the impact of using social media in customer relationship ... · ن the impact of using social...

146
The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian universities student view point : : ر أ/ 2015

Upload: others

Post on 06-Feb-2020

1 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

������� ��� ���� ���� �� �������� ������� ���� ����� � �!�

"����� "#$��%� �&����� "�'( �)$ "*�� �� "#$��#� " ���

The Impact of Using Social Media in Customer

Relationship Management performance: A field study on

private Jordanian universities student view point

��+++���: ���#� �� -� ���!�

��++.��:

�&#���� /#� ������� 0�� %� �& � ���� ���������#1����

2����� � " ����� 301 ��� �� �#� ����� "��� 4'� ���-�� ��'(��� %"#$������� ����

� � % "#$������� ���� � "#'�%����

�%� 5���� "&��� (

2015 / أ��ر

Page 2: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ب

Page 3: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ج

Page 4: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

د

�#�6�� ���

���� ������� ������ ��� ��� ������ ������ �������� � � ����� ���� ���� �����

��� �.

"� � �#�$ %&'&��� ��� ���&(�� ��)&�� *�� � �&$ �%&��� +� �,� %�� �� ���� �� ���

"�-����� �&���� �� ��� .(���� ���/ �&����� ������� ���� �0 � �� �&� "��� � 1('� .

%&�� .�2���� ��� �)3�/���$��� �)� � � %3 ���� ���� ���3� 4$ *�� �� "��� ���� �

5#��&�� *��� �'/ +� ��.

� ��- �� %����� 6�� �&���� %3�� *�+ �� ����� ��)&$ �� �� �%&��� +� �� %3 �0

"7�/ �#�$� %&��� +�+��� ��� �&���� *��(� ��- 8�7 ��� ���&(�� ���� 3��� ��)&��

9���� :��� "�� %3 "���&��(� *��(� ��-� *��(� "��� %3 8��&��.

5#����� ��� 7��

Page 5: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

���1��

8����� �� �� ��� 8 �#-�� �1 �'&�� �� �$��*�� ���� 8�1��� �� 7� ��(� "#��9�� ������ 4��

���� :��� �$#� ���� ��$��

;����� 3��� �� 7� ��(� <���� 4��

�#�&�� ���� ��' "�#�- 4�� 8��-�� �$����� �� 4��

���� � ���$� �� �$��� �� �� 4��

�� �*��� �01 <�1� =>����

/-����

Page 6: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

و

����� ا�� ����ت

���+++>�+++++:� "-?��� @#�?��� A

"��$��� "$�� ��� B

�#�6�� ��� �

���1�� 3

�#��-��� "��� �

������� "��� C

������ "��� <

5-���� "��� D

"#��&�� "9'��� E�'��� �

"#�#'�$�� "9'��� E�'��� �

��%� ��?��

" ���+++�� "��++6�

1G13

)1.1 :( �#++++*++�� 2

)2.1 :( "+++ ���++++�� "'+++��� 4

)3.1 :("++ ���++++�� .��+++1� 5

)4.1 :( " ���+++++++�� "#+++�1� 5

)5.1 :(� " ���+++++�� B0�+++�$ 6

)6.1 :( " ���+++++�� �#+++>�� 7

)7.1 :("++++ ���+++�� ���++- 9

)8.1 :( " ���++++�� ���++++-� 10

)9.1 :(�-'++(���� "#+++����T� 10

�$�!�� ��?�� "6�� �� � ������ <�)$�� ��(T�

14G45

)1.2 :("��6��� 15

)2.2 :(��(T�<�)$�� 15

)1.2.2 :(�������� ;����� 16

)2.2.2 :(�#����$����������� ��� ���� �� "���� ��� 17

Page 7: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ز

�� "-?� :�>���� 24 )3.2.2 :(������ 4'� ������� <���T� ��)$�� 25 )4.2.2( : "#������� ������� ��� ���� ���

31 )5.2.2 :(������� ��� ����

35 )3.2 :("6�� �� � �����

45 )3.3.2 :(�� "6�� �� � ����� �� " ����� 301 �#�#

46 ;57 /��!�� ��?�� :"6#�(�� �����T��

47 )1.3 :( "��6���

47 )2.3 :( " ����� U*$�

47 )3.3 :( �*�$#�� " ����� =����

48 )4.3 :( " ����� "$#� ����% "#���9�#��� E������

51 )4.3 :(���'&��� 4'� ���-�� ������ " ����� ����

54 )6.3 :( "���� ��� "#���-T� "���&���

56 )7.3 :(��� 5�� �*���!� " �����

58 ;94 =����� ��?�� : �#>�?�� ������� U���$��

59 )1.4 :( "��6���

59 )2.4 :( " ����� �$�#� �#'-�

67 )3.4 :(" ����� �#>�� ������ �>����� �$�#��� "���� V�� �#'-�

69 )4.4 :(" ����� �#>�� ������

96 ;104 W����� ��?�� :����� U���$���#�

97 )1.5 :( " ����� U���$ "��$�

104 )2.5 :( �#�����

106 ;123 =������ "���

106 )1.6 :( "#��&�� =������

108 )2.6 :( "#�$�%� =������

Page 8: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ح

������� "���

�-*�� ��

V��-��� "�<���

)3G1( W$��� �#9�� A - "$#&�� ����� =#���. 48

)3G2( $#&�� ����� =#���A��(�� "��- �#9�� A - ". 48

)3G3( ��&�� �#9�� A - "$#&�� ����� =#���. 49

)3G4( � ����� U��$���� �#9�� A - "$#&�� ����� =#���. 49

)3G5( "&����� �#9�� A - "$#&�� ����� =#���. 50

)3G6( "&������ 5�-���� �#9�� A - "$#&�� ����� =#���. 50

)3G7( ����� =#���"#'��� �#9�� A - "$#&��. 51

)3G8( "$��� �� ��&�% �'����� 5� ��� ���&�)�?�� X��$��� W�#6� ( 57

)4G1( �������� ;����� "#�1� V�� �� "#��#&��� ����-$��� "#�� -�� �( �����. 60

)4G2( "#�1� V�� �� "#��#&��� ����-$��� "#�� -�� �( ������#����$������� �� "���� ������� ��� ����.

61

)4G3( 4'� ������� <���T� ��)$�� "#�1� V�� �� "#��#&��� ����-$��� "#�� -�� �( �����������.

63

)4G4( ������� ��� ���� ��� "#�1� V�� �� "#��#&��� ����-$��� "#�� -�� �( �����

"#�������.

64

)4G5( �� �( ������������ ��� ���� "#�1� V�� �� "#��#&��� ����-$��� "#�� -. 66

)4G6( ������� ���&�� ;� C�� ��� �#������ �#����� ��>� ������ U���$. 68

)4G7( � �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� �� "���� ��� $��� ������� ��� ���� ��� ���� 5#6-� �� ������ 4'� ������� <���T� ��)

"����� "#$��%� �&����� �� �������.

69

)4G8( � �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� �� "���� ���

��� �>� 5#6-� �� ������ 4'� ������� <���T� ��)$��� ������� ��� ���� �� ����"����� "#$��%� �&�����.

72

)4G9( � �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� �� "���� ��� �� ������� ��� 5#6-� �� ������ 4'� ������� <���T� ��)$��� ������� ��� ����

"����� "#$��%� �&�����.

74

Page 9: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ط

)4G10( ��� U���$� �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ����#����$���� �� "���� ���

������� ��� ���� �#�&� ������ 4'� ������� <���T� ��)$��� ������� ��� ����

"����� "#$��%� �&����� �� "#�������.

76

)4G11( ��� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$� �������� ;���#����$���� �� "���� ��� ������ ���?� ���� �#�&� �� ������ 4'� ������� <���T� ��)$��� ������� ��� ����

"����� "#$��%� �&����� ��.

