The impact of customer relationship management antecedents and consumer protection legislation on customer satisfaction: An empirical study on Jordanian firms

This quantitative study examined the relationships between privacy, trust and level of service quality, and customer satisfaction. Jordanian firm employees involved in CRM technology were the study samples. Data from 620 completed questionnaires were analyzed utilizing AMOS software version 23. The study hypotheses were tested through Structural Equation Modelling (SEM). The causal relationships among the study’s main variables were examined as well. Results showed a positive impact of trust, privacy, and level of service quality on customer satisfaction. Managers and practitioners could pursue this study results in their CRM systems implementation. Additionally, the relations between privacy, trust and level of service quality, and customer satisfaction could be examined further as these relations in CRM systems have not been adequately examined, especially in emergent industries of developing countries.