The impact of electronic customer relationship management strategies on customer loyalty: A mediated model
This study investigated the impact of electronic customer relationship management (e-CRM) strategies (functional and personal dimensions) on customer loyalty in the Jordanian telecommunication sector. The mediating role of perceived customer relationship quality (cognitive and an emotional dimension...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-12-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853123002512 |
| _version_ | 1827584859941371904 |
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| author | Sima Magatef Manaf Al-Okaily Laila Ashour Tala Abuhussein |
| author_facet | Sima Magatef Manaf Al-Okaily Laila Ashour Tala Abuhussein |
| author_sort | Sima Magatef |
| collection | DOAJ |
| description | This study investigated the impact of electronic customer relationship management (e-CRM) strategies (functional and personal dimensions) on customer loyalty in the Jordanian telecommunication sector. The mediating role of perceived customer relationship quality (cognitive and an emotional dimensions) was tested in this relationship. Data was collected via online survey from 301 Jordanian online shoppers and analysed using structural equation modelling (AMOS). The results showed a significant and positive impact of the functional dimension on customer loyalty, while the personal dimension negatively affected it. However, the functional and personal dimensions had a positive effect of on perceived customer relationship (CR) quality, as it positively affected customer loyalty. Hence, CR quality is indirectly impacted the relationship between the functional dimension and customer loyalty; in other words, CR quality mediated the relationship between the personal dimension and customer loyalty. The study’s findings enhance the current understanding of the relationship between e-CRM strategies and customer loyalty in a context specific bounded to Jordan. In addition, it provides evidence of the mediating role of CR quality in the Jordanian telecommunication sector. This research suggests practical strategies for the Jordanian telecommunication industry to enhance customer loyalty. |
| first_indexed | 2024-03-08T23:37:22Z |
| format | Article |
| id | doaj.art-080f935142d74ad08e73488c027875ee |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-03-08T23:37:22Z |
| publishDate | 2023-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-080f935142d74ad08e73488c027875ee2023-12-14T05:22:37ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312023-12-0194100149The impact of electronic customer relationship management strategies on customer loyalty: A mediated modelSima Magatef0Manaf Al-Okaily1Laila Ashour2Tala Abuhussein3Faculty of Administrative & Financial Sciences, University of Petra, Amman 11196, JordanSchool of Business, Jadara University, Irbid 21111, Jordan; Corresponding author.Faculty of Administrative & Financial Sciences, University of Petra, Amman 11196, JordanFaculty of Administrative & Financial Sciences, University of Petra, Amman 11196, JordanThis study investigated the impact of electronic customer relationship management (e-CRM) strategies (functional and personal dimensions) on customer loyalty in the Jordanian telecommunication sector. The mediating role of perceived customer relationship quality (cognitive and an emotional dimensions) was tested in this relationship. Data was collected via online survey from 301 Jordanian online shoppers and analysed using structural equation modelling (AMOS). The results showed a significant and positive impact of the functional dimension on customer loyalty, while the personal dimension negatively affected it. However, the functional and personal dimensions had a positive effect of on perceived customer relationship (CR) quality, as it positively affected customer loyalty. Hence, CR quality is indirectly impacted the relationship between the functional dimension and customer loyalty; in other words, CR quality mediated the relationship between the personal dimension and customer loyalty. The study’s findings enhance the current understanding of the relationship between e-CRM strategies and customer loyalty in a context specific bounded to Jordan. In addition, it provides evidence of the mediating role of CR quality in the Jordanian telecommunication sector. This research suggests practical strategies for the Jordanian telecommunication industry to enhance customer loyalty.http://www.sciencedirect.com/science/article/pii/S2199853123002512Electronic customer relationship managementCustomers relationship qualityCustomer loyaltyTelecommunication sectorJordan |
| spellingShingle | Sima Magatef Manaf Al-Okaily Laila Ashour Tala Abuhussein The impact of electronic customer relationship management strategies on customer loyalty: A mediated model Journal of Open Innovation: Technology, Market and Complexity Electronic customer relationship management Customers relationship quality Customer loyalty Telecommunication sector Jordan |
| title | The impact of electronic customer relationship management strategies on customer loyalty: A mediated model |
| title_full | The impact of electronic customer relationship management strategies on customer loyalty: A mediated model |
| title_fullStr | The impact of electronic customer relationship management strategies on customer loyalty: A mediated model |
| title_full_unstemmed | The impact of electronic customer relationship management strategies on customer loyalty: A mediated model |
| title_short | The impact of electronic customer relationship management strategies on customer loyalty: A mediated model |
| title_sort | impact of electronic customer relationship management strategies on customer loyalty a mediated model |
| topic | Electronic customer relationship management Customers relationship quality Customer loyalty Telecommunication sector Jordan |
| url | http://www.sciencedirect.com/science/article/pii/S2199853123002512 |
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