The Role of Electronic Customers Relationship Management in
Enhancing Customer Loyalty at Jordanian Telecommunication
Industry
SHATHA ABDEL-KAREEM ALMAHADEEN, EXCIMIREY AMER AL-MANASRAH
Faculty of Business, Business Department,
Al-Balqa Applied University,
Al Balqa Governorate, A'Salt,
JORDAN
Key-Words: - Electronic Customer Relationship Management, Customer Loyalty, Information quality,
Customer service quality, Telecommunication Industry, Ease of Navigation, Rewards, Fulfillment, Jordan
Received: October 2, 2021. Revised: July 19, 2022. Accepted: August 8, 2022. Published: September 6, 2022.
1 Introduction
A company's competitive pattern depends on price
competition, non-price competition, or a
combination of both, both locally and globally, this
competition can be seen as the cause of changes in
the business environment that have led to customer
growth. A vision of the available options for
different products that result from brand diversity
through the provision of these entities, whether on
the product side or the service side. Service brands
have become one of the most important assets of
these entities, especially in terms of intangibles, but
the importance of the brand is one of the assets, so it
is not only financially good but also excellent. It is
also important in terms of marketing. What is
important is that the product itself is affected by
brand management in the light of the International
Trade Liberalization Agreement, as it affects many
aspects, including spiritual image, consumer
behavior, and other aspects. The impact on the life
cycle. Telecommunication industry is considered as
one of the most extensive rapid growing sector
which include all population categories especially
the young population category that always go after
new updated technology [1] where population that
use mobile services in Jordanian
Telecommunication organizations around
(8,700,000) with 85.3% penetration in Dec-2019
(internet world stats 2019 ) ; Jordanian
telecommunication organizations are working hard
in order to surviving in demanding and changing
environment [2] and because the customer is
considered as the main component for the
organization's continuity and success; besides the
rapid business environment change and
development where any organization looks for
increasing profit and competitive advantage by meet
its customers' demands and expectations in the
course of the evolvement of technology and
development of web-based customer service, where
all leading to decrease cost and provide significant
services quality, and serve to enhance customer
loyalty. Moreover, the concept of E¬CRM was
developed, through a period of followed
technological transformation, interacting with
customers and potential customers concerned about
the foundation, enlargement, and strengthening of
individualized customer interactions in order to
maximize customer value
lifetime value. [3] Due to Internet penetration,
organizations need to reach and maintain their
competition 47 deferential versus competitors to
increase profit and market share. Thus, the strategy
needs to build a long-lasting relationship with
customers to enhance customer loyalty; therefore,
organizations invest in developing their services and
strategy that cause moving towards E-CRM; and
resulting in meeting their customers' changing
demands. The telecommunication industry's
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.131
Shatha Abdel-Kareem Almahadeen,
Excimirey Amer Al-Manasrah
E-ISSN: 2224-2899
1452
Volume 19, 2022
Abstract: The aim of this study is to demonstrate the role of E-CRM (Electronic customer relationship
management) in enhancing the loyalty of the customer. E-CRM will be measured by its dimensions (customer
service quality, information quality, fulfillment, rewards and ease of navigation) in customer loyalty. The study
will focus on Jordanian telecommunication companies’ customers. The sample size will be determined after the
proposal acceptance. A questionnaire will be developed to collect the primary information, which includes the
questions that measure the variables of this study. The study will use qualitative and quantitative statistical
methods to study the data, test hypotheses and reach the study results.
awareness has heavily invested in technology and
the internet. On the other hand, there still a lack of
E-CRM as new technology and how to use it as a
strategic solution to organize existing systems and
stand the relationship with their customer to
enhance customer loyalty.
2 Study’s Objectives
The study explored The Role of Electronic
Customers Relationship Management in Enhancing
Customer Loyalty at Jordanian Telecommunication
Industry. The research Importance arises in covering
an important and vital industry sector, which is the
telecommunication sector in Jordan, finding out the
effect of E-CRM in enhancing customer loyalty at
the Jordanian telecommunication industry, Assess
E-CRM and its dimensions deeply, evaluating E-
CRM with its dimensions and reflect its role and
link it with customer loyalty, lead to create an
application that will facilitate and help
telecommunication companies in enhancing their
customers’ loyalty. The main research objectives are
to measure the effect of each E-CRM dimension in
Jordanian Telecommunication companies on
customer loyalty, also to discover which E-CRM
dimensions have the most significant effect on
customer loyalty at Jordan telecommunication
companies, and recommend the essential E-CRM
dimensions that the companies should consider in
their process to enhance customer loyalty.