78

)4G12( � �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� �� "���� ���

�� ���� �� ���'&��� ��$ �� ������ 4'� ������� <���T� ��)$��� ������� �"����� "#$��%� �&�����.

80

)4G13( � �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� �� "���� ��� �� ������ 4'� ������� <���T� ��)$��� ������� ��� �����#�&� �"���� � ��

"����� "#$��%� �&�����.

82

)4G14( �� "#������� ������� ��� ���� ��� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$

"����� "#$��%� �&����� �� ������� ��� ���� 5#6-�. 84

)4G15( �� ���� ��� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$ �� "#������� ������� �

"����� "#$��%� �&����� �� ������� �>� 5#6-�. 86

)4G16( �� "#������� ������� ��� ���� ��� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$

"����� "#$��%� �&����� �� ������� ��� 5#6-�. 88

)4G17( '� �� ��� �#'-� ������ U���$ �������� ;���'� ������� �#Z� ������� �!%� �� 56-�

��#����$���� ������ 4'� ������� <���T� ��)$��� ������� ��� ���� �� "���� ���

"#������� ������� ��� ���� ��� ����� ������� ��� ���� 5#6-� ��.

95

Page 10: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ي

������ "��� ��

"-?��� :�>���� ��

6 "����� ='��� )1(

)2( +�* "()"'ت ا�!&%�� $�# "! ��ات ا��را�� ا������ 94

Page 11: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ك

�6-'��� "��� ��5-'���

:�>���� "-?���

1 "0�� *�0�& �&� 124

2 "����� ���$ %�� ��$)"���&�(�( 126

3 "����� ���$)"���&�(�( 127

Page 12: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ل

!�������� ��� ���� ���� �� �������� ������� ���� ����� � � : "#$��#� " ���

"����� "#$��%� �&����� "�'( �)$ "*�� ��

�EFFFFF���:

����� ����E ��H�

�EFFFFFFFFFI�:

%����� 6�� �&���� '�&���

��/��E ���� ���J �&�����

��&J( "����� 1'/ .3�/�7��+��� � �&�� H$ �� �� �����&�� .�-�� ���E %3 "�J&���

�7��+��� ���E .��- �� �� �7��+�� .�-�� ��$ :�)�& %3 ���+�� ��� +�&�� 4��K� ��2����

9��� �L&� "���& (� �7��+�� .�-�� . ��&�(�� "���&�� ����,� 6����� ��- "����� I��/� :�)�&��

�� ��� � ��(� "�� � �9���� :��� "�� "��9 � "����� 5& ���& 6�� �")����� .����

"����� "��� .L��� ��&� ���� 8��������� % ��� %3 ��� ��� "��/(� ��� "�� �)375 (

"���� ���+� "���9� ���9)33.3 (%"�� *��.

(� 4' H$ �� � ��� "����� .���&�� ����+��� � �&�� "�7���E "��� �����&�� %3 "�J&���

�7��+�� .�-�� ��$ :�)�& %3 ���+�� ��� +�&�� 4��K� ��2���� ��7��+�� .�-�� ���E) �#

Page 13: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

م

�7��+�� (� ��7��+�� ( �7��+�� .�-�� ���E .��- �� ��) �.������ �� ����+�� *��<& ���E

"�� &�(� (�� �L&�9� . .����&�� � "�� ��� "����� .��J��/+�$ : �� "��9�� P���

��<2��� ���)& %3 %��& (� *���&�� .���� ��� "���� �0&��<�� .��� �� "���&��(� 5-����

�9)3 %���&�� ����� 8��� ������K�� "��J�� "����� .��� �� .���E ���� *��<& .���� ��

*���&�� "�� &�(� "��� �"���)&���� "������ "��9�� .��Q� .� �� ��� I�&�� %��& (� 0��.

"���7�� .���9��� :� .�-�� ���E�%��& (� *���&�� .���� ��7��+� .�-�� ���E .��-

"���& (� �7��+�� ��7��+�� .�-�� ��$.

Page 14: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

ن

The Impact of Using Social Media in Customer

Relationship Management performance: A field study on

private Jordanian universities student view point

Prepared by:

Othman Ihsan Idan

Supervised by:

Prof. Laith Al Rubaiee

Dr. Khalid Assad Ibrahim

Abstract

This study aimed to investigate the impact of customer orientation, CRM

Technology Use, and Customer-Centric Management System to achieve

Customer Relationship Management Performance and the role of Social CRM

Capabilities as moderator. To achieve the objectives of the study, the researcher

prepare a questionnaire based on previous studies. the study population of the

Middle East at the University, Isra University, and Amman Ahlia University of

bachelor's and master's program, reaching the study sample (375) students

distributed by (33%) for each University. The results revealed that there was a

positive indirect impact of customer orientation, CRM Technology Use, and

Customer-Centric Management System on Customer Relationship Management

Performance (Customer Satisfaction, and Customer loyalty) through Social CRM

Page 15: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

س

Capabilities (Customer Interaction Management, Information Dissemination,

Responsiveness) as mediator.

The study arrived to set of practical recommendations among the foremost

are: to involve students across the websites of the universities and official pages

on social media in staff and administrators assess, not only the teaching staff, and

the necessity of activating the role of social media to identify current and future

needs and wishes of the students, and the speed of the response to these needs and

desires.

Key words: Customer Relationship management, Social media, Social CRM

Capabilities, Customer Relationship Performance.

Page 16: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

1

���%� ��++++?� "+++++ ���++++�� "++��++++++6�

)1.1 :(��++�#++++*

)2.1 :(���++�� "'+++ "+++ ���++

)3.1 :(+�� .��+++1�+ "++ ���++ )4.1 :( " ���+++++++�� "#+++�1�

)5.1 :(��� B0�+++�$+++++ " ���

)6.1 :(>��+++�� �#+++++ " ���

)7.1 :( "++++ ���+++�� ���++- )8.1 :( " ���++++�� ���++++-�

)9.1 :(����T� �-'++(����+++ "#

Page 17: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

2

� ��?���%�

6�++++�� "��++��� +++++++"

)1.1 :(��++ �#*

� �/�� � ��� "23����� �)��� *���& �'� �"�3���� ����� "7�� %3 ����� .�2��� *�&

.�2��� .0 &� P�' :�)�&�� ��0&��Q� �0&� �� "���&� �������� �0�7��+ 5 "��- "-�� �� �E *�J

�&� �7��+�� .�-�� ���E ���J&�� ��� P�& ��� I�&��� �0�7��+ 5 * (� "���9 "-�� �� �E � �0��

.��Q��� .� ����(Reinartz, Werner, & Kumar, 2000) . ���J&����� �����&�� � �0��& %&��

1� &(� "�7��H *��&(� .���� *�0�&)"����<&�� ( ��� .�2��� � �H��� .���& 6�� ��0� *���&��

���J&�����&���� �� ��� I�0� �7��+�� .�-�� ���$ %3 %��& (� *���&�� .���� *H "7�����

�0�7��+ 5 �+�&� "��- .�-�� +�+�&� ��9& ��� I�0& %&�� .������ � ��0&����(Rigby,

Darrell, Reicheld, & Schefter, 2002) . �� ��-����� ��H����� � ������ *���& �-�

�� �����&��� �� ��� �%��& (� *���&�� .���� .���R� "�H&��� �7��+�� .�-�� ���E %3 "�J&��

.����� 1'/ *�& 6�� ��0�7��+� "2��� "-�� ���E %3 S���� ��� ���& �� ��� .����� 1'/ :

����<��P (Facebook)� ������� (LinkedIn) ���&��� �(You Tube) :������ �(Blog)������ %�

(Wiki) *�)��� I&�0�� .�)��9&� �(Mobile Application) �"���� ���� (Photo Sharing) �

