The Influence of Technology-Enabled Customer Relationship Management on Customers' Attitude Toward Service Quality and Loyalty

ABSTRACT

The main objective of this study was to test empirically the Parasuraman and Grewal's quality-value-loyalty chain model (2000) in a restaurant context. The quality-value-loyalty chain model integrates the importance of relationships between technology and customers, employees, and the company. Survey participants were asked to evaluate scenarios describing a restaurant experience where customized services were provided through information technology and without customized services. The principal finding was that participants evaluated service quality in the customized service setting higher and the assurance factor had a positive linear relationship with attitude toward personal information utilization by a service provider.

KEYWORDS:

• Customer relationship management (CRM)
• loyalty
• service quality
• perceived value
• quality-value-loyalty chain model