The impact of CRM on QoE : An exploratory study from mobile phone industry in Morocco
DOI:
https://doi.org/10.37380/jisib.v5i2.128Abstract
Today’s mobile phone sector is marked by intensified competition and strong market penetration. In this environment, the carriers offer their customers a wide variety of services that are quite similar from one operator to another. These customers are always searching for a quality of experience (QoE). On one hand, operators interact with their customers through CRM practices inspired by their marketing strategies and rolled out through their procedures and technological support. On the other hand, the customers expect an extremely high quality of service (QoS) and subjectively perceive the utility and usability (Qp) of these mobile services. This paradox led us to study the impact of CRM on the customer experience (QoE) in the mobile phone industry, in this study with data from Morocco. Empirical data confirms existing theory, CRM determinants for QoE include quality of service, quality of interaction with customer, claims management and customer knowledge. However, we also found that practitioners are aware that organizations should look beyond the relationship to manage the customer experience. To this end we developed a model based on the first four CRM determinants and the findings in this study.Downloads
Published
2015-10-20
Issue
Section
Article
License
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).