3 Study’s Significance
The significance of the research is in covering an
essential and vital industry sector, which is the
telecommunication sector in Jordan, explore the
using level of E-CRM and its dimensions at the
Jordanian telecommunication industry, and Evaluate
the impact of the E-CRM on customer loyalty. As
far as the researchers know, this has not been
mentioned in previous studies as it links important
variables in vital sector such as the Jordanian
telecommunications community represented by
Orange, Umniah, and Zain.
4 Study Objectives
Current study's problem is represented by testing the
effect of (E-CRM) in raising customer loyalty in the
Jordanian communication industry. The targeted
dimensions of such disclosure are (information
quality, customer service quality, rewards,
fulfillment, and ease of navigation dimensions).
Specifically, the study problem manifests in this
question: (What is the effect of (E-CRM) in
enhancing customer loyalty in the
telecommunication industry in Jordan?) Where the
above query will lead to answering these sub-
questions:
1- What is the effect of information quality on
customer loyalty in the Jordanian
telecommunication industry?
2- What is the effect of customer service quality on
customer loyalty in the Jordanian
telecommunication industry?
3- What is the effect of rewards on customer loyalty
in the Jordanian telecommunication industry?
4- What is the effect of fulfillment on customer
loyalty in the Jordanian telecommunication
industry?
5- What is the effect of ease of navigation on
customer loyalty in the Jordanian
telecommunication industry?
5 Study Objectives
H0: There is no significant E-CRM effect on
customer loyalty at Jordanian Telecommunication
Companies (a0.05≥) The following sub-hypotheses
are derived from the main hypothesis:
Ho1: In Jordanian telecommunication firms, there is
no statistically significant effect of information
quality on customer loyalty at the level (0.05).
Ho2: In Jordanian telecommunication firms, there is
no significant effect of customer service quality on
customer loyalty (0.05).
Ho3: At the level (0.05), there is no substantial
effect of awards on customer loyalty in Jordanian
telecommunication businesses.
Ho4: At the level (0.05), there is no substantial
effect of customer loyalty fulfillment in Jordanian
telecommunication firms.
Ho5: At the level (0.05), there is no significant
effect of ease of navigation on customer loyalty in
Jordanian telecommunication businesses.
6 Theoretical Framework
The concept of E-CRM is derived from e-
commerce. It uses an internet environment and
touchpoint to interact with customers such as e-mail,
website, internet, and intranet. E-CRM is
basically through IT to assimilate external
marketing strategies with internal organization
resources, leading to recognizing and fulfilling
customer needs [4]. Electronic customer relationship
management refers to a set of marketing activity
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DOI: 10.37394/23207.2022.19.131
Shatha Abdel-Kareem Almahadeen,
Excimirey Amer Al-Manasrah
E-ISSN: 2224-2899
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Volume 19, 2022
tools and techniques using the internet to deliver it;
that aims to build a long-term relationship between
organization and customers to enhance customer
experience and get customer loyalty [5]. [6]
mentioned that E-CRM showed the act of handling
customer relationships electronically to enable the
organization to provide suitable services and
products that will satisfy their customers and
improve their loyalty. E-CRM work on smoothing
and facilitating the communication between the
organization and its customers’ which will influence
the customer expected and perceived service
quality, wherein it impacts their loyalty and
satisfaction.
E-CRM is considered a business strategy tool to
develop customer relationships to enhance and boost
income, profitability, and customers’ needs [7].
Where [3] agreed that E-CRM indicates the
marketing activities; tools plus techniques
connected over the internet by technologies to build
and enhance customers’ relationships lead to
customer loyalty. According to previous definitions,
E-CRM is considered paramount for business and
organization by using the internet, which reduces
cost by connecting customers and services to gain
customer loyalty.
