Investigating the impact of E-CRM on customer loyalty : a case of B2B in Zain company in Jordan

العناوين الأخرى

أثر إدارة علاقات الزبائن الإلكترونية في ولاء الزبائن : دراسة حالة الأعمال إلى الأعمال في شركة زين في الأردن

مقدم أطروحة جامعية

Rabbai, Rula Abd al-Qadir

مشرف أطروحة جامعية

al-Shurah, Muhammad Salim

أعضاء اللجنة

Abu Rumman, Asad Hammad
Khraim, Hamzah Salim

الجامعة

جامعة الشرق الأوسط

الكلية

كلية الأعمال

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2013

الملخص الإنجليزي

Customers are the main driver for the organization’s success and survival; that is why organizations seek to meet customers’ demands and expectations to gain profit and competitive advantage.

The widespread of using websites and increased organizations’ orientation to serve customers electronically to reduce costs and provide effective, efficient and real times services to enhance customer satisfaction and loyalty , the organizations move towards Electronic Customer Relationship Management (E-CRM) which is defined as “ a new concept of CRM concerned with creation, development and enhancement of individualized customer relationship to maximize the total customer life-time value”.

The purpose of the study is to investigate the impact of E-CRM on Customer Loyalty in “Zain” Company in Jordan, where the study is focused on exploring the impact of E-CRM according to (Information Quality, Customer Service Quality, Personalization level and Fulfillment) on Customer Loyalty according to (Attitudinal and Behavioral Loyalty) as a case study of B2B in “Zain” Company in Jordan.

The study targeted “Zain” business customers whose numbers exceed approximately (17.000).

The sample of this study included (500) business customers employees who were selected randomly from a list of companies registered at “Zain” Company's registry from different job positions, which was provided by an employee at “Zain” company to the researcher.

The total of (481) usable questionnaires were collected giving response rate of (96.2%) of the total questionnaire distributed.

The statistical analysis used different statistical methods and in addition to the Statistical Package for Social Science Program (SPSS) showed numerous important results, particularly the medium level of attitudinal and behavioral loyalty for customers in “Zain” Company.

The study also confirmed that there is an effect for Electronic Customer Relationship Management (E-CRM) including Information Quality, Customer Service Quality, Personalization Level and Fulfillment on Customer loyalty that includes attitudinal and behavioral loyalty in “Zain” company in Jordan.

Finally, the below study presentes below some recommendations and conclusions for “Zain” Company and researchers in this area:  Increase the awareness among “Zain” company staff that are specialized of E-CRM and train them on using it in the right way, because it will be more helpful for enhancing the relationship between “Zain” Company and its customers.

التخصصات الرئيسية

إدارة الأعمال
هندسة الاتصالات

الموضوعات

• الإدارة
• التجارة الإلكترونية
• دراسات الحالة
• الأردن
• الاتصالات السلكية و اللاسلكية
• علاقات العملاء
• خدمات العملاء

عدد الصفحات

103

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-698320