Abstract
The role of customer relationship management success factors on enhancing the mental image of telecommunications companies in Jordan
Highlights
Customer Relationship Management (CRM) is one of the most important business strategies and systems that enable organizations to get closer to their customers and make their main focus for any successful business, to improve customer service, better serve their needs, enhance customer satisfaction and thereby maximize customer loyalty and retention
The current study aimed at examining the role of CRM success factors on enhancing the mental image of telecommunication companies’ customers in Jordan
The customer relationship success factors were the independent variables and the mental image is the dependent variable. It is concluded from the results of the study that CRM success factors are responsible for creating a mental image
Summary
Customer Relationship Management (CRM) is one of the most important business strategies and systems that enable organizations to get closer to their customers and make their main focus for any successful business, to improve customer service, better serve their needs, enhance customer satisfaction and thereby maximize customer loyalty and retention. CRM can be interpreted as a rotating process through which companies can interact with their customers, generating, aggregating, and analyzing customer data, and employing the results for service and marketing activities on a daily bases (Almiman, 2019; Seybold, 2001; Hayati et al, 2020). The researchers in the current study will adopt the CRM success factors which appeared in Alamgir and Shamsuddoha (2015) study to examine their influence on the mental image of the telecommunications companies in Jordan according to the perspective of the Jordanian citizens through the year 2019. The researchers added to the variables the ideas of employees' attitude and knowledgeability to understand their influence on the mental image as success factors
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