Role of Electronic Customer Relationship Management on Customer Satisfaction and Loyalty in the Nigerian Telecommunication Sector: Pilot Study

This paper pilot tested the influence of electronic customer relationship management (eCRM) as proxied by Ease of use, E-service quality, Enjoyment and Usability on the customer’s satisfaction and loyalty in the Nigerian telecommunication sector. Thus, the instrument’s reliability and validity were analyzed using small sample data. PLS path modeling using Smart PLS 3.3 M3 software was employed to ascertain the internal consistency reliability and validity of the constructs used in the pilot study. The results showed that the average variance extracted and the composite reliability coefficients, meanwhile, assessment of discriminant validity value of Heterotrait Monotraits (HTMT) is below 0.90. Hence it was concluded that the instrument is valid and reliable.