6.1 E-CRM Importance
Based on E-CRM’s above definition, it is obvious
that any organization’s key objective that has online
marketing activities is to sustain the relationship
with its customers to position a competitive edge
between competitors; to maximize profit. E-CRM
appears to enable the organization to achieve such
objectives to focus in one of a most important goal
that is to make the customer happy since they are
the ones who keep the business in succession [8];
and as mobility and flexibility are the keywords that
describe society today [9]so the organization has to
have appropriate implementation for E-CRM;
Execution process of E-CRM, in general, contains
following phases: (i) Developing E-CRM vision, (ii)
Defining E-CRM strategy plan, (iii) Develop E-
CRM operational plan, (iv) Market assessment /
Competition mapping, (v) Training the customer,
(vi) Implement E-CRM program, and (vii) Analysis
of E-CRM performance. (10).
6.2 E-CRM Dimension
List the This study contains five dimensions of E-
CRM that help in investigating and assessing the
role of E-CRM in enhancing customer loyalty in the
Jordanian telecommunication industry.
These dimensions are:
1.Information Quality: The information quality
describes as an info used to describe the status of the
organization. This description could be applicable
for a person, an object, or a location that is thought
to be the interface between a user and an
application. An entity could be a person or an item
[2]; there was a suggestion for information quality
major dimensions that consisted of accessibility
fundamental quality (content quality), contextual
quality, as well as represented quality were all
considered. On the other hand, [11] for information
quality suggested four different update dimensions
in his model, he has updated factors for information
quality, which determine the satisfaction of users,
leading to customer loyalty by the intention of
future use. Many studies conducted the relationship
between customer organizational loyalty gained
through customer satisfaction and information
quality. [11] model indicated that all four
dimensions for information quality (content quality,
connection quality, interaction quality and
contextual quality) are related to user satisfaction
positively. It mentioned that the user's satisfaction is
positively connected to users' purpose of use the
organization's facility. [12] confirmed that there are
characteristics that affect the consumer plans for
online use concerning website information quality
such as richness, readability, and updated newness
of website information; richness refers to enough
knowledge, readability is accurate, while originality
is to information novelty.
2. Customer service quality: Generally speaking,
service is defined as a work done or duties formed
for a government, company, or other entities
(Oxford Advanced Learner’s Dictionary). [13]
penned that the service defied economic activities
that generates time, location, form, or psychological
serviceability. They also add service 50 fined
contrary to goods as tangible objects that can be
created and sold. On the other hand, service is
intangible since it is produced and consumed at
once. Service quality is an essential element for
using e-services and organizations' websites because
of the increase in services among the competitors
[14]. Customer service is a set of activities designed
to develop customer satisfaction which appears
apparently through the impression that customer has
when a product or services Customer expectations
and perceptions must be met, as well as, quality is to
be measured if customer service output is in track
with the organization standard and conditions [15].
Where [16] penned that, to get the service's quality,
top management must consider service performance,
not only financial performance. In this regard, [17]
mentioned that service quality is the result
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according to the customer experience between their
expectation and perceptions of the way for services
received.
3. Rewards: Rewards are considered one of the
central pillars for loyalty and retention programs to
gain customer loyalty; getting new customers will
cost the organization five times more than retain
customers or get their satisfaction. Rewards
programs are designed to target customers selected
according to terms and conditions that the
organization developed and admit to set them to
enjoy and benefit from it. Customers will be
enrolled in loyalty programs because loyalty
programs’ main goal is to keep customers and
satisfaction for spared positive word of mouth.
Accordingly, loyalty programs are designed to
distinguish customers who frequently buy in
substantial amounts [16]. Rewards are defined by
18] as an attribute used to attract customers and
consider their technique segregated since it allowed
the customer to get points regarding each visit or
purchase. Rewarding, according to [19] it is a
strategy using in a different domain to improve
people’s effectiveness where a successful reward
strategy dramatically enhances the engagement of
the applicable target audience. Rewards defined by
[20] as a loyalty program which offered from the
organization to customers who have purchasing
behavior of repeated purchasing, [20] mentioned
examples for the reward under the loyalty program
such as free merchandise, coupons. [21] noted that
the objective of the rewards program divides into
groups. Firstly, those programs are designed to save
and protect the current customers and, at the same
time, maintain sales level, profit as well. Secondly,
it is to enhance the market share by increasing the
sale. The third one is to motivate crossed-selling for
the organization’s products and services.
