#5415. User antecedents, CRM implementation, and impact on customer outcomes in the Jordanian service industry

August 2026publication date
Proposal available till 14-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Strategy and Management;
Marketing;
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Abstract:
The implementation of customer relationship management (CRM) has become increasingly important to scholars and practitioners over the last two decades. This study examined the relationships between user antecedents, CRM implementation, and customer outcomes. Its aims were to identify CRM user antecedents, explore the impact of these antecedents on CRM implementation, and examine the connection between CRM implementation and customer outcomes: loyalty, retention, and satisfaction. A quantitative method was employed consisting of a structured questionnaire. A total of 290 completed questionnaires were returned and analyzed with structural equation modelling techniques.
Keywords:
CRM Implementation; Customer Loyalty; Customer Outcomes; Customer Relationship Management; Customer Retention; Customer Satisfaction; Service Industry Usage; User Antecedents

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