International Journal of Electronic Customer Relationship Management
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International Journal of Electronic Customer Relationship Management (6 papers in press)
Influence of customer relationship management on customer behavior, a moderating role of social media in bank and financial institutions. by Pramis Baral, Binod Krishna Shrestha Abstract: The influence of customer relationship management on customer behavior is an issue of emerging debate. This study examines the perceived influence of customer relationship management on customer behavior among 304 bank customers from Nepali bank and financial institutions. This research uses quantitative methodology. This study asserts that customer relationship management has a positive influence on customer behavior. It is also observed that social media fail to accept the moderating role between customer relationship management and customer behavior. However, the results confirm the direct relationship of social media with customer behavior. This research provides invaluable insights to researchers, scholars and bank managers. Keywords: customer relationship management; social media; customer behavioral output.
Marketing communication in the digital age: Exploring Cultural Historical Activity Theory (CHAT) in examining Facebook's advertising platform. by Mohammed Nuseir Abstract: Facebook is the leading social media platform with more than 1.8billion users. The growth of Facebook has been a phenomenon and the demographics of its users cuts across all social strata. Businesses have taken note of Facebooks online presence and are increasingly advertising on Facebook. The total number of advertisements on Facebook over the past 5 years has continued to grow exponentially. The Facebook platform is increasingly becoming a link between businesses and clients. In understanding the role of Facebook in creating a link, there is a need to draw in a theoretical framework that identifies the importance of technology mediation between Subjects and Objects. rnThe Cultural Historical Activity Theory or CHAT or Activity Theory is a theory that explicates the role of technology as a mediator between different groups of users. This theory identified five key components that establish the importance of mediating factors' in such a way that the users' ability to beneficially employ technology is enhanced. These factors include Subjects, Community, Tools, Division of labor and Rules. The use of Facebook to reach the customers can be explored within the theoretical lens of CHAT. The nature of communication passed between the advertiser, and its customers have to be done within the boundaries of these CHAT factors. rn Keywords: Communication; Social media platform; Technology mediation; Digital Age; Cultural-Historic Activity Theory (CHAT).
Clarifying the Effect of Customer Knowledge Management to Improve Business Performance of Banks: Considering the Role of Electronic Customer Relationship Management by Abbas Ali Rastgar, Ebrahim Esmaili, Reihaneh Naderi, Amin Hemmati Abstract: All companies need to create a better and more powerful customer knowledge management for improving customer satisfaction and business performance. A number of studies have examined the positive effects that customer knowledge management may have on business performance and also a number of studies have examined the positive effects that customer relationship management may have on business performance. But the main objective of this study is to evaluate the role of electronic customer relationship management on relationship between customer knowledge management and business performance. The research population is Mellat bank's clients in Tehran. For data analysis, structural equation modeling is used. The results showed that customer knowledge management and electronic customer relationship management are affecting direct factors on business performance also there is indirect effect between customer knowledge management and business performance through electronic customer relationship management. On the other hand, both analytical and operational customer relationship management have effect on business performance. Keywords: Customer Knowledge Management; Electronic Customer Relationship Management; Business Performance.
A new model for assessing the impact of cloud computing on customer retention by Lila Rajabion Abstract: The information and communication technologies (ICT) usage can enhance business competitiveness and has provided many benefits for medium-sized organizations to compete with large ones. Cloud computing is one of the popular technology that changes customer-business interaction. Consequently, the main purpose of this study is to study the influence of cloud computing (cost, virtualization, agility, and scalability & elasticity) on customer retention. The data for this study is obtained from the questionnaire. SMART-PLS 3.0 was employed to examine the data which were randomly collected from the Nobug Tejarat Asia Company. The examination was done in three stages to compute PLS model criteria containing an assessment of reliability and validity, assessment of structural model, and assessment of overall model using GOF. To be successful, organizations must look into the needs and wants of their customers. The customers have a dominant role in any business and satisfying the businesss customers and attracting new ones are the major objectives of it. Customer satisfaction is fundamental that it cannot be regarded as a separate function in business. Also, recently, cloud computing changed the ways of marketing. Therefore, the main originality of this paper is investigating the role of cloud computing on customer retention. The result showed that cloud computing has a direct effect on customer retention, therefore, the provided hypotheses are supported. The results also indicated that cost has a significant positive influence on customer retention. Virtualization has a significant positive influence on customer retention. In addition, agility has a significant positive influence on customer retention. Also, scalability and elasticity have a significant and positive influence on customer retention. The results will help the organizations to improve their performance using cloud services. Keywords: Cloud computing; Customer; Retention; Cost; Agility; Virtualization.
The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam by Vinh Tran, Phuong Tran, Nga Vo, Nguyen Nguyen Abstract: The study aims to propose and investigate the influence of different forms of brand communication through social media (Facebook) on dimensions of brand equity, and then analyze the ways in which such dimensions affect overall brand equity in the case of customers of CGV cinema in Vietnam. The study uses data from 315 customers who visited the Facebook page of CGV cinemas. The results of the empirical tests using a structural equation model support the hypotheses. The results indicate that: firm-created content has direct and positive effects on brand awareness/ association and brand loyalty, but an insigni?cant in?uence on perceived quality; user-generated content has a significant influence on brand awareness/association, perceived quality and brand loyalty; and dimensions of brand equity such as brand awareness/association, perceived quality, and brand loyalty have positive significant influences on overall brand equity. Consequently, the relevant implications provide marketers with a better understanding of the effects of each dimension of brand equity on overall brand equity in the cinema industry regarding social media communication. Keywords: social media communication; firm-created content; user-generated content; brand equity; cinema.
Investigating the Moderated Mediation Effect on Customer Relationship Management and Customer Acquisition by Subhasish Das, Manit Mishra, Prasanta Kumar Mohanty Abstract: The study examines the moderated mediation effect of employees experience on Customer Relationship Management (CRM) and Customer Acquisition (CA) through job satisfaction. This study is based on the Gartners framework for successful CRM. First, it explores the effect of Gartner's best CRM practices on CA and then verifies the conditional indirect effect. The study provides empirical evidence on the positive influence of CRM on CA and then tests the moderated mediation effect.
This study is limited to retail chains of "Pantaloons" available in Bhubaneswar, the capital of Odisha, India. The participants in the study are employees of selected retail stores. The study includes almost all store employees to generate the primary data through the questionnaire. More than 300 employees answered the questionnaire, but only 284 responses were complete in all aspects, so the number of participants in the study is 284.
The study uses structural equation modeling (AMOS) to establish a relationship between CRM practices and CA and uses PROCESS (SPSS) to test the effect of moderated mediation. The study finds that the CRM strategy has a significant influence on CA with a standardized regression weight of 0.12. And the study concludes that the employees experience is moderating the relationship between CRM and CA through employees job satisfaction.
The study would be extremely useful for academics and professionals to understand the practical applicability and usefulness of Gartners CRM framework. It also provides information on what and how CRM can be practiced in the real world.
Keywords: CRM; Gartner’s CRM Practices; Customer Acquisition; Moderated Mediation.