CRM Scale Development and Validation in Indian Telecom Sector

Abstract

This paper develops a reliable and valid CRM (Customer relationship management) scale regarding the Indian telecom sector. A review of literature on CRM was followed by depth interview and questionnaire survey. The exploratory factor analysis is performed with the first half of the data to identify the major CRM dimensions based on which authors have proposed a construct, which is confirmed through confirmatory factor analysis and validated through Structural equation modelling by using the other half of the data. The covariance model shows CRM in Indian telecom sector as a multidimensional construct comprising of factors namely competitiveness and reliability, support feature, relationship quality, transmission quality, technological edge and reputation. The structural model validates the previously extracted factors along with their indicators. The findings of this study validate the belief that CRM is a multidimensional construct and serves as a critical success factor for business performance. The proposed scale helps to identify issues that contribute to CRM in Indian telecom sector and formulating strategies accordingly, resulting in efficient (in terms of cost) and effective (outcomes) CRM practices.

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

“…The rise of CRM in the early 1990's set the need of measurement instruments, and Wilson and Vlosky (1997) developed the seminal scale of CRM, addressing relationship management in the B2B market, followed by Sin, Tse and Yim (2005) and Agariya and Singh (2012). The B2C market, emphasizing the relationship between firms and customers, gained its first scale with the work of Rozzett and Demo (2010): the Scale of Relationship with Customers, a scientific instrument able to measure customer perception regarding the relational initiatives of companies in the B2C segment.…”

PRM index: a customer satisfaction enhancement tool for Indian automobile sector

“…Then, for establishing discriminant validity, already calculated AVE values and their respected inter-construct squared correlation values were compared for establishment of discriminant validity (AVE > inter-construct squared correlation; Fornell and Larcker, 1981). Therefore, desirable psychometric properties and establishment of construct validity got reflected in measurement model from the above-mentioned statistics (Agariya and Singh, 2013b). The structural PRM model is shown in the second model ( Figure 6).…”

Customer Relationship Management Scale for the Business-to-Consumer Market: Exploratory and Confirmatory Validation and Models Comparison

“…Concerning CRM measures, we found some studies with scale validation that were mostly based in the works of Wilson and Vlosky (1997), Sin, Tse and Yim (2005), Agariya and Singh (2012a), and Rozzett and Demo (2010a;2010b; Finally, Rozzett and Demo (2010a;2010b; conducted three studies in Brazil to develop and validate a scale for the (B2C) market to assess customer's perception of relationship with companies in general. Three customized scales were adapted and validated based on Rozzett and Demo's scale: for amusement parks (Vasconcelos & Demo, 2012); for video-games (Batelli & Demo, 2012); and for beverages (Lopes & Demo, 2012).…”