RELATIONSHIP BETWEEN CRM AND CUSTOMER SATISFACTION AMONG MOBILE USERS OF YEMEN
Keywords:
Customer Relationship Management, Customer Satisfaction, Telecommunication Industry, YemenAbstract
Apart from the telephone, mobile phones are now playing an increasingly important role in communicating from one location to another. The telecommunications business today plays a significant role in people's professional and personal life. The penetration of digital technology through telecommunication technology is vast in nature. The present study aims to assess the relationship between various components of CRM with customer satisfaction among users of various service providers-MTN, SABA, and Yemen mobile in Yemen. A total of 440 respondents using these service providers were selected for the study. The respondents answered a structured questionnaire prepared by the researcher through Google forms. The data thus collected were analyzed through Pearson’s product-moment correlations and stepwise multiple regression. Results revealed that all the components of CRM were significantly and positively correlated with all the components of Customer satisfaction and total customer satisfaction. Total CRM had a significant positive correlation with all the components of Customer satisfaction and total customer satisfaction. Process-driven approach, Technical Orientation, Reliability, and Customer Experience emerged as major predictors of Customer Satisfaction.
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