THE ANTECEDENTS AND CONSEQUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT PERFORMANCE: A PRELIMINARY FOR STRUCTURAL EQUATION MODELING

Abstract

Nowadays, customer relationship management is an important marketing strategy to retain the customer. Many literatures proved that by maintaining a good relationship with the customers, they will come back to our premise for give more businesses. This empirical paper investigates the antecedent factors of customer relationship management performance and its impact on electronic banking adoption. This background scales were developed from extensive reviews of literature and focus group analyses. This is subjected to a thorough validation process from a valid sample of 325 electronic banking customers in Malaysia via exploratory factor analysis, reliability test, data normalization, and mahalanobis for outliers detect. A total of 74 original items were tested in this preliminary analysis. The results indicate 39 constructs measuring social values, ease of use, delivery performance, economic value, usefulness, privacy, customer relationship management performance and electronic banking adoption satisfied the rigorous validation process of construct validity and reliability. This paper ends with the completed original hypothesized model ready for confirmatory factor analysis (CFA). However, all construct for online security were unidentified and dropped out from the list. Structural equation modeling was used since it has the ability to examine a series of dependence relationships simultaneously.