Abstract
The purpose of this paper is to examine the inter-relationships among customer satisfaction (CS), knowledge about customer relationship management (CRM) program, customer attitude and their effect on relationship share. The study also attempts to find if the moderating role of age exists among these constructs. The findings indicate that customer willingness to engage (CWER) in the relationship are significant predictors of relationship share (RS). The results of the study also show that customer willingness to participate in the relationship is dependent on the attitude of customer toward firm which is further dependent on knowledge about CRM program. One more notable finding of the study states that age plays a moderating role in CS and customer willingness to engage in the relationship. In addition to contributing towards academic knowledge, the findings of the present study will help the practitioners to design CRM program better and reap its maximum benefits.
Published Version
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