THE ROLE OF CHANGE MANAGEMENT AND OUTPUT QUALITY ON THE CUSTOMER SATISFACTION OF THE IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM IN PUBLIC SECTOR

  • Ahmed AlArafati Universiti Utara Malaysia, Sintok, MALAYSIA
  • Kadzrina Abdul Kadir Universiti Utara Malaysia, Sintok, MALAYSIA
  • Sami AlHaderi Taibah University, KINGDOM OF SAUDI

Abstract

In today’s business world, the focus of marketing has shifted from transactional marketing to relationship marketing. This is because establishing, enhancing and maintaining customer relationships have always been critical factor for business success. The phenomenon of customer relationship management is an important process of business in which client relationships, brand value as well as customer loyalty are developed through various marketing strategies and activities. Customer relations management is a tool that allows businesses to create long-term relationships with existing and new customers while streamlining its corporate performance. The main purpose of this paper was to develop an understanding of the mediating effect of output quality on the relationship between change management and customer satisfaction on implementation of customer relationship management. The data collection of this study is a survey questionnaire which is distributed to the employees who is working in organization implemented CRM system in public sector. The questionnaire which is used for the analysis are 356 cases. The data collected is tested and analyzed by using the SPSS and Partial Least Squares (PLS). It was found that change management has a significant affect to the output quality. And also there is a significant effect about the effect of output quality on the customer satisfaction of CRM implementation. Besides that, this study found that output quality has a mediator role in the relationship between change management and customer satisfaction on implementation of customer relationship management.

Author Biographies

Ahmed AlArafati, Universiti Utara Malaysia, Sintok, MALAYSIA

School of Business Management

Kadzrina Abdul Kadir, Universiti Utara Malaysia, Sintok, MALAYSIA

School of Business Management

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Published
2019-06-30
How to Cite
ALARAFATI, Ahmed; ABDUL KADIR, Kadzrina; ALHADERI, Sami. THE ROLE OF CHANGE MANAGEMENT AND OUTPUT QUALITY ON THE CUSTOMER SATISFACTION OF THE IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM IN PUBLIC SECTOR. International Journal of Business and Economy, [S.l.], v. 1, n. 1, p. 48-62, june 2019. ISSN 2682-8359. Available at: <https://myjms.mohe.gov.my/index.php/ijbec/article/view/6718>. Date accessed: 07 feb. 2023.
Section
Articles