���<�� 59�) "����� (Video Sharing) �/�Q� (Kim, & Ko, 2012) . .����� 1'/ ���

�� .��7���(� .02� 6�� �*��(� *� � ��-���� *�- � 5��� :�9� ��� S����� ��J&�&80 %

Page 18: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

3

���K �� "0 %��& (� *���&�� .���� .���$ ���J&�� �� ��� � *��(� *� � ��-���� �

��)� � �� ��� .��7���(� .��� �� ��7��+�� .�-��46 % ���J&�� .�&�(� %�J&� �

&�(� ��� .��J��� .� &��� �� .��- '�J&� %3 �0&����� %��& (� *���&�� .���� .�

(Deloitte University Press, 2013) . .���$ %��&������ �����&�� .�-�� ���E %3 "�J&���

+ &� ( S� + %��& (� *���&�� .����� "�H&�� �7��+��$"2��� "��2�&�� "3�)H�� � . �� ���

�� �����&��� 4��K� ��2��� ��3 ��0�7��+ 5 *��<&�� � .�2��� ��& ��V� ���+�� ��� +�&�

�0&� �� *�� �7��+�� � .������ ��� *����� "�3 ����+� "2��� ���� 5� %3 ��<2���

� ���+��� � �&�� ��3 �'�� ��0&��Q��� �����&�� 4��K� ��2���� �7��+�� .�-�� ���E %3 "�J&���

�� ���E .��- ����+ ��� 4�W& ���+�� ��� +�&�� "���& (� �7��+�� .�-(Jaychandran, etal.,

2005) . �.��)�� 1'0� "&0�� *��(� .�2� � .��H&�(� � �H��� .�' .��)�� 1'/ ���

�&� .���<& � � "����E� ��7��+�� 5 "7�� .�-�� ��� 2�<��� "���3 ")�9 �0��� I�&�(��

"��J�� .������ 5�&&� �0� �/(�� ��0� "�� &�(�� "2��� *J�� �/��� �7��+�� .��Q� .� ���

�7��+�� �03 � "2��� ���&� ��7��+�� .�-�� ���E 5 "���& (� .������ X� P�' �

�0����� ��&/(��(Van Boskirk, Overby, & Takvorian, 2011) . +�& .��)�� 1'/ ���

P��� ��� %���$ *��� *�J � �0&��Q� �0&� ��� "�� &�(� I�0� "�����&�� .�H����� %3 �7��+��

.� &��� ��� �7��+�� �0� �Q� %&�� .���L&�� 6����� �.��J��� .� &��� ���& %3 �0����

�7��+�� (�� �# :�)�&� ��������� �7��+�� ��� "23���� ��� P�'� " �&�� �.��J���(Hooley,

Greenley, Cadogan, & Fahy, 2005) . ����� %����� ����&�� .���W ���.���$ ���- "����

Page 19: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

4

����K�� 8��&�� "7�/ �#�$� ��<2��� *#3� I�2�& �/ �0 ��& 4'�� 4��&��� �"�3���� ���� �

"��� +�+�&� "0 .���$ ���& �� ��� %��& (� *���&�� .���� ��� �"��9�� *#3� �' �

9�� ��&�(� ����+� "�� �� "����&�� X����� .��J�� ���& %3 "��(Wang, Dugan, & Sajka,

2013) .

.�-�� ���E ��$ %3 %��& (� *���&�� .���� ���J&�� H$ ��&J�� "����� 1'/ .&/� �'�

�7��+��) :"��J�� "����� .��� �� "��9 2� "0 � � "����� "���(

)2.1 :( " ����� "'���

* � � �7��+�� .��Q� .� �� "���&� :9�� *#3$ �� 6���� *���& *��(� .�2� ��

5 &��� *���&�� ��# �0��� � � P�' :�)�&�� ��0��� "23���� %��&���� (���� �#�� ����+

�� %����� .��Q��� .� ���� P�& ��� I�&�� * � � �0�7��+�0� "�� &� . .�2��� .0 &� �'�

5 "-�� *#3$ �� �E * � � �7��+�� .�-�� ���E ���J&�� ��� %����� ����&�� .���W �0��

.�2��� �00 ��& %&�� "�)��� ���� �.��Q��� .� ���� P�& ��� I�&�� � �0��& %��&���� ����+��

Y�� �/ Z�J *��� .��� ��� ��� *�������&���� � �+��� "-���� 1'/ �� �K �0��J&�� ��� %&��

�0&��Q� �0&� ��� "��9�� �00 ��� %&�� *������ .�-���� ��� I�&��� ��/� &�� *��<&�� +�+�&�

%3 "�7�9 [��� .H&�� .�2��� � ������ �� ��&�(�� 'J(� ���� �"���)&���� "�������� �����&��

*H "7�����%��&�� *W��&�� �H� �� ��0�7��+� �0&-�� ���E %3 %��& (� *���&�� .���� : P���/ */

\"��J�� "����� .��� �� %3 �7��+�� .�-�� ���E ��$ %3 %��& (� *���&�� .���� ���J&�( H�

)3.1( : " ����� .��1�

Page 20: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

5

I�0& "����� ��E � ���+��� � �&�� H$ ������� �����&� �7��+�� .�-�� ���E %3 "�J&���

.�-�� ���E .��- �� �� �7��+�� .�-�� ��$ +�+�& %3 ���+�� ��� +�&�� 4��(� ��2����

� "���& (� �7��+�� �L&9��� %3 �"��J�� "����� .��� �� � P�'� *�J:

1. � ���+��� � �&�� H$ ������ �����&�� "�J&��� 4��(� ��2���� �7��+�� .�-�� ���E %3

�7��+�� .�-�� ��$ +�+�& %3 ���+�� ��� +�&��.

2. � ���+��� � �&�� H$ ������ �����&�� 4��(� ��2���� �7��+�� .�-�� ���E %3 "�J&���

"���& (� �7��+�� .�-�� ���E .��- +�+�& %3 ���+�� ��� +�&��.

3. ������- H$"���& (� �7��+�� .�-�� ���E . �7��+�� .�-�� ��$ +�+�& %3.

)1.4 :( " ����� "#�1�

1. �0&��L& �HR& ���� *�J � ���� %3 "��J�� .��� �� .���E ��J& "�����& "��� ��� �3�&

���� ���.

2. (� %3 "0�� .(� �� � ��� 4'��� *� �� �'/ %3 ��H����� ����� *�J � "���&��(� *��

"����� 1'/ �0��� *��&& I�� %&�� X7�&���.

3. .�-�� ���E ��$ %3 %��& (� *���&�� .���� �� "�/$ ]�#�& ��� ���& "����� 1'/ ��

"��J�� "����� .��� �� %3 �7��+��.

Page 21: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

6

)5.1 :( " ����� B0��$�

�- *���� ���� )1 ('�� "����� ='��$� ���� 4"�)&��� .��L&� :7��+��� � �&��� ��� �����&��

"9����� .��L&��� ����+�� ��� +�&�� 4��K� ��2���� �7��+�� .�-�� ���E %3 "�J&��� :

"���&�� .��L&��� �"���& (� �7��+�� .�-�� ���E .��- :�7��+�� .�-�� ��$.

