Customer relationship management implementation

Purpose - The purpose of this paper is to examine the generalizability of the customer relationship management (CRM) scale originally developed by Sin et al. as well as to investigate the strength of linkages between CRM implementation components and business performance in Jordan's financial s...

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Bibliographic Details
Published in:International journal of commerce and management 2011-06, Vol.21 (2), p.158-190
Main Authors: Akroush, Mamoun N, Dahiyat, Samer E, Gharaibeh, Hesham S, Abu-Lail, Bayan N
Format: Article
Language:English
Subjects:
Academic marketing
Brand loyalty
Customer relations
Customer relationship management
Customers
Developing countries
Emerging markets
Financial services
International
International finance
LDCs
Literature reviews
Management science
Philosophy
Studies
Technological planning
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Summary:Purpose - The purpose of this paper is to examine the generalizability of the customer relationship management (CRM) scale originally developed by Sin et al. as well as to investigate the strength of linkages between CRM implementation components and business performance in Jordan's financial service organizations (FSOs).Design methodology approach - Using a quantitative methodology, data were collected through a survey that included FSOs that are operating in the Jordanian market. The original adopted CRM scale was administered to 12 banks and 18 insurance companies that were found to be implementing CRM. An overall number of 320 questionnaires were sent to these banks and insurance companies' top management members who were directly involved in CRM implementation and performance assessments. Exploratory and confirmatory factor analyses were used to assess the generalizability of the CRM scale developed by Sin et al. Structural path model analysis was also used to test the research hypotheses concerning the relationship between CRM implementation and business performance.Findings - The results suggest that the CRM implementation scale originally developed by Sin et al. does generalize to a Jordanian FSOs context. The findings indicate that there is a positive and significant relationship between CRM implementation components and FSOs' business performance comprised of financial and marketing performances. CRM organization and technology-based CRM are the strongest predictors of variations in FSOs' business performance.Originality value - This paper is the first systematic research project in Jordan that isdevoted to investigating the scale and components of CRM implementation in Jordan and in the Middle East.
ISSN:1056-9219
2059-6014
1758-8529
2059-6022
DOI:10.1108/10569211111144355