Review: Presenting Management Model of Relationship with Electronic Customer (e-crm), Customer Satisfaction and Loyalty

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1 Turkish Journal of Scientific Research. Vol., 2 (2), 44-52, 2015 Available online at ISSN Review: Presenting Management Model of Relationship with Electronic Customer (e-crm), Customer Satisfaction and Loyalty Malihe Ameri, Ehsan Sadeh, Hossein Didehkhani Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran Corresponding Author: Ehsan Sadeh Abstract: Technology acceptance is one of main topics of research related to information systems in recent decades. There are different views in understanding effective factors on users decision on information technology acceptance. There is an important point in the logic which is behind of these views that success or investment return depends on in information technology and the tendency of users to start using the system. Due to organizations investment in developing technological platforms for the discussion of user acceptance and application of new technologies that will be placed at their disposal, is important. The organization managers should identify the effective factors on using new technologies and achieving desire goals by managing and controlling. The purpose of this study was to evaluate the results of research and models that has been done in the field of relationship management with customer, customer satisfaction and loyalty. According to the model and the results, proposed a model that based on relationship management with customer played a direct role on customer satisfaction and loyalty. Keywords: Relationship management with Electronic customer (e-crm), Customer satisfaction, Customer loyalty, Model. Introduction In recent years, CRM has become a common theme in both theory and practice. Despite of the large number of articles show a positive impact of CRM activities-particularly in the areas of technological, strategic and corporate on performance and companies, have invested millions of dollars in the CRM system. The organizations complain that they have not met expectations by using CRM (Kumar et al., 2006). The emergence of e-commerce has led to dramatic changes in many aspects of the business, including the creation of new companies with new business models, opportunities and new ways of processing business, so that e-commerce has become alternative methods of communications in the areas of e-commerce sales, marketing and customer support. These changes have a new type of competitive advantage for customer relationship management (especially with the use of networked systems such as the internet, intranet and extranet). For this purpose, organizations must develop good models for monitoring clients performance by analyzing, tracking and managing events from e-commerce (Mirfakhraii et al., 2009). Prior to 1993, relationship management with customer consists of only two parts: (I) automating the sales staff and (II) customer services. But today, relationship management of customer, including any procedure that is done in the face of the customer, including sales force automation, sales and marketing management, customer services, contact management and activities. If all components of relationship management system with customer were based on their network, relationship management of customer becomes to electronic relationship management with customer (Hassanzadeh & Dalil-ALtejari, 2012). Electronic relationship management with customer (e-crm) has a positive effect on the rate of corporate management and financial indicators and one of the main results of that are the financial companies and management indicators. The intensive competition, technological developments, new 44

2 social trends and economic dynamic environment are factors that the economic views have been face to wide fluctuations. So, customer demands require specific attention due to a profound impact on organizations. In a competitive environment, organizations are able to grow only if they are able to attract their customers satisfaction. In fact, with more environmental uncertainty and instability, attention to the customer's wishes and ideas for survival, continuity and growth of the organization becomes more necessary. Focus on customer demands and consider it, is one of prominent features of today's organizations. In fact, organizations will be winner that recognize customer demands better than others and produce and present their products regarding to customers expectations (Pirayesh neghab & Daneshvar, 2011). The production and service are to ensure customer satisfaction and customers guarantee the survival continuous of producers and services providers. In today's perspective, marketing consists of growing clients, means attention to customer satisfaction and quality and loyalty and effective communication with him. So, the organizations try to have satisfied and loyal customers (Gremler & Gwinner, 2000). In fact, the origin of all objectives, innovative and marketing programs and organizational measures is in the market in general and specifically for the client. Customer orientation is the newest marketing approach and its evolution point. Customer-oriented approach begins with a study of the needs and demands of customer and continues with designing the physical product or service, production and supply, and then with the evaluation of customer satisfaction as the main indicator of performance. The foundation of all phases of the operation is the obtained data from the customer. In fact, customer is the main entrance of customer-oriented organizations system. Putting the customer first in everything and programs, also, effective respond to the needs and demands of him is the beginning of the new approach in marketing. For this purpose, to improve customer satisfaction and exceed his expectations is the main motive of organizations excellence (Pirayesh Neghab & Daneshvar, 2011). This review study has been discussed on relationship management with customer and the relation that has with loyalty and satisfaction of customers. In fact, the aim of this review study was to investigate whether all the institutions and organizations which deal with customer, these