整合承诺-信任理论评估骑行服务顾客忠诚度

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-11-13 DOI:10.1080/10496491.2022.2143987

M. Abid, Junaid I. Siddique, Amir Gulzar, A. Shamim, I. Dar, Aimen Zafar

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引用次数: 6

摘要

摘要本研究旨在整合客户关系管理（CRM）实践和CRM技术与CRM质量相互作用的研究成果，并通过承诺-信任理论的文学视角研究对CRM忠诚度的总体影响。该研究采用横断面范式，使用有目的的抽样技术从211名潜在的骑行应用程序用户中收集数据。使用SMART-PLS对数据进行分析。研究结果揭示了技术整合在增强CRM实践中的重要作用。有效的CRM实践通过建立对客户的高度信任和承诺来提高CRM质量。CRM实践的战略方向与有效的技术使用，骑行服务公司可以利用CRM的所有新方面，作为集成营销过程的一部分，以提高客户忠诚度。

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Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services

Abstract This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.