Digital Transformation Impact on Customer Relationship Management in the Telecommunication Industry

  • Maher Fadhil Mohammed Ministry of Higher Education and Scientific Research/ Directorate of Construction and Projects, Iraq/Baghdad
  • Mohammed Sami Rashid Alkhateeb Ministry of Higher Education and Scientific Research/ Studies, planning &follow up Directorate
  • Oday Jaddoa Abed Alfalahi Ministry of Education / General Directorate of Education, Anbar / Department of Vocational Education, Anbar
DOI: https://doi.org/10.17605/cajitmf.v5i4.720
Keywords: Management in customer relationship, Telecommunications Industry, Digital Transformation, Customer Satisfaction and Digital Transformation, Pearson Correlation, Linear Regression

Abstract

Customer satisfaction is paramount, and the telecommunication Industries have evolved under the influence of digital transformation. Digital technology has collaborated with artificial intelligence to help businesses function properly in the telecommunication industry. This research helps analyze and discuss digital transformation's influence on management in customer relationship. Concurrent analysis helps this research to analyze and foresee management in customer relationship in telecommunications sector. This study incorporates a quantitative approach under an exploratory design that studies the influencing factors of digital transformation on management in customer relationship. A survey questionnaire was conducted on 300 participants, selected through the technique of simple random sampling.  Data collected from the survey questionnaire was computed through SPSS. Pearson Correlation coefficient helped understand linear relationship strength between digital transformation and management in customer relationship. Research results report Pearson correlation, as 0.116, depicting a weak positive correlation between management in customer relationship and digital transformation. The p-value of the correlation is 0.044, at significance level=0.05. It rejects the null hypothesis and accepts the alternative hypothesis that shows a 4.4% chance of likelihood that the interdependence of the two variables is due to chance. Moreover, the results of the research are statistically significant.

 Furthermore, this research argues that the evolution of digital transformation has transformed management in customer relationship. Still, stricter policies and regulations are needed to secure businesses' confidential data. The upgradation of digital transformation has the likelihood that the data can be manipulated, hacked, and interpreted, putting organizations in the telecommunication industry at risk.

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Published
2024-09-17
How to Cite
Mohammed, M. F., Alkhateeb, M. S. R. A., & Alfalahi, O. J. A. (2024). Digital Transformation Impact on Customer Relationship Management in the Telecommunication Industry. Central Asian Journal of Innovations on Tourism Management and Finance, 5(4), 130-139. https://doi.org/10.17605/cajitmf.v5i4.720
Issue
Vol. 5 No. 4 (2024): July
Section
Articles
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