�� �����)1 ( " ����� B0��$�

� ��� 4'� ��$� ��� " ����� B0��$� ��$� �� :(Wang, & Feng, 2012; Trainor, Andzulis, Rapp, &

Agnihotri, 2013; Choudhury, & Harrigan, 2014)

�������� � ا����

����� أداء ! ��ت ا�

ر� ا������ �

��� و�ء ا��� �

������&رات إدارة ! ��ت ا� ا)����!'�

إدارة ����� ا����ن �

��ت��� ا��� ���

ا�"! ��� �

ا��/�.&-� ,+ إدارة ا��*(����'������ ! ��ت ا�

'&%$�ك �

(��&�ب �

�/$&+�ت ا�.��- ا�,+�ل �

��ن � ا�(�8م ا6داري ا��34*� !12 ا�

ا���;'4ات ا��:'�9

ا��/�>�2 ا���;'4ات

ا����=� ا���;'4ات Ho2

Ho1

Ho3

Ho4

Page 22: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

7

)6.1(: " ����� �#>��

4���� "# #���� "#>�?��(HO1) : �� (� H$"�7���� "�(� �' � �7��+��� � �&�� �� �����&��

.�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

6�� � �7��+��) ��7��+�� �#�7��+�� (�( "��J�� "����� .��� �� %3 "�(��� ^�&� ���

)α ≤ 0.05(

<�� "�#<�� 1'/ � Y<&&�"���&�� .��#:

4���� "#��?�� "#>�?��(HO1-1): �� (� H$� �7��+��� � �&�� "�7���� "�(� �' �� �����&��

�7��+�� �# :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� %3

"��J�� "����� .��� �� "�(��� ^�&� ���)α ≤ 0.05(.

�?�� 4���� "#��?�� "#>(HO1-2): �� (� H$� �7��+��� � �&�� "�7���� "�(� �' �� �����&��

�7��+�� (� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� %3

"��J�� "����� .��� �� "�(��� ^�&� ���)α ≤ 0.05(.

!�� "# #���� "#>�?�� "#$�(HO2): �� (�� �7��+��� � �&�� "�7���� "�(� �' H� �� �����&��

���� .��- +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

6�� � "���& (� �7��+�� .�-��) ��� ����+�� *��<& ����.������"�� &�(�� �( .��� �� %3

�� "��J�� "��� "�(��� ^�&� ���)α ≤ 0.05(.

"���&�� .��#<�� "�#<�� 1'/ � Y<&&� :

Page 23: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

8

4���� "#��?�� "#>�?��)(HO2-1 : �� (�� �7��+��� � �&�� "�7���� "�(� �' H� �� �����&��

�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� *��<& ���� +

���+�� "��J�� "����� .��� �� %3 "�(��� ^�&� ���)α ≤ 0.05(.

"#$�!�� "#��?�� "#>�?��)(HO2-2 : �� (�� �7��+��� � �&�� "�7���� "�(� �' H� �� �����&��

�� %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���.������ %3

"��J�� "����� .��� �� "�(��� ^�&� ���)α ≤ 0.05(.

"!��!�� "#��?�� "#>�?��)(HO2-3 : �� (�� �7��+��� � �&�� "�7���� "�(� �' H� �� �����&��

"�� &�(� +�+�& ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� %3

� "����� .��� �� "��J� "�(��� ^�&� ���)α ≤ 0.05(.

"# #���� "#>�?��"!��!�� (HO3) : �� (� H$ �7��+�� .�-�� ���� .��- "�7���� "�(� �'

6�� � "���& (�) ��� ����+�� *��<& ����.������� "�� &�(��( %3�-�� ��� :�)�& .

6�� � �7��+��)��7��+�� �#�7��+�� (� ( "��J�� "����� .��� �� %3 ^�&� ��� "�(���)α ≤

0.05(.

"���&�� .��#<�� "�#<�� 1'/ � Y<&&� :

4���� "#��?�� "#>�?��)(HO3-1 : �� (� "�7���� "�(� �' H� � �7��+�� .�-�� ���� .��)

6�� � "���& (�) ��� ����+�� *��<& ����.������� � &�(��"�( %3�7��+�� �# :�)�& %3

"��J�� "����� .��� �� "�(��� ^�&� ���)α ≤ 0.05(.

Page 24: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

9

"#$�!�� "#��?�� "#>�?��)(HO3-2 : �� (� �7��+�� .�-�� ���� .��- "�7���� "�(� �' H�

6�� � "���& (�) ��� ����+�� *��<& ����.������ �"�� &�(��( %3+�� (� :�)�& �7�� %3

"��J�� "����� .��� �� "�(��� ^�&� ���)α ≤ 0.05(.

"# #���� "#>�?��"&����� (HO4) : �� (�� �7��+��� � �&�� "�7���� "�(� �' H� �� �����&��

.�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

�7��+��)�#�7��+�� (� � ��7��+�� ( "���& (� �7��+�� .�-�� ���� .��- �� �� �) *��<& ����

��� ����+��.������"�� &�(�� � (9��� �L&� "��J�� "����� .��� �� %3 "�(��� ^�&� ���

)α ≤ 0.05(.

)7.1 :( " ����� ���-

o ���-��"#$�����:

.�� "H�H "��9 "����� %/ "��J "���� .���) : "�� � ��(� "�� �9���� :��� "��

"��/(� ���(

o ���-��"#$�����:

%&�� "��+�� �&<��:L&�&�"����� +� �K � %��H�� *�<�� � $��&2013/2014 %��H�� *�<�� ���

2014/2015

Page 25: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

10

o ���-��"#�����:

�&-� � E 1'/ "����� ��� �� %3 "��9�� �HR& "3� ��� +�& %&��� �"��J�� "����� .���

�7��+�� .�-�� ���E ��$ %3 %��& (� *���&�� .���� ���J&��.

)8.1:( " ����� ���-�

o .�&-� "����� 1'/ ��� %/ ���� %3 "��J .��� "H�H) : "�� �9���� :��� "��

"��/(� ��� "�� � ��(�.(

o .�&-� 9)3 .��� �� %3 �̀H��� ��� ��� "��9�� ��� "����� 1'/.

)9.1 :( "#����T� �-'(����

�������� ������� ���� (Social Media): �� ����& ��� ���&��� .�)��9&�� � "�� %/

�����2.0���<�� 59�)� �)����� ����� Z����� "���� *���& �0��J&�� ]�& ���� ��3 �0

(Kaplan, & Haenlein, 2010).

A#���2:0 (Web 2:0): *��& %&�� "� �����&��� "����&-(� .�0 �&�� � "�� �� ���� �/

����J&��� "��� 6�� � �+�&� � #� H�$ ���� 4'�� �.�&�(� � ���)�� *� �� "�&

�0��� a�&<�(�� (Musser, & O’Reilly, 2005) .

Page 26: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

11

� ������ �������(Social Customer) : %��& (� *���&�� .���� ��� 9��� ZJ� 4E �/

*�� "�� �� "��9 � ��$-� 5 .������� �.��J��� �.��)&���� ���3��� � �b� *���&��

�0�)& %&�� .��J��(Acker, Grone, Akkad, Potscher, & Yazbek, 2011).

������� "�����:(Customer Engagement) .��J�� ���& %3 "��9�� "���� ���&� �/

%��& (� *���&�� .���� ���J&��� "����&�� X�����(Choudhury, & Harrigan, 2014).

$��$�� 4'� "#'-��� �&������ (Online Communities) : .�&�(� ��� �07��� �&� .��& %/

"��� ���&� �"��9�� 5 *��<&�� �0&��J ���& %3 "����� � "��9�� ���& ��� *�&� "�� ��

(Verhoef, Reinartz, & Krafft, 2010).

��� ���� ������� )(Customer Relationship Management : .�� �&�&�(� � "��

�0��� � %&�� �2���� .���)&������E .��� "��9�� �.�-���� " &����� �0� *��� �0&��E �

]��� (Greenberg, 2009).

�� آ� ه67 ا�5را"� �!��4 ا��!3&�ات ا��%!+�� و�12اض : � � �&�����+��� �� �����&�� "�J&���

��7��+�� .�-�� ���E %3 ���+�� ��� +�&�� 4��K� ��2���Wang, & Feng, 2012) (

�������� ;�����)Customer Orientation:( 123و)� �&�� � "���&� ��<2��� ����&�� "��9��

(Brown, Mowen, Todd, & Licatte, 2002).

Page 27: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

12

��ت ا������ إدارة ا������ �� ا��������� �� (CRM Technology Use) : %/�� �����&��

.��- :�J� .������ *�0�& * � � �7��+�� .�-�� ���E %3 "�J&���(Jaychandran, etal.,

2005).

