The Mediation Role of Social Customer Relationship Management (CRM) Performance Between E-CRM Antecedents and Customer Loyalty: A Study of Internet Users in Jordan
DOI:
https://doi.org/10.56294/saludcyt20251477Keywords:
Social CRM, e-CRM Antecedents, Enjoyment, Usefulness, Usability, Customer Loyalty, JordanAbstract
Introduction: Electronic Customer Relationship Management (e-CRM) refers to a business strategy that facilitates interaction with customers for enhanced customer satisfacción, customer loyalty of potential customers to the business website .
Methods: Aim of this study was to clarify the impact of e-CRM Antecedents with its dimensions (enjoyment, usefulness and usability) on customer loyalty through social CRM was identified and social CRM performance with customer loyalty. The researcher’s development model based on underpinning model, method adopted to achieve the study objectives. the data collection process and the outcome of data analysis. A convenience sample was taken from 500 internet users in Jordan, with valid responses being 448. The study adopted a quantitative method involving statistical analysis, primarily using Smart PLS software. Both statistical and empirical evidences were used to predict actual e-CRM practice and towards end of study.
Results: Based on the findings, the study found an impact of E-CRM Antecedents with its dimensions (enjoyment, usefulness and usability) on customer loyalty of the online environment in Jordan, with the results indicating that users have made use of E-CRM relationship management in line with peeling abreast of modern developments in Jordan.
Conclusions: The study provides insight into the perceptions of managers concerning the the impact of e-CRM antecedents and customer loyalty of internet users in Jordan, the Jordanian context and identification of additional factors influencing e-CRM is crucial to provide insight into how Social CRM and e-CRM can be enhanced.
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