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The impact of CRM on QoE: An exploratory study from mobile phone industry in Morocco
Institut national des postes et télécommunications (INPT), Rabat, Morocco.
Madinat Al Irfane Rabat - Institutes - Morocco, Rabat, Morocco.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).ORCID iD: 0000-0002-2427-3148
2015 (English)In: Journal of Intelligence Studies in Business, ISSN 2001-015X, Vol. 5, no 2, 22-35 p.Article in journal (Refereed) Published
Abstract [en]

Today’s mobile phone sector is marked by intensified competition and strong market penetration. In this environment, the carriers offer their customers a wide variety of services that are quite similar from one operator to another. These customers are always searching for a quality of experience (QoE). On one hand, operators interact with their customers through CRM practices inspired by their marketing strategies and rolled out through their procedures and technological support. On the other hand, the customers expect an extremely high quality of service (QoS) and subjectively perceive the utility and usability (Qp) of these mobile services. This paradox led us to study the impact of CRM on the customer experience (QoE) in the mobile phone industry, in this study with data from Morocco. Empirical data confirms existing theory, CRM determinants for QoE include quality of service, quality of interaction with customer, claims management and customer knowledge. However, we also found that practitioners are aware that organizations should look beyond the relationship to manage the customer experience. To this end we developed a model based on the first four CRM determinants and the findings in this study.

Place, publisher, year, edition, pages
Halmstad: Halmstad University , 2015. Vol. 5, no 2, 22-35 p.
Keyword [en]
CRM, QoE, QoS, Qp, Mobile services, Business Intelligence, ERP
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-29751Scopus ID: 2-s2.0-84944723362OAI: oai:DiVA.org:hh-29751DiVA: diva2:868922
Available from: 2015-11-12 Created: 2015-11-12 Last updated: 2015-11-12Bibliographically approved

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Solberg Søilen, Klaus
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CiteExportLink to record
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Citation style
  • apa
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