The Role of Trust in E-CRM: An Empirical Study

The paper reports is on a major piece of research investigating the role of certain key factors of e-CRM in customers’ use of airlines. It investigated these through an empirical study involving a large scale survey that gathered data from Afriqiyah Airways customers and the data collected was analysed using exploratory factor analysis. The report here focuses on trust and shows empirically the importance of trust as primary factor in explaining and predicting e-CRM.