Maintaining Customer Loyalty Using Electronic Customer Relationship Management (E-CRM): Qualitative Evidence from Small Food Businesses in Jordan

Abstract

The current study aims at providing understanding and practical insights of how to maintain customer loyalty using E-CRM from perspectives of small food businesses in Jordan. The qualitative design of research is adopted. Semi-structured and face-to-face interviews have been conducted with eight executives to generate data from target interviewees in different Jordanian food companies. Using thematic analysis for interviews and based on executives perspectives, this study provides customer loyalty concepts, benefits, tools, and measurements. Moreover, this study also investigates the benefits of E- CRM, E-CRM tools, and how customer loyalty could be enhanced by E-CRM. The results of the thematic analysis found that social media and telemarketing are the most common tools of E-CRM that are adopted by food companies. Sales frequency and sales records are the most common criteria for customer loyalty measurement. Furthermore, complaints handling, post sales services, customer following up, and maintaining customer relationship are the most critical tactics of E-CRM that are adopted by food companies to enhance customer loyalty. The study recommends that customer loyalty practices are not well established by food companies; however, adopting E-CRM practices are critical issues for maintaining customer loyalty.