Пашкина Марина Владимировна
E-CRM Website Attributes Effect on Russian Companies Profitability
Currently, there are controversial research findings regarding the impact of different e-CRM website attributes on customers attitudes and perceptions, and, as a result, company financial performance. Therefore, the research objective of this thesis was to test the impact of e-CRM website attributes on company financial performance measured by sales growth and assets turnover. In particular, the impact of four e-CRM website attributes was examined including Online accessibility, System quality, Content quality, and Usability. The study was conducted on the research base of 476 Russian companies from B2B and B2C sectors that operate in such industries as service, trade, manufacturing, and extraction and processing of raw materials. In order to test the relationship between e-CRM attributes and company financial indicators the method of structural equation modeling (SEM) was employed. Consistent with the research findings all of the proposed e-CRM website attributes (Online accessibility, System quality, Content quality, and Usability) have positive and statistically significant relationship with companies sales growth and assets turnover. Furthermore, the results of the study implied that degree of e-CRM attributes effect on company financial indicators varied significantly across companies operating in different industries and different sectors (B2B and B2C). According to the research results, practical implications were provided for company managers and web-designers regarding optimal allocation of company resources and website channel optimization aimed at enhancing company financial performance. Moreover, this study provides recommendations for future research conducted in the fields of e-CRM and e-CRM website attributes.