relationship are established or not. Technology Acceptance Model Results Technology Acceptance Model (TAM) is one of models that widely have been used to describe the technology adoption over the past 2 decades. According to the Social Science Citation Index, Technology Acceptance Model has been cited in 424 journals in This model claims that perceived usefulness (PU) and perceived ease of use (PEOU) are commonly the most important determinant factors of the behavioral intention to use technology. Behavioral intentions imply to "the power of desire to perform a particular behavior" and it would be expected to result in the actual use of the system. A definition of the main constructions of technology acceptance model is presented in the table below. Main factor Table 1. Table of main constructions of Technology Acceptance Model (Fishbein and Ajzen, 1975). Perceived usefulness Perceived ease of use Attitude Definition A user's subjective perception of the use of a specific applied system that result in job performance increases in an area or field of organization in Future The degree that a user expects to use in the future, this system requires no effort Individual Negative or positive sense (of evaluation) about the specific behavior The model assumes that if users imagine the use of system useful and simple, will have a better attitude toward it. Knowing useful degree and relevant attitudes result in encouraging behavioral tendency and thereby the users face to the actual use of the system. Therefore, it is expected, in an area that is widely used in the system, a high degree of perceived usefulness and ease of use can be observed. In these cases, the typical criteria have been reported such as time, implementation of the system, the implementation or use of the variety (Lee et al., 2003). However, it is expected that there is a relationship between knowing useful and ease of use. Therefore, ease of using is effective on individual tendency through Perceived usefulness and behavioral tendency. Figure 1 shows the relationship between the main constructions of technology acceptance model. 45

3 Figure 1.The main technology acceptance model (Davis, 1989). Figure 1 shows that the exogenous variables form the individual behavior in the use of technology within the framework of beliefs (such knowing useful and perception of ease of use). Exogenous variables can be for example individual characteristics such as level of education (Burton Jones & Hubona, 2005) or gender (Venkatesh & Morris, 2000) and organizational characteristics, such as the education of use of technology. Depending on external factors, perceived usefulness and perceived ease of use will have more effect on behavioral intentions (Raytaharju, 2007). Technology acceptance model has been tested widely in many research fields and in a variety of information technologies (Lee et al., 2003). In this study that a simplified model of technology acceptance is used, demographic variables such as "age", "sex", "level of education" and " hesitancy location" and "comprehensive information" was considered as exogenous variables. Mirfakhrodini et al (2009) studied in the field of relationship management with customer. The research aim was to clarify the status of relationship management with electronic customer e-crm, in the subgroup of Kavir Pioneers companies. The results showed that high levels of e-crm has led to improvements in customer satisfaction, the amount and frequency of interaction, reflecting the brand, customeroriented and efficient database management, efficient business processes, benefit of technology, excellence and innovation in services, sales improve, profitability and reduces the cost of support services. The study showed that relationship management with customer cause customer loyalty. Jarahi et al (2009) showed that with growth of technology information, organizations should know using the relationships digital advantages with customer as an undeniable need. They concluded that E-CRM was not abolished traditional marketing, but it makes its capabilities. Ang and Butle (2006) studied the effect of the use of CRM software and business performance, they concluded that the use of CRM software has a significant role in improving business performance. Recently, Leu et al (2012) also studied the effect of e-crm on customer satisfaction and loyalty in the Sinopak bank. The results of analyzes confirmed the impact of e-crm on customer satisfaction and loyalty. On the other hand, showed that customer satisfaction leads to loyalty to him. Hassanzadeh and Dalil altejari (2012) performed the research to assess the effective factors in successful implementation of relationship electronic management strategy with customer in private banking industry. Factors such as: culture, senior management, staff, technology, system integration, institutional mechanisms, customer satisfaction, employee incentives and motivators were studied. After reviewing and evaluating of the eight factors, it was found that all of these factors affect the successful implementation of Relationship Management Strategy with Customer. Although, customer satisfaction has been defined in different countries based on various indices and has various models. The measurement indices of customer satisfaction in deferent countries has discussed as follows: Swedish Customer Satisfaction Index (SCSB) Swedish Customer Satisfaction Index was presented in 1989 which consider as first national index in measuring customer satisfaction. This index was first measured to approximately 130 companies and 32 industries in Sweden. This model consists of two primary drivers of customer satisfaction: understanding Function (value) and exceeding customer expectations. Perceived value is a common indicator that consumers use to compare similar marking and classification. It is anticipated that the more essential to increase the perceived value, satisfaction and consequently increases. Another motive is to what extent, meet customer expectations about the product or service. An expectation is directly related to customer satisfaction and is used as a cognitive fulcrum in process assessment. The last link in this model includes the relationship between the behavior of complained customers and their loyalty to the company. Positive or negative effect of this factor can increase loyalty in the type of complain attend in company with suitable function and let to decrease due to weak function (Taghizadeh, 2012). 46