W#?�� D��(Face book) : "��J� "�<� ��� � ���J&� ��� .�&�(� ��� %���<& 5-� �/

�0��� ��3 ^�&��� *���& "����E� ��0� "��J(Carter, Foulger, & Ewbank, 2008).

A�#��#��(You Tube) : 59�) ��/�� � ���J&� ��� .�&�(� ��� %���<& 5-� �/��<���� �

��0&���� ��0��� :���&��� �� �(��(Like) ��� �(� ���� (DisLike) ���<�� 59�)� (Cho,

Phillips, Hageman, & Patten, 2009).

��6$�� .��*�� �6#�(�(Mobile Application) : I&��0�� �+0 $ � "��� "����<& .�)��9& %/

#�� 5 *���&�� � �0��J&� ��& �"��'�� 4���� �� ����& ���J&��� ����� ��+ 4$ %3 c���� �0

4�3(WIFI) .�&���� "��&�� (Armbjery, 2004).

������ 4'� ������� <���T� ��)$�� (Customer- Centric Management) : ��� *�� ��2� �/

"��9�� .��Q� .� ��&�� "���&� �03 (Shenth, Sisodia, & Sharma, 2000) .

�"#������� ������� ��� ���� �� (Social CRM Capabilities) : %&�� "9���� *��& �/

.�H����� %3 "��9�� P��� �%��& (� *���&�� .���� 5 .���)&� �2�� .���� � �"��9�� � ��&

�0� "�� �� "-�� +�+�&� "�����&��(Trainor, 2012) .!��4و�12اض� �إدارة ;5رات ه67 ا�5را"

��ت، : �=;�ت ا������ ا�>!���&� آ� �� ا����د ا�!��&���ا�"! ��� إدارة ����� ا����ن، ��� ا���

.(Wang, & Fing, 2012; Trainor, Andzulis, Rapp, & Agnihotri, 2014)

Page 28: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

13

������ ���?� ���� (Customer Interaction Management): �0�J&�& %&�� .��0�� %/

�� �0� 2�<&�(�� �"��9�� ���&��� ����&� "��(Reinartz, & Krafft, & Hoyer, 2004) .

���'&��� ��$(Information Dissemination) : X����� "��J�� .������ �� "��� %/

"����&�� "9�������J(�� .�����<��� "�� ��� ")��&��(Trainor, Andzulis, Rapp, &

Agnihotri, 2014) .

"���� �� (Responsiveness) : ت��5? @&�Aو� ،�$�ه� ا�"! ��� ا������ ��B>�ت ور1$�ت ا�/

�C ا��B>�ت وا��1$�ت � D"!,�د ا���� �ا�!5ر(%& �. � & ,Trainor, Andzulis, Rapp)ا� ���� و��ا

Agnihotri, 2014).

������� ��� ���� (Customer Relationship Performance) : ���E "����3� � �<� �/

� ��0&��9 ��� "�� �� "23�� ��� 4�W& %&��� �7��+�� .�-��� "���& *�J � �� "��9 ���&�

�7��+�� .��Q� .� ��(Kim, & Kim, 2009). .�-�� ��$ ���&� "����� 1'/ c�Q��

"���&�� ����(� � *� �7��+�� :�7��+�� (� ��7��+�� �#(Helgesen, & Nesset, 2007; Wang,

& Feng, 2012).

������� ���(Customer loyalty) : �&�(�� �"�� �� %3 �&��� d���� ��+&�(� �/

.��� �� � ���3���� "�32�� .��L&�� � �Q�� ��� *�)&��� %3 �0&��J ��� *������

^J(�(Chen, & Ching, 2007) .

"�'(�� �>�)Satisfaction Customer( : �0�)& %&�� .��J�� �� a��&(�� �#��� ����� �/

"�� ��.(Kotler, & Armstrong, 2010)

Page 29: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

14

�$�!�� ��?��

"6�� �� � ������ <�)$�� ��(T�

)1.2 :( "��6���

)2.2 :( <�)$�� ��(T�

)1.2.2 :(�������� ;�����

)2.2.2 :(�����#����$������� ��� ���� �� "���� ���

)3.2.2 :(������ 4'� ������� <����� ��)$��

)4.2.2 :( "#������� ������� ��� ���� ���

)5.2.2 :(������� ��� ����

)3.2 :(��+++ �� � ���+++"6��

)3.3.2 :(�� "6�� �� � ����� �� " ����� 301 �#�#

Page 30: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

15

�$�!�� ��?��

��(T� "6�� �� � ������ <�)$��

)1.2 :("��6���

������ "����� .��L& *���<& *�<�� �'/ c���- *���� %3 "����� ='��$ %3) 1 (

�����")����� .������ �/$� �0��� "- %3 �0#� �&� 6�� �"��$��� :���� *���&� *���

� �&��� ����+��� �� �����&���� ��� +�&�� 4��(� ��2���� ��7��+�� .�-�� ���� %3 "�J&�

����+�� ����� %��H�� "���& (� �7��+�� .�-�� ���� .��- 6��H�� ����� � .�-�� ���

�7��+������� �5���� ")����� .������ .

)2.2 :(<�)$�� ��(T�

����& %3 ��� &��� ��J(� .��9&�� �� ��&��� ����� .��J� .(��&(�� .������ ��

1'0� "���&�(� ��� .�2��� � � �5��� :�9� ��� %��& (� *���&�� .������ �����&�� ��� %3

^J$ "0 � "2��� �7��+ 5� "0 � "����� ����� 5 "�� &�� .�-���� :��&�

) �%����+��2004; (Woodcock, Green, & Starkey, 2011 . %����� ����&�� .���W ��3 �'�

� ��)� �� %��& (� *���&�� .����� %���<&�� ����� "�/� P�& ^J(� .�2��� *�� �0���

��0&��9� "�� �� ��� P&��� *���� .������ *���& "������ "��9�� 5 ��/� &�� *���&�� .������

"�� �� .&/� �)3 ��/ ��8�3 *�� ��� *��� "��J�� "���(� ��P I&�0�� .�)��9&� ���&�����

&���� �&�&� ��&/(� .��� �� c�� .���� �*�)���� �/�Q� ��Q)���� �2007.(

Page 31: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

16

)1.2.2 :( �������� ;�����(Customer Orientation)

I�(Marquardt, 1989 ; Singh, & Koshy,2011) �7��+��� � �&�� R��� P���� "<��3

�7��+�� .� ��&�� �03� ����& ��� � �I��&� ��3�0&��� * � � .� ��&�(� 1'/ 5 "2���

�0&���&(�� �+��� :�)�& %��&���� ���3���� "��3��&��. ��$�(Narver, & Slater, 1990; ،2)�$ا��

� ���+���7 /�) 2010وا��8ا7(�، �&�� �E ��E� "2��� ��- �7��+�� .� �� "3�� �0<& ��

"�7���� �0&������� �0&��- %3 �HW�� *������ �0�7��J P�'�� �0&��Q� ��3�0&���. ����$

��H����� � *�(Deshpande, Farley, & Webster, 1993; Wang, Dugan, & Sojka,

2013) �E��� 5#& %&�� .��)&��� � "�� �/ �7��+��� � �&�� ���+�� "(�$ ����&�� ����

� "����� ������Jb��P�' � ��<2���� ����� P���� � :�)�&a����*��9�� ^��� ��� .

�0��$� � *�&Weitz, 1982; Singh, & Koshey, 2011) Saxe,( �0�R� I��&�� ��� +��&��

�0���� ��� 2�<���� �7��+�� .� ��&�� "���&��/'J$�(�� ��&�. �/ �7��+��� � �&�� ��3 %��&����

( + "��2�&�� "3�)H�� � $+ &�"������ �0� �&� %&�� .������ ��� +��&�� � � �'�� "2���

��7��+�� .� ��&�� *����E�� � ��� %&�� .��)&���� ��)�� � "�� �E�7��+��� � �&�� ++�& .

