Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

Abstract

Undeniably, the telecommunication industry is changing radically. Today, communication is becoming the nerve of the life. In particular, mobile phone service industry is gaining popularity and importance all around the world and as mobile usage is growing rapidly, telecommunication marketers are developing new strategies to take advantage of the potential customers. Companies including communication companies are putting much more emphasis on customer relationship management (CRM) as a tool for managing customer relationship and to increase customer satisfaction and loyalty. E-CRM emerges from the internet and web technology to facilitate the implementation of CRM. E-CRM performance as the amount of improvement that companies achieve in customer relationship strength, sales effectiveness, and marketing efficiency after implementing CRM technology. This study examines the influence of e-CRM performance on customer loyalty in Jordanian telecommunication industry. Data were gathered from students in various universities in Jordan using survey method. Using regression analysis, the results supported that e-CRM performance significantly related to customer loyalty. The theoretical implications and managerial implications of these findings are discussed.