4 Customer Satisfaction Index in America (ACSI) This model is based on the Swedish model. Customer satisfaction index is placed in the middle of the chain. expectations, perceived quality, perceived value are reported as influencing factors in customer satisfaction. On the other hand, a customer loyalty and customer complaint is discussed as the output of the model. The main difference of this model with the pattern of Sweden, is adding of the perceived quality as distinct (Mohammad Nejad et al., 2011). Perceived quality comprise customer's overall assessment of the quality of the offered product or services in his last experience of consumption. This has a direct and positive effect on customer satisfaction. Perceived value is the perceived quality of the product compared to the price that has been paid to buy the product. Customer Expectations: This variable is composed of two parts. The first part of customer expectations, is before using the product or service that is received from other sources and empirical ways creates such as advertisements, promotions or language recommend of other customers. The second section contains customer perception on the ability of producer or service providers in providing a quality product or service in the future. After the study of model inputs, outputs are discussed. According to a popular theory in the science of marketing, the immediate consequence of increased customer satisfaction is the reduction of his complaints and increasing customer loyalty. This means that customer satisfaction increase will double the loyalty and his trust to organization in addition to customer complain, (Seydjavadin et al., 2009). Europe Quality Management Customer Satisfaction Index (ECSI) Sweden and America's successful experience in setting standards of quality and customer satisfaction has led the European organizations such as the Institute of Europe (EOQ) and Europe Quality Management (EFQM), established customer satisfaction index sponsored by the European Union, in Europe. This index was introduced in 11 European countries for the first time, in ACSI model is a modification of the ECSI model theoretically. According to this model, customer satisfaction motives is perceived image by the customer, customer expectations, perceived quality and perceived value (financial value). Perceived quality divide into two parts: hardware that means part of quality that is related to product characteristics and software that means part of quality that represent the presented services characteristics (Taghizadeh, 2012). Customer satisfaction Measuring index in Norway (NCSB) The primary pattern of Norwegian Customer satisfaction is similar to the authentic American prototype pattern except that includes the company's image and relationship with customer satisfaction and customer loyalty. The key factor to understanding the company's image is the position of the organization in the minds of customers. Along with the evolution of marketing that commercial trend to the marketing business was changed by the organizations of service provider, Norwegian customer satisfaction model was developed over time in a manner that implies a commitment relationship that is relational commitment. This model focuses on both the emotional and an arithmetic commitment. While the emotional component is hotter or emotional component. The arithmetic component is based on cool aspects of communication such as the costs of the enterprise customer. Commitment components of the model indicate the impact of customer satisfaction on loyalty (Mohammadnejad et al., 2011). Swiss National Customer Satisfaction Index (SWICS) Creating this national index was started from 1996, during a research project in the Department of Marketing and Business from the university. The important reforms that have taken place in this model was introducing a new variable, called the customer conversation 14 and at a later stage in the development of computational methods for measuring customer loyalty. The customer conversation measured by three indices: willingness to communicate verbally or in connection with the manufacturing or services, ease of conversation with customer satisfaction through dialogue. Customer loyalty is measured by three defined criteria: willingness to recommend a product or service to others, a willingness to buy this product or service, willing to offer products or service providers (Seydjavadin et al., 2009). Malaysia's National Customer Satisfaction Index (MCSI) Customer Satisfaction Index in Malaysia is a national economic indicator that has been founded in These factors, along with other economic indicators consider as one of the evaluating organizations criteria such as GDP. This model consists of 6 variables. In this model, customer satisfaction includes 3 variables: perceived quality, perceived value and customer expectations. On the other hand, the consequence of customer satisfaction includes 2 variables: "perceived image of a product or service" and "loyalty customers" (Taghizadeh, 2012). 47

5 Turkey's National Customer Satisfaction Index (TCSI) The first study on the model was performed in 2004 by Turkyilmaz and Ozkan. Then, the above model expanded and improved by Aydin and Ozer in Aydin and Ozer, according to the models of Sweden, America and Europe presented the model based on 8 variables of the models that 5-variable was derived from listed above variables, while it also contains 3 new variable. New variables include complaints and criticism control, trust, reliability and changing cost (Taghizadeh, 2012). Iranian Customer Satisfaction Index (ICSI) As stated, many American and European countries have developed indicator as national basis due to the importance of customer satisfaction. Developed indices with other economic indicators introduced as an important criteria of the organizations evaluation in these countries. Therefore, in recent years, many have been performed on designing a national index for Iran that one