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B2C Market: Development of a CRM Scale
Abstract
Given the strategic relevance of Customer Relationship Management (CRM) as a way to improve customer relations in the cyber era and also the lack of instruments customized for the Business-to-Consumer (B2C) market in general, the main objective of this study is to develop and validate a reliable and valid scale to measure customers' perceptions regarding aspects they consider relevant in their relationship with companies in general that might influence their shopping experiences. A study has been conducted with an American sample for the development and validation of the Customer Relationship Management Scale (CRMS) by using Exploratory Factor Analysis (EFA). The result was a one-factor model with high-reliability. This research is a starting point to provide a comprehensive measure of customer relationship management based on customers' perspectives.
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