The Perception of Customer Relationship Management Adoption: Case of Mobile Companies in Saudi Arabia

Abstract

The purpose of this study is to ascertain customer satisfaction percep tion of Customer Relationship Management (CRM) adoption by mobile tele com companies in Saudi Arabia. This study surveys more than 440 mobile telecom customers to investigate their opinion about the quality of o ffered customer services by mobile telecom companies and its impact on customer satisfaction and hence customer. The study concentrates on t he main three channels used by mobile companies to provide customer se rvices (customer service offices, phone operator and web site services ). Empirical findings present evidence that the quality of customer se rvice significantly affect customer satisfaction and thus customer loy alty. It is found that the majority of customers preferred to use phon e operator than office customer services.