Examining the Effect of Marketing Mix Elements on Customer Satisfaction with Mediating Role of Electronic Customer Relationship Management

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furthermore, brand loyalty positively mediates the relationships between customer value and customer relationship management performance and between customer satisfaction and customer relationship management performance. Customer value is positively correlated with customer satisfaction. Understanding the theoretical learning is beneficial for organizations aiming to increase customer relationship management performance and achieve business goals.

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Customer relationship management and firm performance: the mediating role of business strategy

Journal of the Academy of Marketing Science ◽

10.1007/s11747-009-0164-y ◽

2009 ◽

Vol 38 (3) ◽

pp. 326-346 ◽

Cited By ~ 116

Author(s):

Martin Reimann ◽

Oliver Schilke ◽

Jacquelyn S. Thomas

Keyword(s):

Firm Performance ◽

Customer Relationship Management ◽

Business Strategy ◽

Relationship Management ◽

Customer Relationship ◽

Mediating Role

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Kontribusi Ilmu Manajemen dalam Pengembangan Customer Relationship Management (CRM)

Jurnal Maksipreneur Manajemen Koperasi dan Entrepreneurship ◽

10.30588/jmp.v2i1.78 ◽

2012 ◽

Vol 2 (1) ◽

pp. 20

Author(s):

Ambar Lukitaningsih

Keyword(s):

Social Sciences ◽

Customer Satisfaction ◽

Customer Relationship Management ◽

Relationship Management ◽

Management Science ◽

Customer Relationship ◽

Powerful Approach ◽

The Many ◽

Competitive Economy

Often found, that not all companies or businesses offering a product that they sell to realize the importance of a service to consumers. This could happen due to the many aspects of customer satisfaction, or products sold is a superior product or a great demand by consumers, so companies do not have anxiety or fear of abandonment by consumers. This paper attempts to reveal how management science has contributed to the marketing management in this system of CRM (Customer Relationship Management), which can be used by businesses to determine how these measures or ways to serve consumers, so that consumers feel satisfied, even become loyal customers and this will positively impact the company’s survival. CRM (Customer Relationship Management) which is a customer relationship management company is required to conduct a business or a strategy to serve customers well. CRM role here is not limited to customer satisfaction, but even further customers can continue to purchase products and or services that companies offer, so that with the implementation of CRM, the company can serve customers well and maintain customer loyalty. With the CRM is an evidence that the effect of the development of management science now filed under social sciences is very strong, which was initially characterized by the approach of a strong math and engineering. Until now, the influence of the more powerful approach, although the contribution of other social sciences also increasing. The condition makes multisources management as a hybrid science becomes stronger and attracts many people to learn and even more so of great benefit. The tendency of the environment to be hyper-competitive economy, the role of science greater getting out of a variety of problems or crises.

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Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

Sustainability ◽

10.3390/su14020803 ◽

2022 ◽

Vol 14 (2) ◽

pp. 803

Author(s):

Jassim Ahmad Al-Gasawneh ◽

Khalid N. AlZubi ◽

Marhana Mohamed Anuar ◽

Siti Falindah Padlee ◽

Adnan ul-Haque ◽

...

Keyword(s):

Service Quality ◽

Customer Relationship Management ◽

Relationship Management ◽

Customer Relationship ◽

Mediating Role ◽

Marketing Performance ◽

Performance Dimensions ◽

The Relationship ◽

Key Customer

This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.

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The Role of Brand Loyalty on CRM Performance

Smart Manufacturing Innovation and Transformation - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-4666-5836-3.ch010 ◽

2014 ◽

pp. 252-284 ◽

Cited By ~ 22

Author(s):

Kijpokin Kasemsap

Keyword(s):

Customer Satisfaction ◽

Customer Relationship Management ◽

Brand Loyalty ◽

Customer Value ◽

Relationship Management ◽

Customer Relationship ◽

Management Performance ◽

Business Goals ◽

Positive Effect

This chapter introduces the framework and causal model of customer value, customer satisfaction, brand loyalty, and customer relationship management performance in terms of the innovative manufacturing and marketing solutions. It argues that dimensions of customer value, customer satisfaction, and brand loyalty have mediated positive effect on customer relationship management performance. Furthermore, brand loyalty positively mediates the relationships between customer value and customer relationship management performance and between customer satisfaction and customer relationship management performance. Customer value is positively correlated with customer satisfaction. Understanding the theoretical learning is beneficial for organizations aiming to increase customer relationship management performance and achieve business goals.

Download Full-text