The Role of Electronic Customer Relationship Management in Enhancing E-Customer Loyalty through the Mediating Effect of E-Customer Trust: A Field Study on the Egyptian Fast-Food Industry

Marketing trends continue to change in the digital era as technology advances and the internet become more widely used. Using the mediating effects of E-trust (security, and service quality), this study seeks to understand how the Egyptian fast-food business employs electronic customer relationship management to affect e-customer loyalty (repurchase and word-of-mouth). The population of the study is made up of fast-food website users in Egypt. There is a huge and diversified group of Egyptians who browse fast food websites. Information was gathered via the questionnaire. It was demonstrated that e-Trust was significantly harmed by e-CRM. E-loyalty is also significantly impacted by word-of-mouth. Security has a substantial impact on repeat purchases but just a little impact on word-of-mouth usage. Not least, E-CRM has a significant impact on e-loyalty. The fast-food sector in Egypt will be affected by the study's results in several ways. First, it suggests that E-CRM can be an effective way to build customer loyalty. Second, it emphasizes how crucial security and high-quality customer service are to building e-trust. Third, it implies that E-CRM may be utilized to increase word-of-mouth and repeat business. This study adds to the expanding corpus of research on E-CRM and its influences on customer behavior for academics. Future studies could delve deeper into specific aspects of E-CRM and their implications in different cultural and industry contexts.