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Evaluating electronic customer relationship management system success: the mediating role of customer satisfaction.

1. Introduction

2. literature review, 2.1. theoretical framework, 2.2. gaps in e-crm system literature, 3. research model and hypotheses development, 3.1. customer satisfaction, 3.3. level of service quality, 3.4. technological readiness, 3.5. privacy, 3.6. covid-19, 3.7. customer pressure, 3.8. success of electronic customer relationship management (e-crm), 4. research methodology, 4.1. survey instrument, 4.2. sample and data collection, 4.2.1. data collection procedure and sample data, 4.2.2. sample profile, 5. data analysis and result, 5.1. measurement model, 5.2. structural model, 6. discussion of results, 7. conclusions, 8. research and managerial implications, 9. limitations and directions for future research, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest, appendix a. measurements and sources of research constructs.


Technological Readiness [ , ]	TD1	“I have the resources and technological infrastructure for e-CRM usage”.
	TD2	“The process of e-CRM services usage is (might be) simple for me”.
	TD3	“I have the technological knowledge for e-CRM usage”.
Privacy [ ]	PV1	“I believe that the organization’s site should provide a privacy statement to assure that customer information is treated as confidential”.
	PV2	“I believe that it is important to provide third-party verification (e.g., seal of approval) to prove to customers that the organization’s website is authentic”.
	PV3	“I believe that the organization’s online service does not share personal information of customers with other sites”.
COVID-19 [ , ]	CO1	“The use of e-CRM services makes me less concerned about the complications related to COVID-19”.
	CO2	“The use of e-CRM services decreases the spread of COVID-19 virus”.
	CO3	“The use of e-CRM services prevents me from spreading COVID-19 virus; I could practice social distancing and reduce my outside movements”.
	CO4	“E-CRM helps public authorities fight COVID-19 virus”.
	CO5	“E-CRM allows me to safeguard myself from COVID-19 virus infection”.
Customer Pressure [ ]	CP1	“Consumers (customers) demand safe and environmentally friendly products”.
	CP2	“Consumers (customers) are increasingly selective on whether or not the products are environmentally friendly”.
	CP3	“Consumers (customers) are more likely to choose products of responsible enterprises”.
	CP4	“Consumers (customers) will report a company if it is not environmentally and socially responsible”.
Trust [ ]	TR1	“I believe that the organization should send a confirmation of secure payment and transmission on a regular basis”.
	TR2	“I am comfortable giving out sensitive information like my credit card/debit card numbers for online payments”.
	TR3	“I believe that the terms and conditions that the organization presents are reasonable and customer friendly”.
Level of Service Quality [ ]	SQ1	“The organization’s site allows me to quickly complete a transaction”.
	SQ2	“The site tells what steps to take if my transaction is not processed”.
	SQ3	“I believe that the reputation of organization is important especially regarding security”.
Customer Satisfaction [ ]	CS1	“Consumers feel satisfied with the services by this organization”.
	CS2	“Consumers feel satisfied with the responses of the staff and the quick online services”.
	CS3	“Consumers feel satisfied with the online financial services advice”.
	CS4	“Overall, this organization provides excellent online service quality”.
Success of E-CRM System [ , , , , , ]	E-CRM1	“Complaints (suggestive) encourages sharing of problems by customers”.
	E-CRM2	“The needs of customers should be reviewed and responses should be personalized”.
	E-CRM3	“The available technical personnel are good at providing technical support in computer technology usage in building customer relationships”.
	E-CRM4	“This organization uses the right software in serving customers”.
	E-CRM5	“Customer complaints (responsiveness) are quickly solved”.

