The Mediating Role Of Electronic Customer Relationship Management Between Electronic Customer Knowledge Management and His Life Time Value Of The Egyption Commercial Banks : Structural Equation Modeling Approach

This study contributes to the stream of research on electronic customer relationship management and electronic customer knowledge management and Greater attention needs to be paid to understand the mechanisms and processes through which electronic customer knowledge management influences customer life time value in order to develop complete understanding the effect of electronic customer knowledge management on electronic customer relationship management This study fills this research gap using a sample of respondents employed by the commercial banking sector in Egypt. The author examines whether electronic customer relationship management mediated the effects of electronic customer knowledge management on customer life time value. Results from Structural Equation Modeling (SEM) showed that electronic customer relationship management fully mediates, the relationship, between electronic customer knowledge management and customer life time value. Results also support that electronic customer knowledge management has obviously positive influence on electronic customer relationship management and a clearly positive influence on customer life time value; finally, electronic customer knowledge management has direct and indirect influences on customer life time value through electronic customer relationship management. Implications for research and practice of the findings discussed.