Customer relationship management and customer loyalty: Examining the mediating role of business process management

Abstract

The purpose of this study is to investigate the impact of customer relationship management on customer loyalty (CL) at Jordan Telecommunication Company through business process management. The researcher uses the descriptive analytical method to scan members’ opinions. The random sample includes (367) workers from different sectors all over the country. The results show that customer relation management (CRM) has a dramatic impact on customer loyalty and business process management (BPM). Besides, BPM plays a vital role between CRM and CL. This study appears to be the first study in Jordan which empirically examines the indirect relationship between customer relation management and customer loyalty via business process management.