An examination of customer relationship management dimensions and employee-based brand equity: A study on ride-hailing industry in Saudi Arabia

• Published in: Research in transportation business & management 2022-06, Vol.43, p.100719, Article 100719
• Main Authors: Hanaysha, Jalal Rajeh, Al-Shaikh, Mohammed Emad
• Format: Article
• Language: English
• Subjects: And technology-based CRM; CRM organization; Customer orientation; Customer relationship management; Employee-based brand equity; Knowledge management
• ISSN: 2210-5395; 2210-5409
• DOI: 10.1016/j.rtbm.2021.100719

The purpose of this study was to explore the effect of customer relationship management (CRM) dimensions on employee-based brand equity. By looking at the past literature, it can be noticed that the majority of earlier studies on brand equity examined it from customers' perspective, while the employees' perspective received less emphasis. Thus, the required data was obtained using a survey tool from 164 employees in the ride-hailing industry in Saudi Arabia. The obtained data was analyzed by the Covariance-Based Structural Equation Modeling (CB-SEM) method to test the hypothesis and reach at conclusions. The findings showed that CRM in general has a positive effect on employee-based brand equity. Specifically, it was found that CRM organization has a significant positive impact on employee-based brand equity. It was also verified that knowledge management and customer orientation have positive effects on overall employee-based brand equity. Finally, the results confirmed that technology-based CRM has a significant positive impact on employee-based brand equity. These results add to the body of literature on this topic and verify the significance of customer relationship management dimensions in affecting employee-based brand equity.