The role of customer relationship management success factors on enhancing the mental image of telecommunications companies in Jordan

Abstract

This is one of the first studies of customer relationship management (CRM) in an emerging market of Telecommunications Companies in Jordan. The purpose of this study is to investigate the influence of customer relationship management (CRM) success factors on the mental image among a sample of Jordanian Telecommunications Companies customers. A review of the literature relating to CRM and mental image in both developed and emerging markets was undertaken. The variables which were chosen formed the overall success factors of CRM which are (profitability, knowledgeability, loyalty, attitude, and satisfaction) for enhancing the mental image of telecommunications companies in Jordan. The study sample was selected randomly with a total of 340 citizens by using a quantitative method (questionnaire) to collect data. A 64 percent response rate was achieved. The results revealed the sample held a positive attitude towards the main hypothesis of the study. The variable testing indicated that the most influential variable of the aforementioned on the mental image of the organization appeared through the analysis to be employee attitude as the most influential while profitability appeared to be the least influential variable of all. The researchers recommend the start giving enough attention to the success factors.