Open AccessMobile-customer relationship management and its effect on post-purchase behavior: The moderating of perceived ease of use and perceived usefulness
Author(s) -
Jassim Ahmad Al-Gasawneh,
Batool Al Khoja,
Marzouq Ayed Al-Qeed,
Nawras M. Nusaira,
Qais Hammouri,
Marhana Mohamed Anuar
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2021.12.010
Subject(s) - usability , sample (material) , technology acceptance model , marketing , customer relationship management , partial least squares regression , business , consumer behaviour , psychology , computer science , chemistry , chromatography , human–computer interaction , machine learning
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.