of the most complete index has been presented below. All components of this model are perfectly consistent with previous literature. Positive relationship between perceived quality and customer satisfaction with complaints is consistent with the results of Turkey customer satisfaction and Norway customer satisfaction indexes. The perceived quality, perceived price and surveying complaints are considered as drivers of customer satisfaction. Positive relationship between customer satisfaction and trust was in accordance with customer satisfaction index. Because trust is an important factor to increase customer loyalty and confidence and trust is the stimulus for commitment and also for successful communication, hence, a commitment consider as motive for loyalty, as well. In this model, two types of affective commitment and normative commitment is considered. A emotional commitment means that customer continue his relation with company due to enjoy and like its dependency to company (continuity due to relation and dependency). The affective and normative commitment means that customer continue their relation just for their sense in remaining in company (continuity due to commitment). So, emotional and normative commitments affect positive effect from trust and impact positive effect on loyalty. This issue is consistent with previous studies. Positive relation between customer satisfaction and company image and therefore, the positive relation between company images with customer loyalty was consistent with results of Malaysian customer satisfaction index Turkey customer satisfaction index and suggested model of Johnson et al for Norway. Positive relationship between customer satisfactions with replacement costs (the costs of replacing the product with a supplier to supplier for customers) and a replacement cost, with customer loyalty is consistent with the results of Turkish customer satisfaction index and the proposed model by Johnson et al. for Norway. Finally, the positive relationship between trust and replacement costs and company's image is in accordance with the result of the Turkish Customer Satisfaction Index. The interaction of Investigated issues leads to the formation of Iranian customer satisfaction index (Taghizadeh, 2012). In the field of Customer satisfaction, Taleghani and Rastegar (2012) studied the relationship between CRM and customer satisfaction in the banking system. The results showed that between the effects of different levels according to customers' needs and satisfy them, there is a significant difference. In total, they offered, much better communication between employees and customers, increased customer satisfaction, as well. Harrington and Vion (2008) showed that the electronic SERVQUAL model was a good predictor for overall customer satisfaction with the performance of the bank. In general, overall customer satisfaction was measured with the lower quality of services. Patterns of Customers loyalty Studies shows that different factors impact on loyalty. As it is clear, patterns types are classified in 8 different classes. It is necessary to note that these patterns are derived from world studies and their references refer to 1993 to Attitude and behavioral patterns Loyalty patterns based on attitude and behavior is common view for creating difference between attitude loyalty and behavioral loyalty of consumer. Behavioral loyalty is repeated deals and can be measured trough observable techniques. Attitudinal loyalty is defined as positive effect to continuous relation and as tendency to continuing relations and deals with undertaking relations. Uncles et al. stated the concept of loyalty as attitude, behavioral and combinational (Yang, 2010). 48

6 Loyalty pattern based on reputation In view of the patterns based on the reputation, it seems that reputation can affect the loyalty in different ways and different sources reflect this relationship in different ways. There is often a direct relation between reputation and loyalty. Among mediator factors that could affect the loyalty can be noted to satisfaction, quality, value, reliability and customer expectations (Ranjbarian et al., 2008). Customer loyalty pattern based on reputation Reputation impacts on loyalty directly. If we assume that there is a direct correlation between the reputation and image of the reputation of previous model, in which case it seems that the satisfaction is a mediator factor (Young, 2010). Customer Loyalty pattern based on quality In some models, the quality factor is directly related to loyalty and in others is related to loyalty by factors such as: satisfaction, relative attitude, advice, value, reputation and customer voice. In some models, services quality dimension is indicative of quality such as reliability, responsiveness, assurance, empathy and tangibles. it is clear that from frequency, quality factor after satisfaction is available in the more loyalty patterns. In other words, due to the influence of these factors on satisfaction and loyalty, it should consider as a key factor in each model (Ranjbarian et al., 2008). Customer loyalty pattern based on satisfaction Satisfaction is factors that exist in all loyalty factors. The effective factors on loyalty although, include 5 famous dimensions of services quality, but due to use in satisfaction evaluation, all of them consider as satisfaction factors. Effective factors on satisfactions include: trust to seller, quality, value, type of services presentation, customer expectations, communications, staff commitment, services atmosphere, customer interactions and customer social comfort ability that all are the five main dimensions of services quality consider as quality dimensions (Young, 2010). Customer loyalty model based on communication Communications can directly affect behavioral loyalty, but no output is not intended for quality communications. The communication can be studied from different perspectives. Communication can be assumed between the company and clients, clients with each other s. In some models no factor is effective in communication, while in some other models, such as trust and satisfaction, influence the loyalty and Services atmosphere. Of course there is always the contradiction of mediated