دور الخبرة التكنولوجية في إدارة علاقة العملاء الإلكترونية بين سهولة الاستخدام و رضا العملاء : دراسة على الجامعات الفلسطينية في غزة

الملخص EN

This study aimed to identify the role of Electronic Customer Relationships Management (E-CRM) in achieving customers’satisfaction.

The moderator variable (ease of use) and mediator variable (technological expertise) were used in measuring the impact of satisfaction in the presence of electronic systems.

The research model, variables, and hypotheses had been built based on literature review, where a questionnaire was designed and distributed for 382 persons to collect data using the cluster random sample.

The most important results indicated that customer satisfaction increases by using E-CRM, and whenever the electronic system enjoyed dynamism in the design and interaction the greater customer satisfaction will be.

Moreover, the presence of technological expertise among customers in dealing with E-CRM systems contributes to increase customers’ satisfaction, but not as much as ease of use.

In addition, cybernetic variables did not have an impact on the study variables except for university variable in the Al-Aqsa University, which is what the study recommended, i.e., in depth understanding of the promoting factors of satisfaction in E-CRM.