Journal of Open Innovation: Technology, Market and Complexity (Mar 2024)
The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image
Abstract
The purpose of this study is to evaluate a customer relationship management (CRM) model based on telecom customers’ experiences with the company's services. For this purpose, this study examines how the influence of organizational commitment(OC) and knowledge management (KM) on customer relationship management (CRM), affects customer profitability (CP) and customer loyalty (CL) directly and indirectly through customer satisfaction (CS) along with moderating role of brand image. We examined hypotheses by utilizing structural equation modeling (SEM) and data gathered from 100 consumers of the Bangladeshi telecommunication sector, and a survey was performed through online and offline with a pre-structured questionnaire. The study found that knowledge management and organizational commitment affect CRM performance, which greatly affects customer profitability and loyalty, both directly and indirectly through customer satisfaction. Customer profitability also greatly affects customer loyalty. This study also revealed that brand image moderated CRM and CP, CRM and CS, and CRM and CL correlations. The present research built a moderated-mediation paradigm by using the possible mediating impact of client happiness and the moderating impact of brand image to show how CRM is both directly and indirectly connected to clients’ profitability and loyalty. Present study suggested that, the managers of telecommunication companies should use effective CRM strategies to provide their consumers with personalized and appropriate experiences, which afterwards allows for the goal of long-term client profitability and loyalty and maintains long-term sustainability in this industry.
