  This research paper investigates the influence of industry on electronic
customer relationship management (e-CRM) performance. A case study approach
with two cases was applied to evaluate the influence of e-CRM on customer
behavioral and attitudinal loyalty along with customer pyramid. The cases
covered two industries consisting of computer and automotive industries. For
investigating customer behavioral loyalty and customer pyramid companies
database were computed while for examining customer attitudinal loyalty a
survey was conducted. The results show that e-CRM has significantly different
impacts on customer behavioral and attitudinal loyalty and customer pyramid in
two industries. This research provides new approach for organizations to
evaluate their e-CRM performance and compare it with other companies in order
to formulate stronger policies for customer relationship management.
