QUALITATIVE INVESTIGATION OF TAM
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between the influence of customer loyalty and engagement, indicating that customer engagement
can play a mediating role in the effect of CRM on customer loyalty.
Adnan et al. (2023) examined how CRM and brand image encourage customer retention,
along with the mediating role of customer engagement. This research highlights how brands
spend 500 – 600% more on attracting new customers compared to retaining existing customers
and that brands must build a strong relationship with customers through a positive brand image
in an attempt to retain them as loyal customers (Adnan et al., 2023). Adnan et al. (2023) define
brand image as the perception customers have of a brand due to their own association with it.
This study utilized a quantitative method with a sample of 200 individuals living in Pakistan.
Data was collected through a questionnaire utilizing a seven-point Likert scale regarding CRM,
brand image, customer engagement, and customer retention. For analyzing the data, this research
utilized Variance-based Partial Least Squares — Structural Equation Modeling. The findings of
this study support previous literature that suggests that CRM has an influential impact on
customer retention through fostering quality relationships with customers, and there is a definite
role for customer engagement as a mediator between CRM and customer retention. This study
also found that brands must exert extreme efforts to build strong relationships with customers in
order to retain them through building a positive brand image in the minds of the customers,
which is accomplished through engaging customers and providing products or services that
exceed their expectation.
Dehghanpouri et al. (2020) studied the impact of trust, privacy, and quality of service on
the success of CRM and the mediating role of customer satisfaction. To test these components in
their framework, the authors developed several hypotheses around four variables: customer
satisfaction, trust, privacy, and quality (Dehghanpouri et al., 2020). These include customer
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