The Tmpact Of Relationship Quality On E-CRM And Brand Adoption

In recently year,Coffee shop is well-known to be one of economic growth in Cambodia while customer's trend toward coffee shop has steadily risen.Meanwhile,the number of franchising coffee shop start to present and noticeably keeps increasing as franchise brand within international brand and local brand in Phnom Penh,Cambodia.Technology has been popular in coffee shop using to attract new customers and keeping the previous customers as well as it is one of their business strategies such as to do promotion,advertisement,communicate with customers,and other activities,known as customer relationship management(CRM)and/or electronic customer relationship management(e-CRM).This research focuses on the work on identifying the impact of relationship quality on e-CRM and brand adoption in franchising coffee shop field in Phnom Penh,Cambodia.This study is narrowed down to focus on three dimensions of relationship quality and the way that each franchising coffee shop use to build their relationship with customers as e-CRM with three objectives:1.to explore the current state of e-CRM,2.to investigate the impact of relationship quality on e-CRM,3.to examine the impact of relationship quality on brand adoption.In this research paper,the three factors of relationship quality:trust,satisfaction and commitment,were essential discussed to figure out more specific the impacts with these factors that influence on e-CRM and brand adoption in coffee shop franchising in Phnom Penh,Cambodia.The current study figures out the positive impact of the current state on e-CRM and brand adoption by analyzing the data collection from experienced customers with the brand in Phnom Penh,Cambodia.The quantitative method is applied in this study to collect and analyze collected data within online questionnaire survey and face to face discussion meeting from target and qualified respondents total 150 respondents with consumer's male and female who are experienced with franchising coffee shop.There are six selected franchise brands within international brand and local brand which are well-known brand in Phnom Penh,Cambodia,to study in this research.More than this,descriptive analysis has been used to describe the phenomenon from result found out in SPSS version 21,meanwhile,factor analysis and linear regression also applied to evaluate the component result from data collection and indicate relationship quality,e-CRM and brand adoption.As the result from analysis,those two factors are influenced relationship quality within franchising coffee shop field on e-CRM and brand adoption.The hypothesis developed in this study is positively supported,instructing theory and previous study.The study found out that there is relationship between relationship quality and e-CRM as well as relationship quality and brand adoption based on consumer perception of selected franchising coffee shop in Phnom Penh,Cambodia.