( �7��+��� � �&�� ��� �� *� �"2��� �7��+� "�)�� "���� ��� I�&�� 9)3 �#&��� �E ���$

��&)�9 *�J � "2��� P�& �7��+� "�-�/��$ �� (Alrubaiee, 2013) : �7��<��� 53���� ����+

���+�� "<��& *��)& �$ ��0��&� %&�� "<����� "��) ���+���0��� *��� %&�� 53����� "��).

Page 32: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

17

- �&��*�J � ���+��� � �&�� 8��:

$. .�2��� %3 "���)&���� "������ �7��+�� .��Q� .� �� ��� I�&��.

�. I�&��.�2��� %3 �7��+�� %#� � ���.

=. ���+��� "2��� "�<& "�- :�)�&.

)2.2.2 :(�#����$����������� ��� ���� �� "���� ��� (CRM Technology use)

��&���� ��� .������ �� ����& %���� *��� *H& �7��+�� .�-�� ���� %3 "�J&��� ��� "

"2��� ��- ++�& %&�� �7��+�� .�-�� ���K � " &����� �7��+�� 5 "�� "-�� ��� 2�<���

*��� "2��� *J�� �0���& �&�� "���& ���&� .������ "��&�� �.������ 5��& P�'�� �8��

����� Z��J&� ��7��+�� .����� *���&� ��7��+�� 5 *��<&�� "����3� � �<� ����+ � "2��� ���&

�7��+�� .�-�� ���� �� ����& ���J&���(Day, 2003) . %���� ��� .������ �� ����& ��J&�&�

�� S��� & .�H �-� ��7��+�� .�-�� ���� '�<�&��� �����&�� ���&� "���L�&�� .������ ��� HW&

"2��� *��3� +�& ��� :)�� "2��� %���� �� *H& .������ �� ����& �� �.��-

(Keramati, Mehrabi, & Majior, 2010).

.���� *�&��� �����&���� ���� %3 "�J&��� �- %&�� %�(� �&��� .�)��9& ��7��+�� .

���& ��� ����& %&�� "�<�J�� �&���� .�)��9&� �.������� .����&�� .��J��� :���&��� .������

.������� *���&� X� (Greenberg, 2010) ،�7��+�� 5 *��<&�� *�J � %�(� �&��� ��� �&��

I�0�.������ 4+� P�� ��9& ��� "2��� ��)&� ��0����&� �0 �� .������ 5 ��3 �&�

Page 33: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

18

����� ���&�(� �0��J � ��� .����� ����- ����� ��7��+��� ")��&�� .������ 5� ��+J&.

:����(Berger, etal., 2002) . .������ %<2� *��� � 1'/ .������ ����- ��& �� � ��

����&� .������ 1'/ X� �&�� �.������ 1'0� �7��+�� "�J� :���&��� X�� ���J&��� �0

"2��� (���� �#�� ����+� �0� 2�<&�(�� �7��+�� "�-� ��0&� ��� �7��+�� .��Q �0<� "��J&

(Greenberg, 2001).

4���� ��� *� %/ �7��+�� .�-�� ���� �� ����& �0<��� %��& (� *���&�� .���� ��

�0 ��� ���� �� ������ �����& 2��� %���<&�� ���� *��<& ��� ���J&���� .������" 5

�0��� "7�)�� .�-���� :��& %��&���� ��0�7��+ (Kim, & Ko, 2012) . :7�)1 #;<7و .����

]�& %&��� .�&�(� ��� ���&��� .�)��9&�� � "�� �0��� %��& (� *���&�� ���,� *���&�

"������ � ^�&���� ���3 59�)� �)���� ��Z��� �/�Q� ������J&��� (Kaplan,

& Haenlin, 2010) . ���* ���2100 %3 (HBR)و2B ا�!A'ع ا?�1< "=�& "�� .�����

"<�&J&��� � �� ��� .��� ������� *��� (%58) *���&�� .���� ���J&�� .����� �

��� ��0�7��+� �0&�-�� ���K %��& (� (%21) ���J&�( ����&�(� �&� ��� �0�� ����� .����� �

"�-�� ��7��+�� *����� %3 .������ 1'/ .������ �� ]#���� �3 �%��& (� *���&�� .����

"�- .�'� �+�& .�-��.(Zhang, 2011)

� %��7�� ���� �&�& �7��+�� "��� ��� .����� � � %&��� �7��+�� %3 "���& ���& �

�7��+�� .�-�� ���� .(Bijmolt, etal., 2010; Hennig-Thuran, etal. 2010) �7��+�� "����

� �7��+�� 5 *���&�� ���&� �/%��& (� *���&�� .���� ���J&�� �7��+�� "��� .������ ��� �

Page 34: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

19

& %&�� ���+�� .������ �0��� �0<��& ���� �.����� +�� && "�� &�� "���� �� "2��� ��� +�

��� "�)���&�� .(��&�� ������ ���)�& � �7��+�� *��&� �.��J��� .� &��� ��� 4�W& %&���

"�- :�J ��� ����� "2��� ��9�� ���(Hollebeek, 2011) . *���&�� .���� .�� �-�

�&�� P�'�� ^�&��� "��� � �7��+�� %��& (� *���&� �c���� �0#�� 5 .�-�� ���� *��

5 �0&��J� "2��� .� &�� "��J�� .��J�� *���& P�'�� �"2��� 5� �0��� ��3 ��3(�� �b�

c���� �0#��(Kumar, etal., 2010) .

��� �#� *�� %&�� �0�� ��7��+�� "���� �&0& ^���� .����� (Apple) �� %� 4�� �

(IBM) 5���& *�� � "�� *� %3 "����<� �7��+�� "��� ��� ��&���� 5 �& 6��

��&���� �<� �7��+�� ]���� ��0&�� � .��J��� .� &���(Hoyer, Chandy, Codogan,

Dorotic, & Singh, 2010). *���&�� .���� .���� ���J&��� "����� 1'/ .&/� ��/ ��

* � � %��& (� "���� .���� "H�H ��� "����� 1'/ .�&�� 6�� �7��+�� "��� *��<&

%/ �7��+��:*�)��� I&�0�� .�)��9&� ����&��� �P����<�� :(Choudhury, & Harrigan, 2014)

)1.2.2.2:(W#?�� D��(Face book)

8�<�� ��� P��J&��� ��� 6�� � %��& (� *���&�� 5-�� H�� � �*����� � �� ����

��� ���J&��� ��� *�� 6�� ���J&�(��(618,000,000)8�<��� �S���� 9�� ��J&� P��

��V��#& .����& ���� � ���J&�: � �-��(�� "��J��� ����� "��J��� .������

�-��(� .��<� ��� "��&��� "������2012) (Smith, Fischer, & Yongjian, .

