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World Journal of Engineering
Research and Technology

An International Peer Reviewed Journal for Engineering Research and Technology

ISSN 2454-695X

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Abstract

INVESTIGATING THE ROLE OF ELECTRONIC CUSTOMER RELATION MANAGEMENT ON BRAND EQUITY AND THE MEDIATOR EFFECT OF MENTAL IMAGE AND CUSTOMER SATISFACTION ON IT

Mirza Hasan Hosseini*, Seyed Jamal Hashemi Dehkordi

ABSTRACT

In the business world of today, the need to establish and develop a stable and strong communication with customers, the relative low cost of maintenance of current customers versus finding new customers and finally the significance of focusing on key customers as the most effective profitable resources, makes the firms to invest heavily on customer relation systems. While, a new method of thinking in insurance industry is developing that is passing from exchange marketing to the concept of relation marketing; because insurance companies have realized that in order to obtain success they should be able to persuade customers about their products usefulness and market stability. One of the management system applications is communicating with electronic customers. Therefore, the current study is done with the aim of investigating the effect of electronic customer relation management variables on the mental image of customers and the customer satisfaction of brand equity. This study from the point view of its practical goal and its descriptive analytical method is a scrolling type. The statistical society of the study includes all the customers of the Novin Insurance Institute in Isfahan city and the sample size regarding the structural equations model and according to Cochran formula for unknown or approximate communities is determined as 384 people. The data collecting tool in this research is questionnaire; in order to confirm the validity of the questionnaire we used ConfirmatoryFactor Analysis and to determine the stability of the test we used Cronbach alpha coefficient that equals to 0/7. To analyze the data we used Amos software and in order to investigate the indirect effects of independent variables on dependent variables Baron and Kenny Test are used. According to the research findings, the positive meaningful effect of electronic customer relationship management on the mental image of customer and customer satisfaction from brand equity is confirmed. Also the most important effect on brand equity is the customer satisfaction with path coefficient of 0/33. While the effect of mental image and customer satisfaction on the brand equity is a positive and meaningful one.

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