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The study examines how customers of relationship software provider perceive the technology they use and assess the relational elements of the exchange relationship. This study proposes and empirically tests a model integrating two technology components (positive prior experience and quality of technology) and four relational constructs (reputation, trust, risk, and overall relational satisfaction), and how these factors influence loyalty to a customer relationship management system provider. The findings suggest that both technology and relational factors influence loyalty. This paper provides a framework that highlights the technology and relational factors influencing loyalty to the CRM software provider, which is key to continuance.

Relational and Technological Assessment of CRM Providers: A Multifactor Study