4. Fulfillment: Fulfillment is one of the E-CRM
elements and is defined as the process responsible
for providing consumers with their requests in a
specific time frame and correctly; in other words, it
means transferring customer’s business needs into
solutions [22]. In this vein [22] added, the
mentioned process was created to inform customers
about their request status, either a purchase order or
complaint or any other services to ensure
completion on time as a result that will guide to
delight satisfy customers. In this regard, [23] argued
that effective fulfillment strategies would give
customers many advantages: significant quantities
of customers’ information, which lead to prospects
quickly, easily, efficiently, whatever if provided
service or product. Responses to customers request
in fulfillment way is critical for the organization.
Accordingly, [23] stated that organizations must
have an infrastructure and capability to fulfill since
fulfillment is important for the organization to
support and serve their customer. On the other hand,
[24] considered fulfillment a dimension of online
ethics as they defined the fulfillment “on-time and
accurate delivery of an online purchase, accurate
product representation and proper technical
functioning of the website” where it affects
positively on customer satisfaction. [25] mentioned
that fulfillment is one of the dimensions of
fluctuations in the quality of electronic services. In
this context, they emphasized the Fulfillment gap
identified as a general contradiction between
customer expectations and real perceptions. In this
regard, they develop the sub-dimension of quality of
fulfillment that affects electronic services that
indicate variation in Service stability.
5. Ease of navigation: [18] defined ease of
navigation as one of the E-CRM dimensions that
indicate building customer gates formatting the
content simple to use, navigating quick access to
information needed, and minimizing users’ efforts.
[26] stated that OCE (online customer Experience)
is considered one of the business results regarding
customer loyalty. One of the OCE elements is
website ease navigation, which [26] posits that it
positively impacts customer loyalty. The websites
that facilitate any action on the website, either
purchasing, complaining, or complete order, are the
websites’ features and tools. [26] stated, ease of
navigation features and tools would enhance
understanding of online shopping benefits and
increase the chance of repurchasing.
Moreover, it reduces the mental and physical efforts
used by shoppers, which will result in customer
loyalty. In the same vein, [26] stated that to reduce
electronic inadequacy negativity on customer
loyalty; marketers need to work on enhancing ease
using of the website or the application by adding a
self-explanatory video that shows to users the steps
for any action customers need to do either
requesting; complaining or follow- up process order.
On the other hand, marketers may use data analysis
to determine if there are issues customers face while
navigating on the website, which will help them
revamp the website and enhance the features and
tools used to ease website navigation.
6.3 Customer Loyalty
[16] defined customer loyalty as a “highly
commitment from customers to re-buy or to re-
patronized for preferred service or product in the
future even though of situational influences and
marketing efforts which have potential to cause
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switching behavior.” The same vein [28] defined
customer loyalty as ongoing repurchase a preferred
service or product from the telecom service provider
regardless of marketing efforts or choices to
encourage customers to change. When customer
loyalty defies competing offers, customer retention
strategies that are executed professionally, a
competitive advantage of the organization,
confirmed that customer loyalty is considered a
crucial investment return tool. Loyal customers
provide positive word of mouth and do positive
business reviews to potential customers.
6.4 Customer Loyalty Importance
After revising many types of research and scientific
papers, there was much different importance that an
organization will get benefit from loyal customers,
the most discussed and agreed as the following:
1. Less price-sensitive: [33] mentioned that satisfied
customers are less sensitive to the price change, and
competitors’ attacks will take less influence for
those considered loyal customers for the
organization. The similarity [15] mentioned that
once customers become familiar with the
organization provided services and the prices.
Hence, as they are loyal customers and joy and
satisfied with the services, the price will not be a
stumbling block for the organization towards its
customers.
