Evaluating Electronic Customer Relationship Management System Success: The Mediating Role of Customer Satisfaction

Abstract

This study evaluated the relationships among variables in electronic customer relationship management (e-CRM) success. The purpose of this paper is to examine the effect of technological readiness, privacy, COVID-19, customer pressure, trust, level of service quality, and customer satisfaction. Quantitative research methods were applied in examining the causal associations among the primary variables of the study. We used a sample approach called purposive sampling. Data was obtained from 390 completed questionnaires collected from employees, who took part in CRM technology activities, working in Jordanian firms. Data was analyzed via AMOS software version 22, and hypotheses were examined by applying structural equation modelling (SEM). Results revealed that technological readiness, COVID-19, customer pressure, and customer satisfactions had a positive effect on e-CRM success system. Moreover, the study showed that technological readiness, privacy, and level of service quality positively affected customer satisfaction. Additionally, the mediation of customer satisfaction on the association between trust and success of e-CRM system, and also between level of service quality and e-CRM system success, was demonstrated. Practical implications: In practice, this study can help managers and practitioners in implementing e-CRM systems. Moreover, it can drive further empirical studies on the relations among technological readiness, privacy, COVID-19, customer pressure, trust, and level of service quality, besides customer satisfaction. Only few studies had looked into the variables in the success of e-CRM system, in emerging industries of developing countries, specifically, among technological readiness, privacy, COVID-19, customer pressure, trust, level of service quality, and customer satisfaction. These gaps were addressed in this study. The current model is also relatively constrained, so it may be expanded in further studies. For instance, the construct of culture might be incorporated to the model to make it more thorough in its examination of the topic at issue.