Mobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness

Jassim Ahmad Al-Gasawneh,Batool Al Khoja,Qais Hammouri,Marhana Mohamed Anuar,Nawras M Nusaira,Marzouq Ayed Al-Qeed

doi:10.5267/j.ijdns.2021.12.010

Jassim Ahmad Al-Gasawneh, Batool Al Khoja + Show 4 more

Open Access

https://doi.org/10.5267/j.ijdns.2021.12.010

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Abstract

Customers' online shopping intentions have not changed in response to technological advancements, making it difficult for businesses and marketers to invent new strategies to maintain long-term relationships with customers and encourage them to repurchase despite unprecedented technological advancements around the world. Following these issues, the current study investigated how M-CRM, Perceived Ease of Use, and Perceived Usefulness influenced Post-Purchase Behavior, as well as how Ease of Use and Perceived Usefulness mediated the relationship between M-CRM and Post-Purchase Behavior. The study introduces the Unified Theory of Acceptance and Use of Technology as a theoretical framework to accomplish this goal. The 239 responses were evaluated using Smart Partial Least Squares after the data was obtained from a random sample of Jordanian consumers. M-CRM, as well as Perceived Ease of Use and Perceived Usefulness, had a beneficial influence on post-purchase behavior, according to the data. Perceived Usefulness and Ease of Use The relationship between M-CRM and Post-Purchase Behavior was impacted by usefulness. Companies might use these facts to develop a marketing strategy for Jordanian customers.

Highlights

In the internet digitalized world, repurchasing an online service equals a returning customer in the real world, and reusing an online service means that the customer has used the service previously (Kianpour et al, 2017; Wang et al, 2018)
Kuo et al (2009) suggested that post-purchase behavior be used as a unidimensional variable; Alalwan et al (2016) suggested that perceived ease of use be used as a unidimensional variable; Alalwan et al (2016) suggested that perceived usefulness be used as a unidimensional variable, all construction scales are based on a 5-point Likert scale
The moderating influence of ease of use and perceived usefulness on the link between mobile-customer relationship management and post-purchase behavior was investigated in relation to such hypotheses, which formed the fourth and fifth hypotheses (H4 & H5)

Summary

Introduction

In the internet digitalized world, repurchasing an online service equals a returning customer in the real world, and reusing an online service means that the customer has used the service previously (Kianpour et al, 2017; Wang et al, 2018). Online shopping platforms are crucial for businesses to expand and sustain their operations, as well as to create a continual post-purchase effect (Wulfert, 2019; Nusairat et al, 2021). Post-purchase behavioral intention is defined as the future behavior commitment to buy a product or service or the link with a provider when other options are available. Reuse intention and post-purchase behavior are the willingness of the customer to rebuy from the same place, and according to Mouri (2005), Customer satisfaction is an important notion in marketing since it is seen to be a substantial determinant of repeat sales, word-of-mouth, and customer loyalty. Positive post-purchase behavioral intention is the key source of future revenues and is regarded as the most significant managerial component in winning market share. In Jordan, companies and organizations compete fiercely in the retail and other industries to increase their ability to retain customers by increasing the possibility that they will make another purchase, whether electronic or traditional (Al-Gasawneh et al, 2020; Shaon & Rahman, 2015)

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