User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry

Q3 Decision Sciences International Journal of Customer Relationship Marketing and Management Pub Date : 2022-01-01 DOI:10.4018/ijcrmm.289208

M. Abbad, I. Magboul, F. Jaber, Wasfi Alrawabdeh

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引用次数: 2

Abstract

The implementation of Customer Relationship Management (CRM) has become increasingly important to scholars and practitioners over the last two decades. This study examined the relationships between user antecedents, CRM implementation, and customer outcomes. Its aims were to identify CRM user antecedents, explore the impact of these antecedents on CRM implementation, and examine the connection between CRM implementation and customer outcomes: loyalty, retention, and satisfaction. A quantitative method was employed consisting of a structured questionnaire. A total of 290 completed questionnaires were returned and analyzed with structural equation modelling techniques. The results indicated there were significant positive relationships between four out of five antecedents and CRM implementation; however, an impact of user involvement was not supported by the data. CRM implementation was also found to positively affect all three customer’s outcomes: loyalty, retention, and satisfaction. These findings are of practical and theoretical value to practitioners, customers, and policy makers

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约旦服务行业的用户前因、CRM实施和对客户结果的影响

在过去的二十年里，客户关系管理(CRM)的实施对学者和从业者来说变得越来越重要。本研究考察了用户前因、CRM实施和客户结果之间的关系。其目的是确定CRM用户前因，探索这些前因对CRM实施的影响，并检查CRM实施与客户结果之间的联系:忠诚度、保留和满意度。本研究采用结构化问卷的定量方法。共收回290份问卷，并采用结构方程建模技术进行分析。结果表明，5个前因中有4个与CRM实施存在显著正相关;然而，数据并不支持用户参与的影响。客户关系管理的实施也被发现积极影响所有三个客户的结果:忠诚度，保留和满意度。这些发现对从业者、客户和政策制定者具有实践和理论价值

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