Reflective measurement model analysis
| Constructs | Items | Loadings (>0.7) | AVE (>0.5) | CA (>0.7) | CR (>0.7) | |
|---|---|---|---|---|---|---|
| Technological context (TEC) (Religia et al., 2021; Wessels and Jokonya, 2022) | TEC1: | CRM is easy to implement | 0.767 | 0.684 | 0.909 | 0.928 |
| TEC2: | CRM is simple to operate | 0.831 | ||||
| TEC3: | CRM offers marketing convenience | 0.819 | ||||
| TEC4: | CRM boosts product sales | 0.863 | ||||
| TEC5: | CRM meets business needs | 0.863 | ||||
| TEC6: | CRM aligns with business processes | 0.815 | ||||
| Organizational Context (ORG) (Aligarh et al., 2023; Hassan et al., 2023) | ORG1: | Owner allocates resources for CRM | 0.804 | 0.578 | 0.818 | 0.872 |
| ORG2: | Owner supports CRM use | 0.752 | ||||
| ORG3: | Sufficient infrastructure for CRM | 0.784 | ||||
| ORG4: | Adequate facilities for CRM | 0.801 | ||||
| ORG5: | Competent staff for CRM | 0.701 | ||||
| Environmental Context (ENV) (Al-Hiyari et al., 2024; Amini and Jahanbakhsh, 2023) | ENV1: | Competitors use CRM | 0.791 | 0.578 | 0.818 | 0.872 |
| ENV2: | CRM provides a competitive edge | 0.710 | ||||
| ENV3: | CRM helps manage customer loyalty | 0.785 | ||||
| ENV4: | Customers request promo updates | 0.733 | ||||
| ENV5: | Customers need product info | 0.799 | ||||
| Digital leadership (DLE) (Borah et al., 2022; Mihardjo et al., 2019; Mo et al., 2023) | DLE1: | Clear ITC vision | 0.727 | 0.615 | 0.846 | 0.888 |
| DLE2: | Committed to ITC integration | 0.860 | ||||
| DLE3: | Encourages ITC innovation | 0.780 | ||||
| DLE4: | Clear ITC strategy | 0.750 | ||||
| DLE5: | Introduces CRM for customer data | 0.798 | ||||
| Adoption of CRM (AOC) (Religia et al., 2023; Salah et al., 2021) | AOC1: | CRM changes customer interaction | 0.968 | 0.940 | 0.979 | 0.984 |
| AOC2: | Actively uses CRM for data | 0.973 | ||||
| AOC3: | Actively uses CRM in service | 0.954 | ||||
| AOC4: | Actively uses CRM for loyalty | 0.983 | ||||
| Constructs | Items | Loadings (>0.7) | AVE | CA (>0.7) | CR | |
|---|---|---|---|---|---|---|
| Technological context (TEC) | TEC1: | CRM is easy to implement | 0.767 | 0.684 | 0.909 | 0.928 |
| TEC2: | CRM is simple to operate | 0.831 | ||||
| TEC3: | CRM offers marketing convenience | 0.819 | ||||
| TEC4: | CRM boosts product sales | 0.863 | ||||
| TEC5: | CRM meets business needs | 0.863 | ||||
| TEC6: | CRM aligns with business processes | 0.815 | ||||
| Organizational Context (ORG) ( | ORG1: | Owner allocates resources for CRM | 0.804 | 0.578 | 0.818 | 0.872 |
| ORG2: | Owner supports CRM use | 0.752 | ||||
| ORG3: | Sufficient infrastructure for CRM | 0.784 | ||||
| ORG4: | Adequate facilities for CRM | 0.801 | ||||
| ORG5: | Competent staff for CRM | 0.701 | ||||
| Environmental Context (ENV) ( | ENV1: | Competitors use CRM | 0.791 | 0.578 | 0.818 | 0.872 |
| ENV2: | CRM provides a competitive edge | 0.710 | ||||
| ENV3: | CRM helps manage customer loyalty | 0.785 | ||||
| ENV4: | Customers request promo updates | 0.733 | ||||
| ENV5: | Customers need product info | 0.799 | ||||
| Digital leadership (DLE) | DLE1: | Clear ITC vision | 0.727 | 0.615 | 0.846 | 0.888 |
| DLE2: | Committed to ITC integration | 0.860 | ||||
| DLE3: | Encourages ITC innovation | 0.780 | ||||
| DLE4: | Clear ITC strategy | 0.750 | ||||
| DLE5: | Introduces CRM for customer data | 0.798 | ||||
| Adoption of CRM (AOC) | AOC1: | CRM changes customer interaction | 0.968 | 0.940 | 0.979 | 0.984 |
| AOC2: | Actively uses CRM for data | 0.973 | ||||
| AOC3: | Actively uses CRM in service | 0.954 | ||||
| AOC4: | Actively uses CRM for loyalty | 0.983 | ||||
Note(s):
Loading = outer loading; AVE = average variance extracted; CA = Cronbach’s alpha; CR = composite reliability
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.