2. Loyal customers: are easy to keep and serve [16]
penned that loyal customers are easy for marketers
to attract and serve. [15] Since loyal customers buy
repeatedly and E-CRM ease to keep this info for the
organization, their demands and wants are known,
which means that organization will provide the
wanted services and products that match their
interests and needs.
3. Loyal customers are retaining with organization:
[15] According to the customer’s loyalty
dimensions, either behavioral and attitudinal loyalty,
if organizations satisfies its customers, it will reflect
on their attitude and behavior towards its products
and services.
6.5 Jordan Telecommunication
Jordan's communications infrastructure is well-
developed. Jordan's telecommunications
infrastructure is rapidly evolving and being updated
and expanded. Jordan uses a variety of media to
communicate, including the telephone, radio,
television, and the internet. [34]. The
telecommunication and information technology
sector participate in a huge portion in the Jordanian
GDP (Gross Domestic product). By developing the
services provided to be considered access and base
for economic growth and social life in the Kingdom,
the workforce's market-oriented policies,
infrastructure, and rehabilitation have contributed to
strengthening and encouraging local and foreign
investment [35].The contribution of the
telecommunication sector in GDP (Gross Domestic
Product) was 4% and ranked with the seventh place
among the ten sectors that contributed Jordan
economic (Jordan Economic Growth Plan 2018 -
2022) from [36].
Orange: In 2006, the JTG
integrated its four companies under one umbrella to
become Jordan's sole integrated operator, marking
the most major integration of its sort in the market.
[37]. Umniah: Apart of Bahrain's Batelco Group,
soon established a reputation for being first. The
company was a forerunner in delivering cutting-
edge communication technology that successfully
democratized broadband access for personal and
business usage. [38]. Zain: In 1995, Zain Jordan
modified Jordanian telecom by launching mobile
GSM services.
7 Literature Review
[39] This study aims to observe the impact of
customer satisfaction, trust, privacy, and service
quality on the success of electronic customer service
relationship management (E-CRM) systems. This
study's approach is a survey method where the study
sample comprises 378 valid questionnaires; partial
least squares verify the study model with structural
equation modeling. The study's conclusion showed
that the quality of service affects customer
satisfaction and trust, which leads to customer
loyalty and success of E-CRM systems in
Organizations. [40] This study aims to assess the
importance of organization website ideas and test its
elements that lead to developing the competitive
advantages of marketing services in the UK and
Russia. The methodology of Study qualitative
exploratory is conducting 14 interviews with
marketing experts that are experts in website design,
marketing, and communication. The study
conclusively shows that the corporate website
reflects the corporate identity towards its strategy. In
the same vein, research suggests a group of factors
that affect the corporate competitive advantage. One
of them is navigation in addition to (visual,
information, usability, customization, security,
availability, website credibility, customer service,
perceived corporate social responsibility, and
perceived corporate culture). The study findings
from Russia and UK customers the importance of
useful corporate websites, but UK customers are
more demanding in the level expectations form
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Shatha Abdel-Kareem Almahadeen,
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Volume 19, 2022
websites than a customer from Russia. [41], The
study’s objective of the study is to search marketing
analysis by improving a customer loyalty method
for (SMEs) in the service sector, based on (CRM) in
developing the economy. The method of this study
is considered exploratory research with a qualitative
approach. The study results revealed a need to
improve the framework for customer loyalty for
SMEs based on CRM and make it operational. [42],
In this study, the researcher searched for customer
satisfaction (in the electronic-customer relationship
management (e-CRM) and customer loyalty
relationship by records for one of the largest retail
banks in Kenya. The study’s approach is the survey
method, the results analyzed by exploratory factor
analysis to define the validity scale, besides the path
analysis and multiple regressions modeling to test
hypotheses. The study sample was 78 valid
questionnaires. The study conclusions demonstrated
that the interaction between e-CRM transaction
types and customer satisfaction was statistically
primary and expected customer loyalty to happen.
