CUSTOMER RELATIONSHIP MANAGEMENT SCALE FOR THE B2C MARKET: A CROSS-CULTURAL COMPARISON

Cleia Maria da Silva · Eluiza Alberto de Morais Watanabe · Danielle Christine Vasconcelos Chauvet · Késia Rozzett

18 citations0/0 files storedRAM. Revista de Administração Mackenzie

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Customer Service Quality and Loyalty Customer churn and segmentation Corporate Governance and Management

Abstract

ABSTRACT Purpose: The objectives of this study were to validate the Customer Relationship Management Scale (CRMS) in France, and to compare the French model to both Brazilian and American ones. Originality/gap/relevance/implications: Based on the premise that scientific measurement instruments may be used to reflect customers' perception about the organization actions and effectiveness, it is important to validate a scale within a multidimensional cultural context. Therefore, the applicability of the instrument shall be possible in different contexts, longitudinally, with diverse subjects, thus providing external validity and generalization. Key methodological aspects: This is a descriptive, instrumental, quantitative, cross-sectional survey where we used the Customer Relationship Management Scale (CRMS). The sampling method was non-probabilistic convenience and the total of answered questionnaires added up to 454. We carried out a quantitative research through Exploratory and Confirmatory Factor Analysis. Summary of key results: The results obtained in the analyses allow us to conclude that the relation between clients and companies is really two-dimensional and it involves two distinct factors, namely Loyalty and Customer Service. The scale validated in Brazil and in the United States remained stable, in terms of validity (quality of items) and reliability, when validated in a distinct context, that is, France. This makes its application in French organizations possible, improving its external validity and generalization. Key considerations/conclusions: The main objective of this study was reached and an instrument to assess what aspects French customers rank as relevant regarding CRM was produced showing theoretical consistency, reliability and construct validity as well.

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2012Principles and Practice of Structural Equation Modeling 1994The Commitment-Trust Theory of Relationship Marketing 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 1993Cultures and Organizations: Software of the Mind.2007Confirmatory factor analysis for applied research 1974An Index of Factorial Simplicity 1998The partial least squares approach for structural equation modeling.2018Culture's Consequences

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