Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

Abstract

Abstract-Undeniably, the telecommunication industry is changing radically. Today, communication is becoming the nerve of the life. In particular, mobile phone service industry is gaining popularity and importance all around the world and as mobile usage is growing rapidly, telecommunication marketers are developing new strategies to take advantage of the potential customers. Companies including communication companies are putting much more emphasis on customer relationship management (CRM) as a tool for managing customer relationship and to increase customer satisfaction and loyalty. E-CRM emerges from the internet and web technology to facilitate the implementation of CRM. E-CRM performance as the amount of improvement that companies achieve in customer relationship strength, sales effectiveness, and marketing efficiency after implementing CRM technology. This study examines the influence of e-CRM performance on customer loyalty in Jordanian telecommunication industry. Data were gathered from students in various universities in Jordan using survey method. Using regression analysis, the results supported that e-CRM performance significantly related to customer loyalty. The theoretical implications and managerial implications of these findings are discussed.Index Terms-Customer loyalty, customer relationship management (CRM), e-customer relationship management performance, mobile phone services,

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

“…These factors relate to overall 'strategic e-CRM features' to improve and/or strengthen long-term customer-bank relationships. The aforementioned factors are not different to those reported in several previous studies (Alim and Ozuem, 2014;Azila and Noor, 2011;Koçoglu and Kirmaci, 2012;Lam et al, 2013;Olupot and Kituyi, 2013;Rabbai, 2013;Zeithaml et al, 2012). .877 CS_c.…”

“…Much research focusing on the influence of e-CRM on the e-customer and eloyalty constructs show mixed results (Abdulfattah, 2012;Alim and Ozuem, 2014;Azila and Noor, 2011;Harrigan et al, 2012;Jamali et al, 2013;Koçoglu and Kirmaci, 2012;Lam et al, 2013;Lendel and Varmus, 2015;Tauni et al, 2014;Thuo et al, 2011). In general, previous studies have alluded to the success a firm can derive from e-CRM and further tried to elucidate its impact on allegiance and satisfaction.…”

“…Hence, by using this information, more time and resources are directed towards the bank's most profitable customers. Azila and Noor (2011) assert that the association between e-CRM and customer loyalty such as the aforesaid, means that the more customers are satisfied, repurchase and spread positive word of mouth about the service provider, the more they tend to perceive longer relationships, trust and commitment with the service provider. Researchers (Safa and Ismail, 2013;Safa and von Solms, 2016) go on to say that perceptions about e-satisfaction and e-trust lead to e-loyalty in customers.…”

“…Therefore, genuine loyalty can only be achieved when strong and positive attitudes are associated with high levels of repeated patronage. While aiming to fulfill their strategic objectives, banks can gain significantly from customer loyalty since loyalty is an effective tool for generating repeat sales from the customers (Azila and Noor, 2011).…”

“…According to Adalikwu and Adalikwu (2013) and Dhingra and Dhingra (2013), the focus of e-CRM systems is to increase customer experience, services, value benefits, retain them and craft tactics to encourage loyalty. In essence, e-CRM is for organisational staff's use at all levels of businesses, to enable them interact with customers electronically (Azila and Noor, 2011;Tauni, et al, 2014). A study by Tarhini et al (2015) and Abu-Shanab and Anagreh (2015) found that eCRM capabilities effected upon eCRM benefits such as enhanced customer service and loyalty.…”