However, the interaction did not significantly
account for more variance than just e-CRM features
and customer satisfaction. The path analysis showed
a lack of potential significant mediation effects of
customer satisfaction on the relationship between e-
CRM and customer loyalty. [26], The goal of this
research is to look into the many aspects of online
customer experience (OCE) and how they affect
satisfaction and loyalty in the context of clothes e-
commerce. Besides, it searches for the influence of
gender on the OCE-satisfaction-loyalty chain. The
study’s methodology consisted of a conclusion
according to the literature and using two samples
(exploratory factor analysis and confirmatory factor
analysis) for people using online shopping for
clothes in India. The study conclusively showed a
relationship between OCE psychological and OCE
functionality factors, where both OCE dimensions
affect the loyalty direct or indirect through
satisfaction. On the other hand, the study faced
limitations as the results limited to OCE factors in
India regarding the clothing e-retail context. [43]
This study aims to analyze online satisfaction and e-
trust to mediate the relationship between e-service
quality and online loyalty (attitudinal and behavioral
elements). The study’s usage sample consisted of
(302) website users of amazon.com in Jordan. The
study’s approach is confirmatory factor analysis,
and structural equation modeling was performed to
test the study’s relationship dimensions. The study
results showed that confirmed relationships that
satisfaction mediated the relationship between
electronic service quality and behavioral and
attitudinal loyalty and mainly explanatory factors of
electronic service quality with efficiency, privacy,
and customer service. [2], The study’s objective is
to measure the impact of customer relationship
management systems CRMS and their dimension:
(System Quality, customer information quality,
system usage, user satisfaction, and system impacts)
on Jordanian Telecommunication Companies’
Performance. The usage sample of the study
consisted of Jordanian Telecommunication
Companies (Orange; Zain; Umniah). The thesis
used a purposive sampling consisted of the
employee who deals directly with systems; 140
questionnaires were valid to analyze. The
methodology was descriptive using frequencies,
percepts, means, and stander deviation. The study
findings showed a high positive impact on the
customer relationship management system on
Jordanian Telecommunication Companies’
performance. [1], The study’s objective is to
identify the service quality constructs for the
telecommunication industry in Egypt and study
customer satisfaction and switching barriers on
customer loyalty and mediating between switching
barriers on the customer satisfaction and loyalty.
The study’s approach is an empirical causal
framework developed and tested through qualitative
and quantitative phases. The study results showed
that the quality of the network, customer support,
and pricing structure are the key service quality
hypotheses that affect the customer satisfaction, and
shows how the customer is more interested in the
essential services other than benefits and value-
added services.
[15], This study aims to determine the effects of E-
CRM on customer loyalty in Zain
telecommunication Company in Jordan regarding;
information quality, customer service quality,
personalized level, and fulfillment. The study
sample consisted of randomly of (500) business
customer employees from different job positions.
The study findings confirmed an effect for E-CRM
with information quality, customer service quality,
and customer loyalty that contains attitudinal and
behavioral loyalty in Zain Company in Jordan.
[44] This study analyzes the relationship between
customer satisfaction dimensions and customer
loyalty by examining the meditating role marketing
relationship skills in Mobile service operator (MSO)
in Jordan. The study approach was empirical. The
data sample consisted of 1350 mobile subscribers
1007, which was valid to analyze; the framework
was developed and tested through qualitative and
quantitative phases. The study results indicated that
customer satisfaction comprises three factors or
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DOI: 10.37394/23207.2022.19.131
Shatha Abdel-Kareem Almahadeen,
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E-ISSN: 2224-2899
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dimensions (overall satisfaction, functional
satisfaction, and technical satisfaction). The results
showed a positive effect between customer
satisfaction dimensions and customer loyalty. On
the other hand, marketing skills are partially
mediating the relationship between customer
satisfaction and customer loyalty.
8 Methodology
The study describes study variables indication at
which of them is preferable from the respondents’
perspective, and analyze the impact of the E-CRM
on customer loyalty at the Jordanian
telecommunication companies, as well as the effect
of each dimension of E-CRM on customer loyalty at
Jordanian telecommunication companies.
Population and sample study: The study targeted the
three Jordanian telecommunication companies’
customers (Orange, Zain, Umniah) who benefit
from their company’s online services by using E-
CRM technology internally. The researcher used a
random sample to reach the customers who benefit
from online services. The researcher distributed
questionnaires online to randomly reach customers
for the three companies (Orange, Zain, Umniah);
out of 384 received responses, 315 questionnaires
were found valid, representing (82 %) of overall
received questionnaires.
