The effect of information technology (IT) capabilities and customer relationship management (CRM) on marketing performance : an empirical study on commercial Jordanian banks in Amman
Dissertant
Thesis advisor
Comitee Members
al-Shaibi, Hamdi
Abu Rumman, Asad Hammad
University
Middle East University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2012
English Abstract
This study aimed to measure The Effect of Information Technology (IT) Capabilities and Customer Relationship Management (CRM) on Marketing Performance _ An Empirical Study on Commercial Jordanian banks in Amman .
The study sample included general and branch managers that were working in Commercial Jordanian banks in Amman that apply IT on CRM performance (150) Questionnaires were distributed to them, but (131) questionnaires were recovered and only (117 ) questionnaires were suitable for statistical analysis with a rate of (78%).
The study contains five chapters.
The first chapter reviews problem , goals , importance , hypotheses of study .The second chapter includes the previous studies in the same area .The third chapter containes the methodology , population , sample , tools , and variables study.
The fourth chapter shows the statistical analysis results within testing of hypotheses.
The fifth chapter discusses the results and recommendations which the researcher suggests.
Two software packages are used in statistical analysis; SPSS (statistical package for social sciences) for test direct effects and Amos – 7 for indirect effect.
The study results show that there is significant positive direct effect of CRM on marketing performance and indirect significant positive effect of IT capabilities on marketing performance.
Main Subjects
Marketing
Financial and Accounting Sciences
Topics
No. of Pages
108
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : General framework.
Chapter Two : Theoretical frame work and previous studies.
Chapter Three : Method and procedures.
Chapter Four : Results and hypothesis testing.
Chapter Five : Results analysis and recommendation.
References.
American Psychological Association (APA)
Sirbil, Maryam. (2012). The effect of information technology (IT) capabilities and customer relationship management (CRM) on marketing performance : an empirical study on commercial Jordanian banks in Amman. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697406
Modern Language Association (MLA)
Sirbil, Maryam. The effect of information technology (IT) capabilities and customer relationship management (CRM) on marketing performance : an empirical study on commercial Jordanian banks in Amman. (Master's theses Theses and Dissertations Master). Middle East University. (2012).
https://search.emarefa.net/detail/BIM-697406
American Medical Association (AMA)
Sirbil, Maryam. (2012). The effect of information technology (IT) capabilities and customer relationship management (CRM) on marketing performance : an empirical study on commercial Jordanian banks in Amman. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-697406
Language
English
Data Type
Arab Theses
Record ID
BIM-697406
