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A conceptual framework of perceived efficiency of CRM: Case of mobile phone operators in Tunisia

Mobile phone Operators (MPO) propose a large number of promotions in order to attract new customers, what makes retaining their actual customers difficult, despite of their relational CRM and efforts to retain their customers. The purpose of this paper is to suggest a conceptual framework that illustrates the impact of the CRM efforts provided by the operators on customer loyalty. In order to achieve our research objective, an exploratory study was carried out. The results of this study made it possible to propose a conceptual framework that links the perceived efficiency of CRM with satisfaction and loyalty, where sensitivity to promotions plays a moderating role on the relationship between the perceived efficiency of CRM and loyalty.