The Antecedents and Consequence of Customer Relationship Management Performance

Abstract

Nowadays, customer relationship management is an important marketing strategy to retain the customer. Many literatures proved that by maintaining a good relationship with the customers, they will come back to the premise. This empirical paper investigates the antecedent factors of customer relationship management performance and its impact on electronic banking adoption. This is subjected to a thorough validation process from a valid sample of 325 electronic banking customers in Malaysia via exploratory factor analysis for validity and reliability assurance. Seventy-four original items was tested in this preliminary analysis. The results indicate 39 constructs measuring social value, ease of use, delivery performance, economic value, usefulness, privacy; customer relationship management performance and electronic banking adoption satisfied the rigorous validation. This paper will end with the completed original hypothesized model ready for confirmatory factor analysis (CFA). Structural equation modeling was used since it has the ability to examine a series of dependence relationships simultaneously.