The impact of electronic marketing on loyalty and customer relationship performance of online sports stores

Keeping customers and gaining their loyalty is considered vital for the continuation of business. Attracting customers on the Internet is very expensive, if customers are not loyal and their purchases are not constant and frequent, profitability will be far from reach. The purpose of this research was to investigate the effect of electronic marketing on the loyalty and performance of communication with customers of online sports stores. The current research method was a descriptive survey type and applied in terms of purpose. The statistical population of this research was the customers of sports stores. According to the table of Georgesi and Morgan, the sample size for this study was ۲۰۰ people. A non-random method was used for sampling. The data collection tool was a questionnaire made by the researcher of electronic marketing, customer loyalty and customer relationship performance. The results of this research showed that electronic marketing has a significant effect on customer relationship performance and customer loyalty (p<۰.۰۱). . Also, the trust and commitment of electronic marketing has a significant effect on customer loyalty and the performance of communication with customers.

کلیدواژه ها:

electronic marketing ، loyalty ، customer ، customer relationship performance