Statistical analysis of data: The researcher used the
following statistical methods in analyzing data and
testing hypotheses according to the SPSS program:
1.Reliability: Cronbach’s Alpha reliability
coefficients for study variables were calculated,
according to [45] Cronbach’s Alpha is considered
acceptable (0.70) or above. The Cronbach alpha
coefficient values of the study’s dimensions are
within the range of 64.7 % – 96.1 %.
2. The natural distribution test: The test results
showed the values of the Skewness was (-.126 to
.175), the Kurtosis was (-0.655 to .349), sig was
.068. Based on the results, the data collected have a
normal distribution. [46]
3. The Multicollinearity test: The current study's
researcher calculates the variance inflation factor
(VIF) and tolerance levels. Less than 1 and larger
than 0.2 are the tolerance levels. Values of the
variance inflation factor (VIF) are fewer than five.
That rule eliminates the possibility of a
Multicollinearity issue. It denotes that the
information can be used for statistical analysis [47].
9 Descriptive Statistic Results
There’s differentiation in the number of customers
in Zain, Orange, and Umniah, Umniah is
represented with (21%), while Zain and Orange
were (39.4) % and (39.4) % respectively, which
shows that both Zain and Orange own the largest
market shares, and that matches the reports issued
by [35]. 71.1 % of the responses were from non-
students, and ranges between “26-35 years” 36.2%
and that agrees with [50] on that people aged (15-
64) years is 62%, which indicates that the users of
technology are youth. Females were represented by
67% while males were 33%, Most of the
participants were “Married”, and the 59.7% of them
are holding “Bachelor” degree.
10 The Descriptive Analysis Results
1) The information quality variable as a whole
scored; (Mean = 3.579), and the statement “The
company keeps coordinated its website to meet
customers’ needs” took the highest response (3.70).
2) Customer Service Quality variable in total
scored; (Mean= 3.382), and the statement “The
company website provides sufficient facilities to
complete the search for services and products” took
the highest response (3.60).
3) The variable Rewards in total scored; (Mean=
2.730), the statement “The loyalty program that
company used is appropriate” took the highest
response (3.41).
4) The variable fulfillment as a whole scored
(Mean= 3.382). The statement “company provides a
match with the required service” took the highest
response (3.80).
5) The ease of Navigation variable as a whole
scored (Mean= 3.681), the statement “company’s
website uses the easy and clear language” took the
highest response (3.80).
6) Customer Loyalty variable in total (Mean=
3.630), and the statement “Always consider my
company as a first option” took the highest response
(3.67).
11 Results
The findings of testing the primary hypothesis are
presented in this section by the current study's
researcher. Using multiple linear regression
analysis, the primary hypothesis was put to the test.
The following are the findings of this investigation:
11.1 Multiple Regression
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.131
Shatha Abdel-Kareem Almahadeen,
Excimirey Amer Al-Manasrah
E-ISSN: 2224-2899
1458
Volume 19, 2022
The As shown in table (1) H0.1: the results of
multiple regression indicate that there’s a significant
effect of Electronic Customer Relationship
Management (E-CRM) on customer loyalty in the
Jordanian telecommunication industry as (F=85.294,
P <0.05). Accordingly, the null hypothesis is
rejected, and the alternative hypothesis is accepted.
The results show that (R² =0.580) points out that
Electronic Customer Relationship Management (E-
CRM) explains 58% of the variance in the
dependent variable customer loyalty at Jordanian
Telecommunication companies. Where
“Information Quality “and “fulfillment” weren't
significant since the sig. is (<0.05) and the analysis
was multi-step regression Standardized.
11.2 Simple Regression
The first hypothesis test shows that information
quality has a major impact on customer loyalty in
Jordan's telecommunications business. The
alternative hypothesis (t = P0.05) is accepted,
whereas the null hypothesis is rejected. The results
demonstrate that in the Jordanian
Telecommunication business, information quality
explains 25.1 percent of the variation in the
dependent variable customer loyalty (R2 = 0.251).
