User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry

Muneer M. Abbad, Ibrahim Hussien Musa Magboul, Faten Jaber, Wasfi Alrawabdeh

Source Title: International Journal of Customer Relationship Marketing and Management (IJCRMM)13(1)

ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781683181552|DOI: 10.4018/IJCRMM.289208

MLA

Abbad, Muneer M., et al. "User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry." IJCRMM vol.13, no.1 2022: pp.1-24. http://doi.org/10.4018/IJCRMM.289208

APA

Abbad, M. M., Magboul, I. H., Jaber, F., & Alrawabdeh, W. (2022). User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-24. http://doi.org/10.4018/IJCRMM.289208

Chicago

Abbad, Muneer M., et al. "User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry," International Journal of Customer Relationship Marketing and Management (IJCRMM) 13, no.1: 1-24. http://doi.org/10.4018/IJCRMM.289208

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Abstract

The implementation of Customer Relationship Management (CRM) has become increasingly important to scholars and practitioners over the last two decades. This study examined the relationships between user antecedents, CRM implementation, and customer outcomes. Its aims were to identify CRM user antecedents, explore the impact of these antecedents on CRM implementation, and examine the connection between CRM implementation and customer outcomes: loyalty, retention, and satisfaction. A quantitative method was employed consisting of a structured questionnaire. A total of 290 completed questionnaires were returned and analyzed with structural equation modelling techniques. The results indicated there were significant positive relationships between four out of five antecedents and CRM implementation; however, an impact of user involvement was not supported by the data. CRM implementation was also found to positively affect all three customer’s outcomes: loyalty, retention, and satisfaction. These findings are of practical and theoretical value to practitioners, customers, and policy makers