International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064


Downloads: 76

Research Paper | Marketing | Sudan | Volume 9 Issue 6, June 2020


Measuring Effectiveness of Customer Relationship Management in Sudanese Telecommunication Companies

Nuha Hassan Elmubaher Eltayib


Abstract: The purpose of this paper is to measure the customer relationship management effectiveness (CRME) in Sudanese Telecommunication Companies and to examine its relationship with key customer response variable. Data were collected using a questionnaire survey distributed to approximately 385 Sudanese telecommunications customers using convince sampling method, a total of 286 usable responses were received representing a response rate of 74 % to identify key dimensions of CRME. Study found out the relationship between CRME dimensions, customer satisfaction and customer loyalty. The results of factor analyses discovered five dimensions for CRME, namely, organizational commitment, customer experience, process-driven approach, reliability and technology-orientation.


Keywords: Customer relation management, Telecommunication Company, organizational commitment, customer experience, process-driven approach, reliability, technology-orientation, Customer satisfaction and Customer loyalty


Edition: Volume 9 Issue 6, June 2020,


Pages: 1337 - 1344


How to Cite this Article?

Nuha Hassan Elmubaher Eltayib, "Measuring Effectiveness of Customer Relationship Management in Sudanese Telecommunication Companies", International Journal of Science and Research (IJSR), https://www.ijsr.net/get_abstract.php?paper_id=SR20621212052, Volume 9 Issue 6, June 2020, 1337 - 1344

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