000			02524nam a22002657a 4500
003			KOHA
005			20240222144620.0
008			240222d2023 cy d|||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3188 _bR39 2023
100	1		_aRaziei, Sama
245	1	0	_aTHE IMPACT OF CRM ON CUSTOMER SATISFACTION AND LOYALTY BASE ON E-WOM / _cSAMA RAZIEI; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI
264			_c2023
300			_ax, 81 sheets: _bcharts, tables; _c30 cm. _e1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes References (sheets 56-73)
520			_aABSTRACT 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
650		0	_aBusiness Administration _vDissertations, Academic
700	1		_aSafavi, Homayoun Pasha _esupervisor
942			_2ddc _cTS
999			_c292273 _d292273