An integrated framework for customer value and customer‐relationship‐management performance: a customer‐based perspective from China

Abstract

In the modern customer‐centred era, customer value is a strategic weapon in attracting and retaining customers. Delivering superior customer value has become a matter of ongoing concern in building and sustaining competitive advantage by driving customer‐relationship‐management (CRM) performance. However, related studies are rather divergent, the key dimensions of customer value remain unclear, and there is no agreement on the evaluation of CRM performance. This paper develops an integrative framework for customer value and CRM performance based on the identification of the key dimensions of customer value. Emphasising the customer equity‐based view, the paper explores the decomposed effects of customer value on CRM performance in terms of relationship quality and customer behaviours. In doing so, a structural equation model is developed using the partial least square method supported by an empirical investigation of customers in China.

Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

“…Furthermore, in a recent study of mobile phone usage, consumers in the 18-24 year age group used mobile phones 71% more than the average for all age groups [29]. Additionally, [30] chose university students in their study on e-retailing research because they can use the internet for communication and commercial transactions and are a representative appropriate sample for such studies.…”

“…Tangible aspects refer to customer behavior-based CRM performance such as customer retention, repurchase, cross buying and word-of-mouth, while the intangible aspect of CRM performance is represented by customer satisfaction. Tangible aspects refer to customer behaviour-based CRM performance such as customer retention, repurchase, cross buying and word-of-mouth, while the intangible aspect of CRM performance is represented by customer satisfaction and brand loyalty [30]. Retention means the intent of customers to keep close relationship for a longer period of time with service provider.…”

“…In relation to measurement, it is believed that e-CRM performance should be measured in terms of customer-based behaviors since they are the underlying sources of value of current customers of a firm and have the potential to increase the future income streams associated with them and those prospective customers [30]. Electronic customer relationship management performance is operational zed by two dimensions namely tangible and intangible aspects.…”

“…On the other hand, brand loyalty refers to a customer's favourable attitude toward service provider and customer satisfaction is refers to how products and services supplied by service provider meet users' expectations. E-CRM performance is operational zed based on nine items adopted from [30]. The measure for customer loyalty proposed in the present study was adapted from [7] and operational zed as three dimensions that is length of relationship, trust and commitment.…”

“…Long-term relationships with customers are the key to stability in an increasingly dynamic market [30]. Customer relationship management (CRM) has become the main strategy to retain customers for companies regardless of its size.…”