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Author	Independent Variable	Dependent Variable	Gaps	Gap Resolution
[ ]	E-CRM value Trust value	E-commerce improvement	Trust impact was neglected	Trust impact on the success of E-CRM was examined
[ ]	Internal business perspective Innovation and learning perspectives Financial perspectives Customer perspective	E-CRM performance	Performance of E-CRM was measured from the perspective of firm only	Performance of E-CRM was measured from the perspective of customers
[ ]	Pre-purchase E-CRM At-purchase E-CRM Post-purchase E-CRM	Satisfaction of online customer	Service quality was ignored	Highlighted the need to cover the aspect of quality service
[ ]	E-CRM	Product image value Personnel service value Innovation capability	No consideration towards the factors that have impact on E-CRM	Several factors with impact on E-CRM were examined
[ ]	Differential treatment	Communication Attitudes toward the fairness of firm’s E-CRM Re-patronage intentions Price consciousness Perceived service quality	Lower points increase trust	Trust within E-CRM was deliberated with customers being considered individually
[ ]	Price Service Communication Customization Reputation Responsiveness	CRM offerings	The subjects of privacy and trust were disregarded	The subjects of privacy and trust were adequately discussed
[ ]	Purchase cycle Post-booking Customer service Promotion Web features	Loyalty Customer satisfaction	The online features with potential impact on customer satisfaction were not considered	E-trust was thoroughly examined
[ ]	Technical support Organizational culture Organizational strategy Organizational flexibility Innovation Ease of use E-learning systems Infrastructure capabilities	Technology acceptance Cost Employee satisfaction Effectiveness of E-CRM	E-CRM’s effectiveness was only measured from the viewpoint of the employees, neglecting the viewpoint of customers	E-CRM’s effectiveness was measured from the viewpoint of customers
[ ]	Competitive advantage of E-CRM using tools and techniques of E-CRM	Innovation and learning perspective Financial perspective Customer perspective Internal business perspective	Factors that impact E-CRM were not addressed	Some factors that impact E-CRM were addressed
[ ]	E-CRM effect Information quality System quality	E-service quality User satisfaction Net benefits Organization impact Individual impact	Online features with potential impact on customer satisfaction were not considered	E-trust was adequately discussed
[ ]	E-CRM Pre-service features At-service features Post-service features	Customer satisfaction Customer loyalty	There was no consideration towards the issue of privacy despite its potential impact on customer satisfaction	The issue of privacy was amply discussed
[ ]	ECRM success factors	Customer satisfaction Customer retention Financial performance Customer trust	Success factors of E-CRM were not measured	Some success factors of E-CRM were measured
[ ]	Training, system quality, security and access to information	Effectiveness of E-CRM on online shopping	The implementation of E-CRM is still low	Some success factors of E-CRM were measured

Model	x²	Df	P	x²/df	IFI	TLI	GFI	CFI	RMSEA
Initial Estimation	1129.112	441	0.00	2.56	0.79	0.78	0.76	0.79	0.134
Final model	521.121	377	0.00	1.38	0.88	0.86	0.85	0.89	0.073

Constructs and Indicators	Factor Loadings	Standard Error	Error Variance	Cronbach’s Alpha	Composite Reliability *	AVE **
Technological Readiness (TD)				0.90	0.89	0.91
TD1	0.774	0.136	0.180
TD2	0.775	0.123	0.140
TD3	0.779	0.138	0.380
Privacy (PV)				0.92	0.71	0.87
PV2	0.757	0.081	0.750
PV3	0.761	0.191	0.200
COVID-19 (CO)				0.94	0.87	0.63
CO1	0.871	0.056	0.440
CO2	0.850	0.059	0.620
CO3	0.861	0.061	0.330
CO4	0.833	0.064	0.300
Customer Pressure (CP)				0.93	0.80	0.84
CP2	0.640	0.072	0.430
CP3	0.812	0.076	0.410
CP4	0.840	0.081	0.510
Trust (TR)				0.84	0.80	0.84
TR1	0.723	0.064	0.510
TR2	0.711	0.066	0.330
TR3	0.751	0.067	0.340
Level of Service Quality (SQ)				0.87	0.85	0.66
SQ1	0.745	0.176	0.210
SQ2	0.779	0.051	0.570
SQ3	0.901	0.052	0.230
Customer Satisfaction (CS)				0.83	0.80	0.50
CS1	0.723	0.077	0.440
CS2	0.715	0.090	0.660
CS3	0.667	0.075	0.410
CS4	0.756	0.0732	0.520
Success of E-CRM System (E-CRM)				0.92	0.79	0.81
E-CRM1	0.701	0.771	0.701
E-CRM2	0.761	0.741	0.621
E-CRM3	0.780	0.770	0.751
E-CRM4	0.769	0.774	0.781
E-CRM5	0.711	0.701	0.841

