The Management of Customer Relationships and Its Influence on Marketing Performance: An Empirical Study on Jordanian Telecommunication Orange Company

Abstract

The Jordanian Telecommunication Orange firm’s marketing performance is the focus of this study, with the aim of determining the impact of customer relationship management. To achieve this objective, a cohort of 80 randomly selected personnel from the company received a tailored questionnaire. 87.5% of the originally distributed corpus, or a total of 70 questionnaires, met the necessary standards. As a result of the survey, it was revealed that customer relationship development, quality of service, and interactive management all have a significant effect on marketing performance, specifically market share and sales. As a result, the study recommends that the Orange Company of Jordan prioritize the development and improvement of customer relations through modified marketing strategies that aim to strengthen the bond between both parties. Furthermore, the research advises that the elements used by customers to evaluate service quality be identified through regular satisfaction surveys. In conclusion, it is evident that customer relationship management is a crucial factor in achieving marketing success for any company.

How to cite

Al-Shaikh, M. S., AL-Harahsheh, T., & Salahat, M. A. (2024). The Management of Customer Relationships and Its Influence on Marketing Performance: An Empirical Study on Jordanian Telecommunication Orange Company. In Business Analytical Capabilities and Artificial Intelligence-enabled Analytics: Applications and Challenges in the Digital Era, Volume 2 (pp. 325-338). Cham: Springer Nature Switzerland.

View at publisher

https://link.springer.com/chapter/10.1007/978-3-031-57242-5_27