THE IMPACT OF CRM ON CUSTOMER SATISFACTION AND LOYALTY BASE ON E-WOM / SAMA RAZIEI; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: x, 81 sheets: charts, tables; 30 cm. 1 CD ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT The goal of this research is to look into the impact of CRM on customer satisfaction and loyalty. Electronic word of mouth (e-WOM) was utilized as a mediator in this study to assess its impact on customer behavior. To accomplish this purpose, social exchange theory (SET) was used to demonstrate the impact of this interaction. Social exchange promotes people to share personal information and use social media, which benefits customers while also building social trust and recognition. A statistical survey was conducted for quantitative analysis and evaluation by preparing and distributing a questionnaire to a sample population of Iranians over the age of 17 who had any record of purchasing from DigiKala (one of Iran's most well-known, largest market-size, and online shopping centers). A 20-item questionnaire was divided into two demographic parts to investigate four main variables. e-WOM, Customer Relationship Management (CRM), Customer Satisfaction (CS), Customer Loyalty (CL). The proportion of male and female responses was 53.6% and 46%, respectively, and the average age of the entire sample was 37 years. Statistical studies using regression and correlation tests were performed on his four variables above in the form of four hypotheses. The results confirm that CRM has a direct impact on customer satisfaction and loyalty. The results also showed that using e-WOM as an intermediary increased her CRM impact on customer satisfaction and loyalty. Keywords: CRM, Customer Satisfaction, Customer Loyalty, E-Wom
Materyal türü: Thesis
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Thesis Thesis CIU LIBRARY Depo Tez Koleksiyonu YL 3188 R39 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3581
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel Tez Koleksiyonu YL 3188 R39 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3581
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes References (sheets 56-73)

ABSTRACT
The goal of this research is to look into the impact of CRM on customer satisfaction and loyalty. Electronic word of mouth (e-WOM) was utilized as a mediator in this study to assess its impact on customer behavior. To accomplish this purpose, social
exchange theory (SET) was used to demonstrate the impact of this interaction. Social exchange promotes people to share personal information and use social media, which benefits customers while also building social trust and recognition. A statistical survey was conducted for quantitative analysis and evaluation by preparing and distributing a questionnaire to a sample population of Iranians over the age of 17 who had any record of purchasing from DigiKala (one of Iran's most well-known, largest market-size, and online shopping centers). A 20-item questionnaire was divided into two demographic parts to investigate four main variables. e-WOM, Customer Relationship Management (CRM), Customer Satisfaction (CS), Customer Loyalty (CL). The proportion of male and female responses was 53.6% and 46%, respectively, and the average age of the entire sample was 37 years. Statistical studies using regression and correlation tests were performed on his four variables above in the form of four hypotheses. The results confirm that CRM has a direct impact on customer satisfaction and loyalty. The results also showed that using e-WOM as an intermediary increased her CRM impact on customer satisfaction and loyalty.
Keywords: CRM, Customer Satisfaction, Customer Loyalty, E-Wom

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