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Growing Science » International Journal of Data and Network Science » Mobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 6 Issue 2 pp. 439-448 , 2022

Mobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness Pages 439-448 Right click to download the paper Download PDF

Authors: Jassim Ahmad Al-Gasawneh, Batool Al Khoja, Marzouq Ayed Al-Qeed, Nawras M. Nusairat, Qais Hammouri, Marhana Mohamed Anuar

DOI: 10.5267/j.ijdns.2021.12.010

Keywords: Mobile CRM, Perceived Ease of Use, Usefulness, Post purchase, Jordan

Abstract: Customers' online shopping intentions have not changed in response to technological advancements, making it difficult for businesses and marketers to invent new strategies to maintain long-term relationships with customers and encourage them to repurchase despite unprecedented technological advancements around the world. Following these issues, the current study investigated how M-CRM, Perceived Ease of Use, and Perceived Usefulness influenced Post-Purchase Behavior, as well as how Ease of Use and Perceived Usefulness mediated the relationship between M-CRM and Post-Purchase Behavior. The study introduces the Unified Theory of Acceptance and Use of Technology as a theoretical framework to accomplish this goal. The 239 responses were evaluated using Smart Partial Least Squares after the data was obtained from a random sample of Jordanian consumers. M-CRM, as well as Perceived Ease of Use and Perceived Usefulness, had a beneficial influence on post-purchase behavior, according to the data. Perceived Usefulness and Ease of Use The relationship between M-CRM and Post-Purchase Behavior was impacted by usefulness. Companies might use these facts to develop a marketing strategy for Jordanian customers.

How to cite this paper
Al-Gasawneh, J., Khoja, B., Al-Qeed, M., Nusairat, N., Hammouri, Q & Anuar, M. (2022). Mobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness.International Journal of Data and Network Science, 6(2), 439-448.

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Journal: International Journal of Data and Network Science | Year: 2022 | Volume: 6 | Issue: 2 | Views: 1849 | Reviews: 0

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