The Impact of E-CRM on Customer’s Retention (Applied on Vodafone Tele-communication Co.)

Abstract

-Purpose: this research aims to investigate the impact of electronic customer relationship management (E-CRM) on customer’s retention Applied on Vodafone. -Methodology: during this research, the researchers used both of primary data and secondary methods for their data collection in order to successfully complete the study, for the primary data the researchers carried on in-depth interview with firm experts, and asses the results of a 186 participants questionnaire by using IBM’s statistical package for social sciences (SPSS), on the other hand for the secondary data the researches used previous articles which were conducted to measure the impact of E-CRM on customer retention. -Findings: during this study, the researchers found that there is a strong direct relationship between E-CRM and customer’s retention, while including other dimensions. -Implications: investigating the impact of E-CRM on customer retention is a crucial study that marketers need to be fully aware of, because obtaining customer’s retention is one of, the most important outcomes that a company aims to seize, when operating in a market that has a lot of alternatives, and contains substantial number of competitors who provide this type of services, so the company should make the best use of its tools in order to do both, attract customers, and retain them. -Key words: E-CRM, electronic customer relationship management, customer retention, customer satisfaction, customer’s perceived cost, handling customers.