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Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services

This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional parad...

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Main Authors: Abid, M.F., Siddique, J., Gulzar, A., Shamim, A., Dar, I.B., Zafar, A.
Format: Article
Published: Routledge 2022
Online Access:http://scholars.utp.edu.my/id/eprint/33907/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142127454&doi=10.1080%2f10496491.2022.2143987&partnerID=40&md5=dc074e3ab39e7118fb51118d42ecefe7
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id oai:scholars.utp.edu.my:33907
record_format eprints
spelling oai:scholars.utp.edu.my:339072022-12-20T03:47:15Z http://scholars.utp.edu.my/id/eprint/33907/ Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services Abid, M.F. Siddique, J. Gulzar, A. Shamim, A. Dar, I.B. Zafar, A. This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty. © 2022 Taylor & Francis Group, LLC. Routledge 2022 Article NonPeerReviewed Abid, M.F. and Siddique, J. and Gulzar, A. and Shamim, A. and Dar, I.B. and Zafar, A. (2022) Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services. Journal of Promotion Management. ISSN 10496491 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142127454&doi=10.1080%2f10496491.2022.2143987&partnerID=40&md5=dc074e3ab39e7118fb51118d42ecefe7 10.1080/10496491.2022.2143987 10.1080/10496491.2022.2143987 10.1080/10496491.2022.2143987
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty. © 2022 Taylor & Francis Group, LLC.
format Article
author Abid, M.F.
Siddique, J.
Gulzar, A.
Shamim, A.
Dar, I.B.
Zafar, A.
spellingShingle Abid, M.F.
Siddique, J.
Gulzar, A.
Shamim, A.
Dar, I.B.
Zafar, A.
Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
author_facet Abid, M.F.
Siddique, J.
Gulzar, A.
Shamim, A.
Dar, I.B.
Zafar, A.
author_sort Abid, M.F.
title Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
title_short Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
title_full Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
title_fullStr Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
title_full_unstemmed Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
title_sort integrating the commitment-trust theoryâ to gauge customers loyalty in riding services
publisher Routledge
publishDate 2022
url http://scholars.utp.edu.my/id/eprint/33907/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142127454&doi=10.1080%2f10496491.2022.2143987&partnerID=40&md5=dc074e3ab39e7118fb51118d42ecefe7
_version_ 1753790752834453504
score 13.211869

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