Page 35: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

20

8�<��� ��� P�� .&/� �)3 �'� ���� �� "���� %��& (� *���&�� 5-�� H�� � �/ P�

8�<�� *�J � �0� "��J�� *��(� "7�� ��L&� .�2��� .(��&( ���� "����� P��

*��(�(Dickey, & Lewis, 2010) .8�<�� I��& ���� .�&�(� ��� %���<& 5-� ���� P��

]�� "�&��� ]����� 4�' �#��� 9�� �.�&�(� ��� "����� .��& �� +�+�&� ����

(Carter, Foulger, & Ewbank, 2008; Stainfield, Ellison, & Lampe, 2008) ��3 �'�

8�<�� .��& �� %3 �0 �� I��0&�(� �.�2��� *J�� .(��&�� "-��� �Q Z3 ]�&� P��

��� �"����� "����� ����� 5 .�-�� �(Kelley, Kerr, & Drennan, 2010) . ���

��� *��&�� ���� *7��� ��)& "�� &�� "���� �� "2��� "����� .�&�(� ��� "����� .��& ��

��� ����&� �"2��� (��� :�)�&� �7��+�� .���& ��� �HR&�� I�0& 6�� ��7��+��� "2���

��� �� ��� *��� �0�7��+ ��� "2��� I�&� .���(Algesheimer, Dhalakia, &

Herrmann, 2005) "�� &�� *��(� 5��& ��� *��� %��& (� *���&�� .���� ��3 �'� �

*��� �7��+�� "��� ��� � P�' :�)�& ��� (� �.�&�(� ��� "����� �0&��& � .�2���

&��� ���& %3 *��3��& .�2��� ��� �.��J��� .�� �7��+�� "���� ��+&�(� ��� �&���

"2���� �7��+�� "�- :�)�& %��&����(Ofcom, 2008) . �0� � %&�� .���<&�� "����� *�&�

"����� ��3 �'� �"�� &�� �0&��� "2��� *�� J� ���+ 5 ���+�� �� �"2��� 5 ���+��

��� :)�& "��� �� �H� �0� %&��� �*�- � ��� � ���& �� %&��� "����� "9�&�� .�������� �

�"�� &�� �0&��� "2��� *�� �7��+�� �0� � %&�� .���)��� %/ .�������� 1'/ �� �"2��� ���

.���9&�(��(Van doorn, etal.,2010; Ver Doorn, etal., 2010).

Page 36: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

21

)2.2.2.2:( A�#��# (You Tube)

H�(� *��&(� .�� �&�&��� ��� *��� .�2��� ��&/� ��� ^�� .�&�(� "��� �9& ��

.��� � "��/� ����- 5��� ��� *����� � �0��& %&��� �"����)&�� ���(� *7��� � "��

"����� ����� � "���&� "<�&J .(Cormier, Ledoux, & Magnan, 2009) ��� "3�#K��

(��� ��� S���� �� HW& %&��� �"����� "�� &�� "���� .��& �0# "�� &�� �0&��� � "2���

(Muniz, & O’Guinn,2011). �/02 ����& P�'�� �0�7��+ 5 "2��� *���& "����� %��&����

�0�7��+ 5 %<9���� *��&�� *�J �(Wright, & Hinson, 2010) �� .�2��� ��� %��&���� �

*�J � �0�� .������)���<�� 59�)� ������/�Q� ( �*��(� .(��&� ��� *��� ++�& %&���

������ ���&���� %/ ��&/�� ��H�� .���(� �� :���<�� 59�) 5 *��&� ���� *�(�� �"���& (�

59�) *���&� "�� ��� ��� ���� %��H������<�� ����<�� 59) ��� ������ � 5 � "��<��� "������ �

H�� ���� �� ��� ����� �'0�� ����J&��� 8��� ��� *����� "<9����� .����� ����� ���

^J(� .������ � "��� (Cho, Phillips, Hageman,

& Patten, 2009) . 7�+ ��� �' � ���&�� �� .� ���(� ��&� � S�������6 ��/�� .����

�� ( �'� ���0�� ��� ���� ��� 6�� ��� .�2��� ���<&�� "����� ")�)�� �P�' */� & .�2���

���<�� 59�) *�J � �0&���& � "�� &�� �0&��� "2��� �7��+ ���& %3 ����� ��� ������

���&����.(Chatzopoulou, Sheng, & Faloutsos, 2010) "��'�� .����� � ���&���� �&���

%3 ��7��J � ���<&�(� � "2��� ��� 6�� ��0�7��+ 5 .���� :�J � "2��� ��� 4'��

�7��+�� (� ��� 2�<���� :�J� "������ *��&(� .�� �&�&��(An, Davey, & Eggleton, 2011)

Page 37: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

22

"�-� � .�2��� ���&���� ��� �� ���3(�� �b� *���&� ��7��+�� 5 a�&< %����& ���

"����� ������ �7��+�� 5 "���� "-�� ��� 2�<���� :�J P�'��(Ledingham, 2003) .

�2��� ���J&����. �� ���&�� � �0��� 6�� ��7��+�� 5 4����� *��&(� *�0�& ��� ���&����

�� �(� *�J � �07�o(Like) �� �(� ��� ��(Dislike) 59�) ��� .�)���& "3�#� "������ �

���<��� 5 "-�� *#3� �� �K ^J(� %��& (� *���&�� .���� 5 ��J&�& �� ���� ��0&���� �

.����� ���� ��3 ]�&�� �.��J��� .� &��� :���&� 4�# ���&���� ]��� �� ��7��+��

� & �7��+�� I-� 8��)�"�� &�� "���� 1(Chartzopolou, Sheng, & Faloutsos, 2010)

)2.2.23.:( ��6$�� .��*�� �6#�(� (Mobile Application)

��� ��)��� ��7��+�� 5 4�3 *��� *���&�� ��� ��)�� �/ �7��+�� .�-�� ���� /� ��

�7��+�� "����& "�- �3�& .(Park, & Kim, 2003) ��� � .�2��� ��& %&�� .���(� �/� �

.�H� ��J(� .������ %3� �*�)��� I&�0�� �/ ���� ��+ 4� %3� �7��+�� 5 4�3 *���& �� ��

�7��+�� "3�#�� "�)�� :)�& %&�� .��J��� �*�)��� I&�0�� .�)��9& 5� ���J&�� ��� �0&�- �7��+��

�(�� "�-&��� .������ .��J *H I&�0�� .�)��9& ���J&�� ��� %��&���� ��/�Q� �)������ ���

���+�� �0 �&�� %&�� "��<�� .��J�� ���)& ���� �"�� &�� "����� %���� ����+� "� ��& ���R� *�)���

(IFPI, 2006) ��0�7��+ 5 �0&-�� ���� %3 *�)��� I&�0�� .�)��9& ���J&�� � .�2��� I�/ ��� �

�/ �# ����+ %��&���� ��0� "��J��� .��J�� ���)&� ��� *��� �07�� ��� I�&�� * � �

*��9�� ^��� ��� �7��+�� (��(Arnbjerg, 2004) . ���J&�� :���&�� �� �2� �� ���& �-�

*�)��� I&�0�� .�)��9& :���� *���& %3 Z)� �� ��� ��H&�(� ��� �7���� � �)�&�� ���� .��

Page 38: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

23

*�)��� I&�0�� .�)��9&� :���&�� ��� *��& �� � ����� ����+��� "2��� ��� ����&��� . ��3 %��&����

.������� :���&�� ���� ��7��+�� .�-�� ���� "���K I�0& %&�� .��J�� ��)� *�)��� I&�0��

����� *���K "����� "������� .������ �� ����& ���J&��� �.��J����7��+�� .�(Componovo,

Pigneur, Rangone, & Renga, 2005).

�7��+�� ��� 6�� �.��J�� ��� ����& %3 (��3� ����7 ��� *�)��� I&�0�� .�)��9& ���&�

��W��� .-� 4� %3� ����� ���� �a��&�� �0&��� ����(Dickie, 2011) . ��� ���&�(���

�/� � "���(KPMG) ���)9000 ( %3 ZJ�)19 ( ��3 ��� �"���)91 (% ���Q� �0�

�&�)��9&� *�)��� I&�0�� ���J&��� �0&��� � R�(Seidel, 2009) . *�)��� I&�0�� .�)��9& +�&&�

�� �)3� ���<�� Z7��J�� � "�� �1�' :(Awashi, & Sangle, 2013)

� *��&(� ��� %�J��� 5��9�� �<�� :)��9& .���� �� I�&J& *�)��� I&�0�� .�

���& *7���� ��3 �'� �9)3 ���� ZJ� � ��J&�� ���� ^J(� %��& (� *���&��

9)3 ���� ZJ�� "��J.

