The Impact of Customer Relationships Management on Customer Loyalty via Customers’ agility: An Empirical Investigation into Jordanian Telecommunications Companies

Abstract

The purpose of this paper is to examine the impact of customer relationships management on customer loyalty via customers’ agility in Jordanian Telecommunications Companies. The population of this research consists of all employees working at Jordanian Telecommunications Companies. Because we were unable to obtain a list of employees’ names, a purposive sample was chosen from employees working at Customer relationships management departments and Sales and Marketing departments as they were believed to be most suitable to answer the questionnaire items. Out of (150) questionnaires circulated, only (117) were recovered (11) questionnaires were excluded because they were irrelevant for further analysis. Thus, the final sample was represented by (106) questionnaires which represents a (71%) response rate. The study indicates that there is a positive significant statistical impact for customer relationships management on customer loyalty. There is also a significant statistical impact for sensing capability of Jordanian Telecommunications Companies on customer loyalty but it does not mediate the impact of customer relationships management on customer loyalty. Further,  the responding capability of Jordanian Telecommunications Companies to customers needs has a positive impact on customer loyalty. In addition, the responding capability for customers needs fully mediates the relationship between key customers focus and customer loyalty whilst partially mediates the relationship between technology-based customer relationships management and customer loyalty. On the other hand, the sensing capability does not mediate the relationship between customer relationships management organization, customer knowledge management and customer loyalty. Based on the results a set of academic and managerial recommendations were provided.