How Online Marketing Tools Influence Customer Relationship Management(CRM): Evidence From E-Commerce Organizations Of Bangladesh

The current study evaluated how internet marketing tools influence Customer Relationship Management(CRM)in the e-commerce context.This study explored the impact of internet marketing tools based on perceived flow,customer's trust,and relationship commitment.This study allowed to recommend a research model based on Stimulus–Organism–Response(SOR)theoretical framework to measure the relations between the study constructs.Primary data of this study were collected from 545 respondents from different parts of Bangladesh via an online survey questionnaire.After a data quality check,the final sample size was reduced to 400 because this study limited the selected survey respondents to those that bought at least one product within the past six months from e-commerce organizations.The covariance-based approach of structural equation modeling was used to investigate the structural study model and the measurements.Study findings showed that online marketing tools positively influenced the customers' perceived flow.Moreover,the common consequence of online marketing tools and perceived flow also positively influenced customer's trust and CRM,afterward collective trust positively influences customer's commitment and CRM.Finally,collective customer's commitment positively influenced CRM.Future investigation should now focus on evaluating the relationship between online marketing tools and CRM on non-profit organizations and educational sector.The study provides a useful contribution to the theoretical field of CRM and Online Marketing and consumer behavior.Moreover,our findings are relevant for both online marketers and customers.The present study provides support to the manager when deciding its budget allocation across different marketing tools for building effective CRM and can know how perceived flow,trust,and commitment as a mediator can influence the long-term relationship with the customer(CRM).Additionally,this research impacted the knowledge about consumer behavior and purchase intention under different marketing tools.Besides,the study report also contributes to the consumer to know their behavior regarding the different online marketing tools.To the knowledge,no previous research evaluated the effect of all online marketing tools on CRM while also compared the level of impact for different online marketing tools on CRM.