factors that are associated with loyalty include trust and satisfaction (Ranjbarian et al., 2008). Customer loyalty pattern based on loyalty to company-staff In studying loyalty patterns, there are cases that in which loyalty has been segregated from customer views to company and staff. In other word, customer perception is different in field of services quality to Total Company and to staff that deals with them. This difference leads to different effectiveness on attitude and behavioral loyalty. So, satisfaction of staff is related to behavioral loyalty and trust to institute with attitude loyalty. In some patterns, this segregation has been done between organization and staff but its output in effective on customer satisfaction. In this cases, it is assumed that loyalty to staff can be effective on loyalty to company that seems logical. Maybe its reason is the impacting of satisfaction from staff on satisfaction from company. In loyalty patterns, it seems that loyalty to staff be more important than loyalty to company (Young, 2010). Hamidizadeh et al (2011) conducted a research on loyalty. They reported that factors such as has significant relation with sustainable loyalty of customers in electronic marketing s. Ecora and nikmet (2008) studied using structural Model (SEM) to determine effective factors on loyalty on South banks customers of Thailand. The achieved results lead to existing some ways for these branches, in other word, commitment and loyalty of customer increase with increasing trust and positive subject of customer and with focus and increasing services quality, customer satisfaction improves. Recently, Romanic and Til (2013) investigated the relationship between past behavioral loyalty of customers and their current tendency to create subjective reminders about brand. The results revealed that there was positive effect in where customers face with high amount of shopping and higher contribution of requirements. Also, customer requirements portion was more in response to subjective reminders in high amount of shopping. These findings showed that using of rivals has more modified effect on subjective 49

7 reminders of repetitive brand than shipping reminders effect. According to mentioned issues, the following model presents (Figure 2): relationship management with customer is variable that has direct role on two loyalty and customer satisfaction. Figure 2. The model of research. Conclusion The aim of this research was to review and conclude researches that have been conducted on relation management with customer, satisfaction and loyalty. Based on performed researches and models that that each variables had, we reached to the model that customer loyalty has the role of dependence variable. Loyalty is relative dogmatic behavioral reaction that individual find during time to commercial brand and lead to find special trend to commercial brand during decision process among commercial brands. This reaction is derived from psychiatric and subjective process of individual (Hoseini & Rezaii, 2011). Loyalty is strong commitment for reshipping of a product or premier service in the future, as, that mark or product can be purchased despite of effects and potential marketing attempts of rivals (Birly et al., 2004). Customer satisfaction has role of mediator variable in this research. Lyngenlfond" stated that customer satisfaction psychologically, is sense resulted from comparisons between received product features with the needs or desires of our customers and social expectations in relation to the obtained product. The standard ISO 9000: 2000 Customer satisfactions is defined as providing the customer with customer requirements (kamalian et al., 2010). Based on the above definition, "Rupp" defines customer satisfaction as an individual perspective for the customer that arises from the constant comparisons between actual performance and the expected performance of the customer. Also, The standard ISO 9000: 2000 defines customer satisfaction as: deemed to meet the requirements of customers of the client (kamalian et al., 2010). Satisfaction is a relatively temporary position after use for a disposable or an experienced frequent mode for continuous use which reflects how the product or service achieved to his target. On the contrary, loyalty is a successful situation to obtain a stable state until it is firmly defended (Heidarzadeh et al., 2011). Satisfactory definition accepted by many experts: customer satisfaction is a result that achieved from the comparison before purchasing the expected performance with actual performance perception and paid fees (Hosseini & Rezai, 2011). Scientist believes that customer satisfaction is the most important determinant of customer loyalty. Also, Dimitriades (2006) also confirm this relationship and declared that customer satisfaction is not a distinct concept of loyalty, but customer satisfaction is positively related to customer loyalty (Ranjbarian, 2008). Electronic customer relationship management (e-crm) was as an independent variable in the model. Establishment of long-term relationships with valuable customers, consider usually as the key to profitability in today's very dynamic market. E- CRM is another strategic initiative in the industry today, and the electronic world is an important communication pattern (Sivaraks et al, 2011). Electronic customer relationship management is a marketing strategy, sales and integrated online service that play a role to identify, acquire and keep customers as the company's greatest assets. Electronic customer relationship management improves communication between the company and customers by creating and enhancing customer relationships through new technology. Electronic customer relationship management software creates profiles and history of each contact with his customers. Electronic customer relationship management is a combination of hardware, software, applications and management commitment (Alizadeh, 2010). Therefore, it seems that having electronic realationship management with customers has effective role in obtaining competitive advantage through two factors of satisfaction and customers loyalty. This issue has been 50

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