Customer Relationship Management Scale for the Business-to-Consumer Market: Exploratory and Confirmatory Validation and Models Comparison

  •  Gisela Demo    
  •  Késia Rozzett    


The main objective of this study was to validate in the United States a previous scale developed and validated in Brazil for the business-to-consumer (B2C) market to assess customers’ perceptions regarding aspects they consider relevant in their relationship with companies in general. Brazilian and American Models were also compared. Three studies have been conducted with different national samples for the validation of the Customer Relationship Management Scale in the US. The result was a one-factor model with high reliability and good fit. This research is a starting point to provide a comprehensive valid measure of customer relationship management based on customers’ perspectives. As practical implications, the one-factor model could be used as a diagnostic tool to identify aspects in customer relationship management where specific improvements are needed, as well as an instrument of evaluation to help managers better understand how to meet client’s needs in order to deliver high-value products and services developing a long-term and profitable relationship.

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