The influence of electronic service quality on the performance of electronic customer relationship management (e-CRM) in Jordanian telecommunication industry

Customer relationship management is a strategy that can help companies to build long lasting relationships with their customers. Nowadays, the penetration of the internet has dramatically changed the situation because the internet is suitable for the incorporation of CRM applications. Thus, it has changed into electronic e-CRM or e-CRM. Electronic Customer relationship management performance ECRM is a comprehensive business and marketing strategy that integrates people, process, technology and all business activities for attracting and retaining customers over the internet and mobile phone to reduce costs and increase profitability by consolidation the principles of customer loyalty.Therefore, the results of e-CRM performance are repeat purchase, word of mouth, retention, cross buying, brand loyalty and customer satisfaction. The keen competitive in the communication and mobile phone service market place and the increasing numbers of mobile phone users all over the world has influence the researchers to investigate factors that contribute to e-CRM performance. This study investigates the influence of electronic service quality on electronic customer relationship management performance in mobile phone services industry. Out of 850, 488 questionnaires have returned and analyzed. The analysis shows that electronic service quality was positively related to e-CRM performance. The limitations and recommendations for future research were also included in this study