The second hypothesis test shows that customer
service quality has a considerable impact on
customer loyalty in Jordan's telecommunications
business. The results demonstrate that (R2 = 0.249)
information quality explains 24.9 percent of the
variation in the dependent variable customer loyalty
in the Jordanian Telecommunication business,
where (t = P0.05) the null hypothesis is rejected and
the alternative hypothesis is accepted.
The third hypothesis test reveals that incentives
have a major impact on increasing customer loyalty
in Jordan's telecommunications business. The results
demonstrate that (R2 = 0.445) incentives explain
44.5 percent of the variation in the dependent
variable when the null hypothesis is rejected and the
alternative hypothesis is accepted (t = P0.05)
(customer loyalty in the Jordanian
telecommunication industry).
The fourth hypothesis test reveals that fulfillment
has a major impact on customer loyalty in Jordan's
telecommunications business. The results reveal that
(R2 = 0.400) fulfillment explains 40.0 percent of the
variation in the dependent variable customer loyalty
in Jordanian Telecommunication firms when the
null hypothesis is rejected and the alternative
hypothesis is accepted (t = P0.05).
The final hypothesis test reveals that navigation
ease has a major impact on customer loyalty in
Jordan's telecommunications business. The
alternative hypothesis (t = P0.05) is accepted,
whereas the null hypothesis is rejected. The results
suggest that the dependent variable (R2 = 0.451)
explains 45.1 percent of the variation (customer
loyalty in the Jordanian Telecommunication
industry).
12 Results Analysis and Discussion
The relationship between E-CRM effort and
customer’s loyalty is positively related and that
agrees with [3], [2], and [18] showing that using E-
CRM characteristics such as customer service
quality that provided to customers has a significant
effect as considered the first point when customer
assess the website, additionally; [49] presented that
using CRM, in general, can ease the processes for
marketing as well as sales’ processes, which will
have an impact by improving customer services;
identifying customer loyalty and increase market
share which resulting increase companies’
competitiveness. And that agrees with [30] that
showed that the quality of service affects customer
satisfaction and trust, which leads to customer
loyalty and success of E-CRM systems in
Organizations. The result of R2 for electronic
customer relationship management E-CRM was (R2
=0.580), which considered high; and in this vein,
considered reasonable according to [3] as mentioned
that set in E-CRM strategy into business strategy
will lead companies for better understanding for its
customers’ needs and wants which will affect
directly improving company’s profitability through
increased customer loyalty. As a result, the main
hypothesis Ho1 There is no a significant effect
between using electronic customer relationship
management and customer loyalty at Jordanian
Telecommunication Company was rejected, and the
alternative positive hypothesis that says: There is a
positive effect of ECRM a ≤ 0.05 was accepted.
13 Conclusions
The study concluded that E-CRM has affected the
customer loyalty positively in the Jordanian
telecommunication companies. The researchers also
recommend increasing the focus on customer
information quality level in (Orange, Zain, Umniah)
telecommunication companies in order to be able to
provide the right and reliable information at the
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.131
Shatha Abdel-Kareem Almahadeen,
Excimirey Amer Al-Manasrah
E-ISSN: 2224-2899
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Volume 19, 2022
right time with correct and organized manner, it will
be beneficial if (Orange, Zain, Umniah) companies
offer different rewards programs to its customers in
order to increase customer loyalty, It is worth for
(Orange, Zain, Umniah) to update their websites and
applications that customer used according to
periodical survey that meet customer needs and
recommendations, and increase attention is needed
for the factors such as (Ease of Navigation and
fulfillment) for the websites and application which
effect positively in customer loyalty. The
researchers recommend future studies to make more
investigations about E-CRM in different sectors,
and to study in depth the dimensions such as
(perceived trust, personalization level, price
attractiveness) that are not discussed in this article.
The article advices decision makers in the Jordanian
Telecommunication companies to adopt E-CRM
systems since its proven that it will affect loyalty.
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E-ISSN: 2224-2899
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Shatha Abdel-Kareem Almahadeen,
Excimirey Amer Al-Manasrah
E-ISSN: 2224-2899
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DOI: 10.37394/23207.2022.19.131
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