The Impact of Adopting the Marketing Dimensions of E-CRM on Customer Trust in Service Organizations A case study of a sample of mobile phone customers in Algeria.

Abstract

This study aims to measure the impact of adopting the marketing dimensions of electronic customer relationship management (personalised electronic communications, emails, preferential treatment and tangible financial rewards) on mobile phone users in Algeria on customer trust from their perspective. The study was conducted on a sample of 396 customers and employed a descriptive and analytical approach. Both paper-based and electronic questionnaires were used to collect the data required for statistical analysis. This study confirmed the existence of a statistically significant effect of the adoption of the marketing dimensions of e-CRM on the mobile phone operators under study on the degree of customer trust, where the study model was estimated as Y = 0.952X + 0.234 . It also confirmed the direct positive relationship between trust and the dimensions of e-CRM collectively, with a correlation coefficient of 60.5%, indicating a strong positive correlation.
This study concluded with a set of recommendations emphasising the importance of building digital relationships based on modern technology to foster long-term, sustainable relationships that enhance customers’ sense of comfort and trust and increase their loyalty to the business they deal with.