The impact of e-service quality and ease of use of e-customer relationship management: a study of mobile phone services in Jordan
by Bilal Ali Yaseen Al-Nassar
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 13, No. 2, 2021

Abstract: In the use of technology and human resources, e-customer relationship management (e-CRM) plays a key role in clarifying customer behaviour and their value. With the use of such systems, businesses can reap the benefits of customer repeat purchase, word-of-mouth, customer retention, brand loyalty and customer satisfaction. This study tested two components of customer factor namely e-service quality (ESQ) and ease of use (EOU) in their role as antecedents of e-CRM performance from the point of view of the employees of food industry companies (FIC) in Jordan. Based on the analysed data both variables positively and significantly related to e-CRM performance. The study conducted a review of relevant studies and presented an extensive discussion of the development of the research model underpinned by the technology acceptance model (TAM), upon which the formulation of hypotheses was made. The study provided a detailed description of data collection, study sample, results and discussions of findings.

Online publication date: Mon, 17-Jan-2022

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