The impact of electronic customer relationship management strategies on customer loyalty : a mediated model

This study investigated the impact of electronic customer relationship management (e-CRM) strategies (functional and personal dimensions) on customer loyalty in the Jordanian telecommunication sector. The mediating role of perceived customer relationship quality (cognitive and an emotional dimensions) was tested in this relationship. Data was collected via online survey from 301 Jordanian online shoppers and analysed using structural equation modelling (AMOS). The results showed a significant and positive impact of the functional dimension on customer loyalty, while the personal dimension negatively affected it. However, the functional and personal dimensions had a positive effect of on perceived customer relationship (CR) quality, as it positively affected customer loyalty. Hence, CR quality is indirectly impacted the relationship between the functional dimension and customer loyalty; in other words, CR quality mediated the relationship between the personal dimension and customer loyalty. The study's findings enhance the current understanding of the relationship between e-CRM strategies and customer loyalty in a context specific bounded to Jordan. In addition, it provides evidence of the mediating role of CR quality in the Jordanian telecommunication sector. This research suggests practical strategies for the Jordanian telecommunication industry to enhance customer loyalty.