Investigating the impact of E-CRM on customer loyalty : a case of B2B (business to business Zain’s customers)‎ in Zain company in Jordan

الملخص EN

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, To achieve the goal of this study, a questionnaire was developed and distributed to (500) of Business Customers employees in different job positions, who were selected randomly from a list of companies registered at Zain.

Having reviewed the data, (19) questionnaires were excluded due to their invalidity for statistical analysis purposes.

Accordingly, the study sample consisted of (481) questionnaires representing (96.2%) of the original study sample.

Descriptive statistical methods (means and deviations) and multiple methods were used to answer the questions of the study and test the hypothesis.

The study revealed that ' There is significant effect of the E-CRM according to (Information quality, customer service quality, personalization level and fulfillments) on customer loyalty according to (behavioral loyalty and attitudinal loyalty), in Zain Company.