IDEAS home Printed from https://ideas.repec.org/a/aoj/ijsaam/v8y2024i2p561-574id7055.html
   My bibliography  Save this article

Can Digital Tools Help Sustain Customer Loyalty Amid the Economic Crisis? Evidence from the Telecom Sector

Author

Listed:
  • Samir Hammami

  • Hazem Ghaleb Al Samman

  • Omar Durrah

  • Mahjabin Banu

  • Tareq Alhousary

Abstract

This research examines how to enhance customer loyalty in the telecom sector in terms of economic challenges. A conceptual model was developed and tested empirically by employing structural equation modelling techniques using data collected through a questionnaire from 250 samples working in the telecom sector in Syria. The results showed that customer relationship management (CRM) system, organisational management, and staff readiness significantly and positively affect customer loyalty. The study shows how digital tools influence customer retention in a challenging context, contributing to knowledge of crisis management and consumer behaviour in unstable markets. Practically, the study offers telecom companies strategies for improving customer relationships and maintaining market share using digital solutions during economic difficulties. The research explores the potential of digital technology to enhance social stability and economic resilience by retaining customers and fostering connectivity and access to essential services in challenging economies. This study is one of the first to investigate the relationship between its constructs in its setting.

Suggested Citation

  • Samir Hammami & Hazem Ghaleb Al Samman & Omar Durrah & Mahjabin Banu & Tareq Alhousary, 2024. "Can Digital Tools Help Sustain Customer Loyalty Amid the Economic Crisis? Evidence from the Telecom Sector," Indonesian Journal of Sustainability Accounting and Management, Asian Online Journal Publishing Group, vol. 8(2), pages 561-574.
    • Handle: RePEc:aoj:ijsaam:v:8:y:2024:i:2:p:561-574:id:7055
    as

    Download full text from publisher

    File URL: https://www.asianonlinejournals.com/index.php/ijsam/article/view/7055/3084
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aoj:ijsaam:v:8:y:2024:i:2:p:561-574:id:7055. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Lim (email available below). General contact details of provider: https://www.asianonlinejournals.com/index.php/ijsam/about/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.