The Effects of Customer Relationship Management (CRM) Practices in the Egyptian Mobile Telecommunications Market on Customer Satisfaction, Loyalty and Corporate Image
The mobile telecommunications industry is rapidly growth thanks to a set of technologies, which potentially enable a large variety of innovative services. So with this expansive growth many opportunities for business and mobile service providers are made. To distinguish its service from another’s, satisfy customers and build a loyal customer base, a mobile service provider must look beyond technology and appeal to their customers’ individuality through CRM. Customer relationship management (CRM) practices seem to have all the characteristics commonly associated to successful mobile services and accordingly have been predicted among the most promising ones. This study was conducted in Egypt. The data collected from subscribers of MobiNil, Vodafone Egypt and Etisalat Egypt, the three mobile companies operating in Egypt. It investigates the effects of CRM practices on customer satisfaction, and the effect of customer satisfaction on customer loyalty and corporate image. In general, all of the hypotheses tested were supported. Findings indicated that CRM practices; optimization of mobile service quality, customization, reward programs and customer service, respectively, all have significant positive effects on customer satisfaction. Customer satisfaction has a strong positive effect on corporate image and loyalty, and finally, results indicated that strong corporate image of mobile service providers will increase customers' loyalty.
|Journal||Arab Journal of Administration|
|Publisher||The Arab Administrative Development Organization (ARADO)|