relation: https://khub.utp.edu.my/scholars/19448/
title: Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services
creator: Abid, M.F.
creator: Siddique, J.
creator: Gulzar, A.
creator: Shamim, A.
creator: Dar, I.B.
creator: Zafar, A.
description: This study aims to integrate a research scholarship of customer relationship management (CRM) practices and CRM technology as an interplay with CRM Quality and investigate the overall effect on CRM loyalty through the literary lens of commitment-trust theory. The study employed cross-sectional paradigm in collecting the data using purposive sampling technique from 211 potential-riding-app users. The data was analyzed using SMART-PLS. Findings reveal a significant role of technology alignment in enhancing CRM practices. Effective CRM practices increase CRM quality by building a strong level of trust and commitment in customers. Strategic orientation of CRM practices with efficient technology usage, riding-service firms can capitalize on all novel aspects of CRM, as part of an integrated marketing process, for enhancing customer loyalty. © 2022 Taylor & Francis Group, LLC.
date: 2023
type: Article
type: PeerReviewed
identifier:   Abid, M.F. and Siddique, J. and Gulzar, A. and Shamim, A. and Dar, I.B. and Zafar, A.  (2023) Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services.  Journal of Promotion Management, 29 (3).  pp. 305-337.      
relation: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85142127454&doi=10.1080%2f10496491.2022.2143987&partnerID=40&md5=dc074e3ab39e7118fb51118d42ecefe7
relation: 10.1080/10496491.2022.2143987
identifier: 10.1080/10496491.2022.2143987