Examine How Data Collection Directly and Indirectly, Impacts CRM Data Quality and Customer Performance

Fakhraddin Maroofi and Somayeh Amiri

Journal of Asian Scientific Research, 2016, vol. 6, issue 1, 9-23

Abstract: The purpose of this research is to examine how the data collected from various acquisition points, directly and indirectly, impacts CRM data quality and customer performance. The method utilized was that suggested by McDonald, where the CFA is guided and informed by the EFA results. However, using AMOS, separate CFAs were conducted by the independent and dependent variables. Items from the survey were subjected to an exploratory factor analysis, followed by an item to total correlation analysis. Our findings support the idea that firms will pay a performance price process of customer touch point’s data that is both efficient and effective. Moreover, the long life factor of the customer relationship is making an initial impression on a customer, but without an ongoing and private communication plan, the customer can finally switch to another product or firm. With updated data banks, firms can exactly profile customers and target their private communications to proper touch point data. As our model shows, this touch point data are finally lead to CRM System Quality and finally to CRM performance. Therefore, continued loyalty to a brand leads to increased market share and growing in a competitive market. Hence, the role of CRM System Quality is essential for firms to increase market insight and performance.

Keywords: Marketing analytics; Customer data; Integrated marketing communications (IMC); Customer relationship management (CRM); Iran. (search for similar items in EconPapers)
Date: 2016
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