Title: The impact of CRM components system on customer retention in the telecom industry: a case of Y-Telecom in Yemen
Authors: Wail Alhakimi; Abdulsalam Ghaleb
Addresses: Taiz University, 6803 Taiz, Yemen ' Lebanese International University, 18644 Sana'a, Yemen
Abstract: This paper aims to identify customer relationship management components (call centre, service centre, and data mining) and their role in influencing customer retention through customer satisfaction in telecom industry. The study used a descriptive analytical method to answer the questions of the study. A questionnaire was used as a tool for data collection. The sample consists of 317 Y-Telecoms' subscribers. The study showed that there is an effect of CRM system components in achieving customer retention. Data mining is deemed the highest component of the technological elements in CRM, which contributed in achieving customer retention. However, the call centre is the lowest component, which requires more work and development. Customer satisfaction - the intervening variable - showed no correlation with customer retention. The study recommends the call centre staff to improve their communication skills and focusing on data mining process to make better services for clients and employ them in marketing to target customers individually.
Keywords: customer relationship management; CRM components; call centre; service centre; data mining; customer satisfaction; customer retention; Y-Telecom; Yemen.
Middle East Journal of Management, 2019 Vol.6 No.4, pp.378 - 409
Available online: 11 Jun 2019 *Full-text access for editors Access for subscribers Purchase this article Comment on this article