The Effect of eCRM Practices on eWOM on Banks’ SNSs: The Mediating Role of Customer Satisfaction

  •  Abdallah Bataineh    


The main objective of this research is to examine the effect of electronic customer relationship management (eCRM) practices provided by banks operating in Jordan on electronic word of mouth (eWOM) on these banks social networking sites (SNSs) namely Facobook, Twitter and Instagram. Throughout a comprehensive reviewing of literatures in this growing area; the researcher built up a research model to describe the relationships between the research independent, dependent and mediating variables. Moreover, well structured questionnaire has been used to gather data from the research sample which consisted of 507 customers, who have had an e-transaction with their banks, and have active accounts on one or more of the previous SNSs. Accordingly, multiple regression test was used to analyze gathered data; the results showed that electronic direct mail, perceived rewards and interpersonal communication are respectively affect eWOM of banks SNSs. What is more, the mediating role of customer satisfaction was supported. Hence, conclusions, managerial implications and suggestions for upcoming researches are also provided.

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