The Impact of E-CRM on the Customer Loyalty of Airline Companies (Field Study in Jordan Market)

Abstract

Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance. This paper reports on a study that examines the relationship between e- CRM and customer loyalty. This study contributes to the limited literature on e-CRM strategy since little is known about the impact of CRM on loyalty in the Airline industry in Jordan. Data were collected through a questionnaire survey of Airline companies in Jordan. Hierarchical regression analyses on a sample of  (513 passengers) Airlines companies,  The study found that there is a strong relation indicates that the communication function through the company's website have an important and effective role in creating the customer's loyalty to the airline company. and  the interactive function is very important in creating the customer's loyalty to the airline company since it is necessary that the company's website be easy to navigate through, and indicates that security is also an important element for interaction and creating loyalty , there are no Differences in Impact of (E-CRM) on the customer's Loyalty due to sample Age. but  there are differences in Impact of (E-CRM) on the customer's Loyalty due to sample education level and customer Experience , Came to (Under Graduate and More than Ten times) favor

Keywords: Customer relationship management, customer loyalty, Airlines company.