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Influence of customer values and self-image congruity on customer behavior based CRM performance

The purpose of this study is to investigate the influence of the key dimensions of customer value (functional value, emotional value, social value, and perceived sacrifice) and self-image congruity on customer-behavior based CRM performance. The study also attempts to investigate on the effect of ke...

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Bibliographic Details
Main Authors: Mandy Loh, Maisarah Ahmad, Syed Shah Alam
Format: Non-Indexed Article
Published: 2015
Online Access:http://discol.umk.edu.my/id/eprint/8095/
http://connection.ebscohost.com/c/articles/110307000/influence-customer-values-self-image-congruity-customer-behavior-based-crm-performance
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id my.umk.eprints.8095
record_format eprints
spelling my.umk.eprints.80952022-05-23T10:25:15Z http://discol.umk.edu.my/id/eprint/8095/ Influence of customer values and self-image congruity on customer behavior based CRM performance Mandy Loh Maisarah Ahmad Syed Shah Alam The purpose of this study is to investigate the influence of the key dimensions of customer value (functional value, emotional value, social value, and perceived sacrifice) and self-image congruity on customer-behavior based CRM performance. The study also attempts to investigate on the effect of key dimensions of customer value and self-image congruity on customer satisfaction and brand loyalty. The research model for this study was adopts an integrated framework from a previous study, and adds new element into it. This study has chosen to examine the framework in the retail industry, specifically hypermarket in Malaysia, where the adoption of CRM tools is increasing incrementally. The study target on the Generation Y who believed will be the future driver of retail industry. The findings show that perceived sacrifice appears to be a critical customer perceived value in influencing the customer behavior-based CRM performance and customer satisfaction. This study show that brand loyalty would directly influence the customer behavior-based CRM performance. Perceived sacrifice and brand loyalty should be focused when trying to improve the performance of CRM. 2015 Non-Indexed Article NonPeerReviewed Mandy Loh and Maisarah Ahmad and Syed Shah Alam (2015) Influence of customer values and self-image congruity on customer behavior based CRM performance. Management & Marketing Journal, 13 (1). pp. 23-44. http://connection.ebscohost.com/c/articles/110307000/influence-customer-values-self-image-congruity-customer-behavior-based-crm-performance
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description The purpose of this study is to investigate the influence of the key dimensions of customer value (functional value, emotional value, social value, and perceived sacrifice) and self-image congruity on customer-behavior based CRM performance. The study also attempts to investigate on the effect of key dimensions of customer value and self-image congruity on customer satisfaction and brand loyalty. The research model for this study was adopts an integrated framework from a previous study, and adds new element into it. This study has chosen to examine the framework in the retail industry, specifically hypermarket in Malaysia, where the adoption of CRM tools is increasing incrementally. The study target on the Generation Y who believed will be the future driver of retail industry. The findings show that perceived sacrifice appears to be a critical customer perceived value in influencing the customer behavior-based CRM performance and customer satisfaction. This study show that brand loyalty would directly influence the customer behavior-based CRM performance. Perceived sacrifice and brand loyalty should be focused when trying to improve the performance of CRM.
format Non-Indexed Article
author Mandy Loh
Maisarah Ahmad
Syed Shah Alam
spellingShingle Mandy Loh
Maisarah Ahmad
Syed Shah Alam
Influence of customer values and self-image congruity on customer behavior based CRM performance
author_facet Mandy Loh
Maisarah Ahmad
Syed Shah Alam
author_sort Mandy Loh
title Influence of customer values and self-image congruity on customer behavior based CRM performance
title_short Influence of customer values and self-image congruity on customer behavior based CRM performance
title_full Influence of customer values and self-image congruity on customer behavior based CRM performance
title_fullStr Influence of customer values and self-image congruity on customer behavior based CRM performance
title_full_unstemmed Influence of customer values and self-image congruity on customer behavior based CRM performance
title_sort influence of customer values and self-image congruity on customer behavior based crm performance
publishDate 2015
url http://discol.umk.edu.my/id/eprint/8095/
http://connection.ebscohost.com/c/articles/110307000/influence-customer-values-self-image-congruity-customer-behavior-based-crm-performance
_version_ 1763303935031902208
score 13.211869

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