The Management of Electronic Customer Relationships Through Applying 5IS Model on the Mental Image of Umniah Mobile Network Operator Company's Customers in Amman City
ISBN: 978-1-80455-973-4, eISBN: 978-1-80455-972-7
Publication date: 29 January 2024
Abstract
This research sought to determine the impact of the management of electronic customer relationships through applying 5IS model on the mental image of Umniah Mobile Network Operator Company’s customers in Amman City. To fulfill the goals of the study, the researcher adopted the descriptive, analytic method. He developed an instrument to collect the data through a questionnaire, which was distributed through the simple, random sampling method over 700 customers of Umniah Company, in the City of Amman, out of which 400 analyzable questionnaires were retrieved. The researcher further employed the convenient statistical methods applying SPSS 22 Program for data analysis. The study concluded many results such as there is statistically significant impact at the significance level (α < 0.05) for the administration of consumer relationships through the use of 5IS model on the mental image of the provided services of Umniah Mobile Network Operator Company in Amman city. In this concern, the integration component is the most influential in the mental image with the customers of Umniah Company. Therefore, the study recommended the need Umniah Telecom Company has to search for the best means to positively influence shaping the mental image of its products, especially the means through which it can provide more information about its services.
Keywords
Citation
Al-Assaf, K.T. (2024), "The Management of Electronic Customer Relationships Through Applying 5IS Model on the Mental Image of Umniah Mobile Network Operator Company's Customers in Amman City", Hamdan, A., Alareeni, B. and Khamis, R. (Ed.) Digital Technology and Changing Roles in Managerial and Financial Accounting: Theoretical Knowledge and Practical Application (Studies in Managerial and Financial Accounting, Vol. 36), Emerald Publishing Limited, Leeds, pp. 155-166. https://doi.org/10.1108/S1479-351220240000036015
Publisher
:Emerald Publishing Limited
Copyright © 2024 Khaled Tawfiq Al-Assaf