contributes theoretical insights into digital marketing effectiveness and provides practical considerations for sustainable digital customer engagement strategies in emerging markets.