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World Social Marketing Conference 2025

Pre-Purchase E-CRM : Elevating Service Quality and Customer Loyalty

Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 1 - Faculty of Economics
Programme Listing

This session explores how pre-purchase Electronic Customer Relationship Management (E-CRM) enhances electronic service quality (e-SQ), satisfaction, and loyalty in digital marketplaces. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 1,124 respondents, it examines the impact of website design, search capabilities, and loyalty programs. Academics and practitioners will gain insights into optimizing pre-purchase digital experiences, fostering trust, and driving sustainable loyalty—critical for socially responsible digital marketing.

Presenters

Abdelkader GAM, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Jilani Habouria, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
May Oueslati, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)

Authors

Abdelkader GAM, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Jilani Habouria, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
May Oueslati, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
Abderrahim Bellil, Faculté des Sciences Économiques et de Gestion de Nabeul (FSEGN)
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