Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry

Abstract

This study aims at investigating the role of customer relationship management systems (CRMS) on Jordanian telecommunication companies’ performance. The study develops conceptual model that links CRMs with performance in Jordanian telecommunication companies. A self-administrated questionnaire has been designed as data collection instrument. Using the convenient sample, 300 questionnaires were distributed to customer service employees in Jordanian telecommunication companies. After editing, only 140 questionnaires were valid for analysis. The quantitative method has been adopted in the study such as descriptive analysis, regression models, and hypothesis testing methods. The findings show that there is a significant effect of CRMS dimensions on Jordanian telecommunication companies’ performance. Moreover, each CRMs dimension (system quality information quality, system usage, and user satisfaction) has a significant effect on Jordanian telecommunication companies’ performance. Based on the study model, the study provides practical lessons in applying CRMS to improve organizational performance in telecommunication companies.

Keywords:

• Customer Relationship Management Systems (CRMS)
• system quality
• customer information quality
• user satisfaction
• organizational performance
• Jordanian telecommunication companies