Role of Customer Relationship Management in Service Quality: Case of Mobile Service Providers in Egypt

Abstract

Knowing your customers better will enable you to serve them better and keep them ever. This is the main theme of Customer Relationship Management (CRM). The objective is to identify the key factors that influence the extent to which CRM helps to improve the service quality of mobile service provider in Egypt that seems to have satisfactory level of customer satisfaction. The study concentrates on three factors of CRM (communication, interpersonal relationship, efficiency) through questionnaire that distributed for 70 clients. Correlation analysis and multiple regressions used to test the hypothesis. The study shown that all independent variables (interpersonal relationship, communication, efficiency) significantly correlated with the dependent variable (service quality).