The Relationship between E- Service Quality and Ease of Use On Customer Relationship Management (CRM) Performance: An Empirical Investigation In Jordan Mobile Phone Services

Electronic Customer relationship management performance CRM is a comprehensive business and marketing strategy that integrates people, process, technology and all business activities for attracting and retaining customers over the internet and mobile phone to reduce costs and increase profitability by consolidation the principles of customer loyalty. Therefore, the results of CRM performance are repeat purchase, word of mouth, retention, cross buying, brand loyalty and customer satisfaction. The keen competitive in the communication and mobile phone service market place and the increasing numbers of mobile phone users all over the world has influence the researchers to investigate ease of use and eservice quality as antecedents of electronic customer relationship management performance in mobile phone services industry. 488 questionnaires have returned and analyzed. Four factors been tested to investigate the relationship with CRM performance. The analysis shown that eservice quality, and ease of use was positively significant towards CRM performance. This paper makes a theoretical and methodological contribution and suggestion for the managers in improving their CRM performance in mobile phone service industry.