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Application of Structural Equation Modeling to Evaluate Web-based Mobile CRM Quality of Chinese Commercial Banking Services |
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PP: 3287-3296 |
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Author(s) |
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Zhengwei Ma,
Jinkun Zhao,
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Abstract |
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| Since China has entered the age of web-based mobile communication, Mobile Instant Messengers are enjoying a rapid
development. Therefore, this research explores the implementation of web-based mobile CRM(Customer Relationship Management, a
system for managing a company’s interactions with current and future customers) from customers’ perspectives in the banking sectors
of China.Most current studies of CRMimplementation focus on traditional channel CRMservices while few researches study the issue
from the perspective of customers, so authors of this paper studied related literature, interviewed professional experts, collected 388
valid questionnaires from targeted customers and used SEM(Structural Equation Modeling) to analyze the collected data, illustrate the
relationships among web-based mobile CRM, service attribute, relationship quality and customer intention and establish a new model
of web-based mobile CRM. The results of this research may be used in academic studies and routine management. |
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