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.

Keywords:

• Customer relationship management practices
• technology alignment
• commitment-trust theory
• customer loyalty

Data availability

Data will be available upon prior request.

Declaration of conflict of interest

The authors declare no conflict of interest concerning the research, authorship, and publication of this article.

Additional information

Funding

The authors received no financial support for this article’s research, authorship, and publication.