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The impact of CRM on QoE : An exploratory study from mobile phone industry in Morocco

Journal of Intelligence Studies in Business

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Title The impact of CRM on QoE : An exploratory study from mobile phone industry in Morocco
 
Creator Aziza, Amine
Oubrich, Mourad
Solberg Søilen, Klaus
 
Subject —
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Description 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.
 
Publisher Adhou Communication AB
 
Contributor —
 
Date 2015-10-20
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://ojs.hh.se/index.php/JISIB/article/view/128
10.37380/jisib.v5i2.128
 
Source Journal of Intelligence Studies in Business; Vol 5, No 2 (2015): JISIB
2001-015X
2001-0168
10.37380/jisib.v5i2
 
Language eng
 
Relation https://ojs.hh.se/index.php/JISIB/article/view/128/pdf
 
Rights Copyright (c) 2015 Journal of Intelligence Studies in Business