Title: The customer trust and customer commitment of e-customer relationship management: study at Jordan of mobile phone services
Authors: Bilal Ali Yaseen Al-nassar
Addresses: Department of Management Information Systems, Faculty of Business and Finance, The World Islamic Sciences and Education University (WISE), Amman 11947, Jordan
Abstract: E-customer relationship management (e-CRM) performance aims to lay the groundwork for the relationship between customer and service providers. The relevant tangible and intangible results of such performance include repeat purchase, word of mouth, retention, brand loyalty and customer satisfaction. Two customer factor components namely customer trust and customer commitment were tested in the present study as the major antecedents of e-CRM performance and the analysis findings confirmed that both are positively and significantly related to e-CRM performance. The present paper provided an overview of the relevant literature review, a discussion of the research model development based on Technology Acceptance Model (TAM), data collection, sample, hypothesis and results. The researcher supported the study model with empirical and statistical evidences that can be utilised for the prediction of actual e-CRM and provided suggestions to managers in the way e-CRM performance can be improved particularly in the context of mobile phone services.
Keywords: e-CRM performance; customer relationship management; electronic CRM; TAM; technology acceptance model; customer commitment; customer trust; customer loyalty; Jordan; mobile phone services; mobile phones; cell phones.
International Journal of Electronic Customer Relationship Management, 2015 Vol.9 No.1, pp.33 - 55
Accepted: 25 Jan 2015
Published online: 18 Jul 2015 *