The Perception of Customer Relationship Management Adoption: Case of Mobile Companies in Saudi Arabia

Abstract

The purpose of this study is to ascertain customer satisfaction perception of Customer Relationship Management (CRM) adoption by mobile telecom companies in Saudi Arabia. This study surveys more than 440 mobile telecom customers to investigate their opinion about the quality of offered customer services by mobile telecom companies and its impact on customer satisfaction and hence customer. The study concentrates on the main three channels used by mobile companies to provide customer services (customer service offices, phone operator and web site services). Empirical findings present evidence that the quality of customer service significantly affect customer satisfaction and thus customer loyalty. It is found that the majority of customers preferred to use phone operator than office customer services.

Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: With Special Reference to Wireline Telecom Sector (DSL Service)

“…Boora and Singh (2011) have specified that in the digital era (twenty-first century), the firms try to accomplish their market share only by establishment of loyal customer base. In addition to market share, the growth and survival of firms too depend on customer loyalty and telecommunication sector is not an exception to it (Talet, Shawosh & Al-Saeed, 2011). In highly intense and competitive situation, customer loyalty is considered vitally important for any customer-oriented service firms since it leads to profit.…”

Mobile services sector in Saudi Arabia: A systematic literature review of the effective strategies for enhancing customer satisfaction

“…The study reveals that mobile service providers in Saudi Arabia have tried a variety of tactics in an effort to improve the level of satisfaction experienced by their customers (Alqahtani & Al Farraj, 2016). These include the provision of individualized pricing strategies, the making of financial investments in the infrastructure of the network with the aim of increasing both the level of service and the scope of coverage that is provided, the provision of effective customer service, and the development of solid reputations for the respective brands (Talet, Shawosh, & Al-Saeed, 2011). Yet, the degree to which these techniques are successful in raising levels of customer satisfaction is directly proportional to the individual requirements and preferences of the target audience .…”

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

“…Njuguna and Mirugi (2017) showed that service quality has a positive influence on service delivery and relationship management enhances service delivery. In Saudi Arabia Talet et al (2011) cited that perceived quality of service offered by mobile telecom companies yield the most influence to customer satisfaction. Arora (2013) and Toyese (2014) showed that service quality affects the customer intention to stay with a particular service provider.…”