The Perception of Customer Relationship Management Adoption: Case of Mobile Companies in Saudi Arabia

Amine Talet,Saeed Al-Saeed,Mazen Shawosh

doi:10.5171/2011.940658

Abstract

The purpose of this study is to ascertain customer satisfaction perception of Customer Relationship Management (CRM) adoption by mobile telecom companies in Saudi Arabia. This study surveys more than 440 mobile telecom customers to investigate their opinion about the quality of offered customer services by mobile telecom companies and its impact on customer satisfaction and hence customer. The study concentrates on the main three channels used by mobile companies to provide customer services (customer service offices, phone operator and web site services). Empirical findings present evidence that the quality of customer service significantly affect customer satisfaction and thus customer loyalty. It is found that the majority of customers preferred to use phone operator than office customer services.

Highlights

In today’s globalised and borderless market, quality, productivity and satisfaction of customers pose a challenge for the survival and growth of all firms
The results for this study show that perceived quality of service for customer service channels offered by mobile telecom companies in Saudi Arabia yield the most influence to customer satisfaction
We have seen that improvement of such customer service provides the highest customer satisfaction in return

Summary

Introduction

In today’s globalised and borderless market, quality, productivity and satisfaction of customers pose a challenge for the survival and growth of all firms. These growth and survival demands are further expanded by the need to attract and retain loyal customers. The telecommunication industry’s role in an economy cannot be underemphasized This is because it is the means through which all daily transactions and activities are undertaken. It aids decision making, organizing, influencing, activating, instructing, providing feedback, promoting interpersonal and business relationships as well as exchange of information. Due to the poor performance of many of these telecommunication firms, in the developing countries, governments have had to intervene

Objectives

Results

Conclusion