TD	PV	CO	CP	TR	SQ	CS	E-CRM
0.95
0.562	0.93
0.581	0.629	0.79
0.581	0.510	0.652	0.92
0.754	0.751	0.630	0.511	0.92
0.604	0.521	0.511	0.542	0.531	0.81
0.524	0.529	0.751	0.619	0.611	0.533	0.71
0.720	0.528	0.555	0.650	0.501	0.592	0.641	0.90

Research Proposed Paths	t-Value (CR)	Coefficient Value (std. estim.)	p-Value	Test Result
CS E-CRM	11.481	0.160	0.024 **	Supported
TR CS	15.530	0.304	0.000 ***	Supported
SQ CS	7.811	0.415	0.013 **	Supported
TD E-CRM	9.653	0.391	0.060 *	Supported
PV CS	12.166	0.111	0.000 ***	Supported
CO E-CRM	10.421	0.461	0.021 **	Supported
CP E-CRM	9.331	0.083	0.000 ***	Supported

Hypothesis	From	Mediation	To	Direct Effect	Indirect Effect	Mediation
H8a	TR	CS	E-CRM	0.001 ***	0.121 *	Mediation
H8b	SQ	CS	E-CRM	0.004 **	0.145 *	Mediation

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Al-Bashayreh, M.; Almajali, D.; Al-Okaily, M.; Masa’deh, R.; Samed Al-Adwan, A. Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability 2022 , 14 , 12310. https://doi.org/10.3390/su141912310

Al-Bashayreh M, Almajali D, Al-Okaily M, Masa’deh R, Samed Al-Adwan A. Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction. Sustainability . 2022; 14(19):12310. https://doi.org/10.3390/su141912310

Al-Bashayreh, Mahmood, Dmaithan Almajali, Manaf Al-Okaily, Ra’ed Masa’deh, and Ahmad Samed Al-Adwan. 2022. "Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction" Sustainability 14, no. 19: 12310. https://doi.org/10.3390/su141912310

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Title:	THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER RETENTION; CASE OF COMMERCIAL BANK OF ETHIOPIA
Authors:
Keywords:	Customer retention, social network interaction, responsiveness, customer recognition
Issue Date:	Jun-2020
Publisher:	ST. MARY’S UNIVERSITY
Abstract:	The general objective of the study is to examine the effect of customer relationship management on customer retention by taking evidence from branches of CBE in North Addis Ababa district.. More specifically, the study tried to see the relationship of CRM with social network interaction, responsiveness, and Customer recognition & Primary data was obtained through structured questionnaire from customers selected branches in CBE NAAD. Data were collected through the five point’s Likert scales of questionnaires, and the study used quantitative and qualitative research approach. Simple random sampling technique was used to sample between CBE North Addis Ababa districts branches. The researcher proportionally distributed 322 questionnaires to customers of the selected branches and 298 of them were collected for further analysis. . In order to meet the research objective collected data analyzed through descriptive analysis techniques, correlation and regression analysis methods were used to analyze the collected data by using SPSS software version and Descriptive analysis tools such as frequency, mean and standard deviation to present results statistical analysis tools such as correlation coefficient was worked out and used to investigate the relationships between variables. Regression analysis was performed to study the effect of independent variables on customer retention. The study examined three independence variables, social network interaction, responsiveness, and customer recognition. The explanatory variables explain dependent variables accounted for 57.6%. Research findings indicates that there is a significant relation between CRM components on Customer Retention, and also to regression testing that all variables were examined at the same time on customer retention; results showed that all components have a significant effect on customer retention. The researcher recommends that CBE may apply more effort in its staffs to create motivation on them in order to serve customers in the best manner and It is critically important to take care of that customer by listening to the compliant and resolving the problem to ensure a sustainable banking relationship.
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