ISSN 2167-0439
International Journal of Management and Business Studies ISSN 2167-0439 Vol. 9 (7), pp. 001-007, July, 2019. © International Scholars Journals
Full Length Research Paper
The influence of usability and enjoyment on electronic customer relationship management performance in Jordan mobile communication services
Samsudin Wahab1, Kamaruzaman Jusoff2*, Khaled Abed Mufleh Al Momani3, Nor Azila Mohd Noor3 and Ahmad Suffian Mohd Zahari1
1Faculty of Office Management and Technology, University of Technology Mara Terengganu, 23000 Dungun, Terengganu, Malaysia.
2Faculty of Forestry, Universiti Putra Malaysia, 43400 Serdang Selangor Malaysia.
3Universiti Utara Malaysia, 06210 Sintok Kedah Malaysia.
Accepted 18 April, 2019
Abstract
Electronic customer relationship management performance is a comprehensive business and marketing strategy that integrates people, process, technology and all business activities for attracting and retaining customers over the internet and mobile phone to reduce costs and increase profitability by consolidation the principles of customer loyalty. Therefore, the results of electronic customer relationship management performance are repeat purchase, word of mouth, retention, cross buying, brand loyalty and customer satisfaction. The keen competitive in the communication and mobile phone service market place and the increasing numbers of mobile phone users all over the world has influence the researcher to investigate usability and enjoyment as antecedents of electronic customer relationship management performance in mobile phone services industry. Four hundreds and eighty eight set of questionnaires have returned and analyzed. Two factors been tested to investigate the relationship with E-CRM performance. The analysis shows that usability was positively significant towards E-CRM performance. Enjoyment has failed to predict E-CRM performance. Base on the results, it can be concluded that the mobile service provider has to ensure their services fully satisfied their customer usability. Somehow, future research must investigate other factors as the antecedent for E-CRM performance. Other initiative is to consider a model testing in difference context of electronic service to see any generalization on the research result.
Key words: Electronic customer relationship management, mobile communication services, enjoyment, usability.