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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

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