Development and Factor Validation of the “Customer Relationship Scale” (CRS)

• Autor(a) principal: Rozzett, Késia
• Data de Publicação: 2010
• Outros Autores: Demo, Gisela
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/31108
• topic: Factor analysis; CRM; instruments; marketing; relationship; Satisfacción; lealtad; CRM; instrumentos de medida de relación con clientes; marketing de relación; Satisfação; lealdade; CRM; instrumentos de medida de relacionamento com clientes; marketing de relacionamento

Considering the importance of developing the relationship between companies and customers, the objective of this study is to validate a scientific instrument capable of measuring such a relationship, emphasizing satisfaction and loyalty as assumptions for its construction and maintenance. This quantitative research used exploratory factor analysis for the experimental validation of the instrument and of a sample of 627 customers from various companies. The results show that the Customer Relationship Scale (CRS) has a one-factor structure, which explains about 64% of the variance, and a reliability rating of 0.92 (Cronbach’s α). The work makes a contribution to scientific production in the areas of marketing and the like, since the CRS can be used in diagnostic and relational studies. The study’s contribution also extends to the organizational area, given that the instrument may help managers build relationships with customers and improve organizational results.