The Impact of Electronic Customer Relationship (E-CRM) Activities on Customer Loyalty in Bahrain E-Commerce Sector

Consumer behavior has been digitalized throughout Bahrain as a result of technological advancements. This served as the catalyst for the development of e-commerce, a system of digital commerce that the general public utilizes for making purchases through applications or websites. Given this reason alone, an e-commerce platform has to develop e-loyalty in order to differentiate itself out among other e-retailers. This study aims to investigate four dimensions of e-Customer Relationship Management (e-CRM), such as e-Marketing, rewards, discount, customer support and its value on e-loyalty in Bahrain. The study will involve active users of the number one e-commerce company in Bahrain, Talabat. An empirical investigation will be carried out, to validate the instrument items regarding the e-CRM factors and e-loyalty indicators. The analysis will utilize SPSS software to test the hypotheses of the variables of e-CRM activities positively contribute to the value of e-loyalty.