� *��<&�� %3 9��&�� : ��� 9��&�� %3 (��3 ��� *�)��� I&�0�� ������0�7��+� "2���

.����� � � %3 9����� �� ���� %��&����.

� ��*��&(� %3 "�� : � �7��+�� ��& "<�&J�� �0&���-� *�)��� I&�0�� .�)��9& ��

"��)��� �0<&��/ ����� �7��+�� �� ��� �.-� 4� %3� ���� ��+ 4� %3 .(��&(� � �

�7�� �0��E *����� ��� �'� ��&���.

Page 39: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

24

)2.23.:(������ 4'� ������� <����� ��)$�� (Customer-centric management)

4��(� ��2��� ���&�� �"��2�&�� .������ ���& "3�)H 5 ���&� %�2�& 4��� ��2� �/

��)& "��2�&�� .� � (� 5� �� �#& %&�� �"�7� (�� "����0�� ���� �� � ���+�� ��� +�&��

������� *�- � 8��� �7��+�� .� ��&�( �)3� P�& ��"���� "2��� "��J(Day, 2000) . ��2��� ���

��� ��L&��� ��7��+��� "��J�� .������ *���& "����� .�2��� ]�&& ���+�� ��� +�&�� 4��(�

7�����: �7��+�� 5 �+�& "-�� ��� 2�<���� ��7��+�� ��� +�& %&�� *��(� 1'/ 8��&� "��<��

�/��&� 53�.(Wang, & Feng, 2012) ��2� ���� �7��+�� ��� +�&�� 4��(� ��2��� I���

:���� .���9- �� :���� .� ��&�� � S(�� ��7��+�� .� ��&�� "���&� �03 ��� *�� . ��)� 6��

���� ")�9� ���+�� "�J ���K�� ��� �'� �)& ���)&� ��� ��� ���+ *� ���)&� ��-����

Sheth, Sisodia, & Sharma, 2000)(. �/ �7��+�� ��� +�&�� 4��(� ��2��� � I�0���

�7��+�� "�J ^�&� %3 "����<��� � �<��� � �- ��-� :�)��'� � � ) �2004()"�ي وا� )�2D، ا( �&

I��&�� .�2��� ���5 .� &��� ���& "��� ���&� ����+�� �0 �&�� %&�� .��Q��� .� ����

���&�(�� .��J��� % �&�&�(� 9�9J&�� "���� :�9� ���& %&��� �7��+�� .��Q� .� �� ���

%��)&��� .(Wang, & Feng, 2012) "�3 *H� �7��+�� ��� +�&�� 4��(� ��2��� ��&�� ���

���& I�� ��2��� �'/ �&�& %&�� .�2��� ��� ��7��+��� "��J�� "�)���&�� "9��(� X�� "���H

�� "0 � ��3 %��&���� �"�-���� �0&�� � (�� �7��+�� 5 �0&-�� ����� ��7��+�� � �0&�� �

� ��& %&�� "9��(� 5� � *���� =���(� ��� �/+��& ����� �7��+�� ��� +�& %&�� .�2���

�7��+�� "3�# "�- :)�& %&�� "9��q� *#3� "7�� :�9 �� �7��+��(Jayachandran, etal.,

Page 40: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

25

2005) �)& ( ��7��+�� ��� +�&�� 4��(� ��2��� �&�& %&�� .�2��� ��� �� .������ X�� 9)3

���J&�� ��� ��)& �#�� ���� ��7��+�� "�J� :���&����� �����&�� ���� �� �� � "2��� ��& %&��

��(� ��2��� ��� �� �"2��� 5 *��&� �3 *�� *��&�� � ^�&� %�� �7��+�� ��� +�&�� 4

.�-�� ���� :9� ��� ������� �7��+�� 5 .�-�� "����� ���� ��� ��&�& "�/� 1�3 ���

.����K� ����+ * � � �7��+�� �0��� +�� %&�� .��J��� .� &��� ��� ����+ �/ �7��+��) �������

�����2004McArthur, & Griffin, 1997; .(

)2.24.:( "#������� ������� ��� ���� ���(Social CRM Capabilities)

.���� %��& �7��+�� �� �.(��&(�� .������ �� ����& %3 "���&�� .��9&�� ���

8�<�� *H %��& (� *���&�� ���&����� &��&� P�� 5 *���&�� �/�Q� *�)��� I&�0�� .�)��9&�

� ��-(� 5 *��<&�� ����+� "2��� �+� *H� *��&�� 1'/ ��� �*��(� %3 �07�2� 5 *��<&��

���� .��-� .���)& ���J&�� :�9 �� �7��+��(Andzulis, Pangopoulos, & Rapp, 2012)

��<&�� ����� ��� ��H����� � ������ � � 4'��� ������& (� �7��+�� �02 %��&�������,� .�-��

�7��+�� ��?EF3;!ت ا�GEH!ا� #I �J1(K ة�7��رات ?M$ ف�!)!� #�($Oت ا�(+'I م ادارةEPQ" ��� 1و ،

#I �<?(3ام ا��R!��� �)��H �03�(;DU(Trainor, 2012) .3 �'ت ا�!EاST ا2I(<!?G ا���� (Payne,

& Frow, 2012)� "���� ��� +�& I7�2��� ����& "��2�& "��� �0��� �(� "���9 "-�� +�+�&

�7��+�� 5 .�03��(Coltman, 2007) 5 "��� %3 %��& (� *���&�� .���� ���J&�� �0���

�0� "���<�� "�� &�(�� "2��� ���� 5� %3 �/��� �7��+�� .� ��&��� "��J�� .������ . �)3��

6����� (Trainor, 2012) (� �7��+�� .�-�� .��- �� %&�� "9��(� *��& "��� %/ "���&

Page 41: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

26

%��& (� *���&�� .���� :��9& 5 .���)&��� .������� �2���� "9��(� P�' %3 �� ��7��+�� � ��&

�7��+�� 5 "-���� +�+�&� "�����&�� .�H����� %3 �7��+�� P��� . �7��+�� .�-�� ���� .��- ���

+ &� ( + %/ "���& (�$� � 8��& �0��� �"��2�&�� .������ %3 �7��+�� .�-�� ���� "9��

"3��� ���&� "2��� .��0 �0�� �+�& .�-�� ��� "23����� ���� �7��+�� ����&� 4�W& %&��

������ �7��+�� ����&� .�-���� 1'/ � ���<&�(�� ��0�.(Morgan, Slotegraaf, & Vorhies,

2009) H� �-� *���&�� ��� ��)��� ��7��+�� 5 "7�� .�-�� ��9& ��� "����� .��)�� 1'/ .&�

.�-�� ���� �� �����& %3 .��H&�(� � X�+ :�9 �� �7��+�� 5 "��2�&�� ������ �7��+��

"� �&�&�(�(Coltman, 2007) . ����� �����&�����3� � �<�� *��<&�� � .�2��� .�� 5 "�

�� .������ ���&�� "����� %��&���� ��7��+���/��� ��7��+�� *�- � �0��J&��� �"2��� *J��

"����<� �0� "�� &�(� � ��-���� � �����(�.(Ahearne, Hughes, & Schillewaert, 2007)

�(� � "�� ��� "���& (� �7��+�� .�-�� ���� .��- +�&&� %�� ��� ��� :(Wang,

& Feng, 2012; Trainor, Andulis, Rapp, & Agnihotri, 2014)

)1.4.2.2:( ������ ���?� ���� (Customer Interaction Management)

�/� � ���� ��.��9&�� "2��� *��<& �/ :���&�� *� %3 1'/ I�0&� ��0�7��+ 5

� � "2��� ���&� .���<&�� �� .������ ���&�� "������ �7��+�� .��Q� .� �� ��� I�&�

�/��� ���+�� �0� "�� &�(�� "2��� *J��.(Reinartz, Krafft, & Hoyer, 2010) *�J ��

"����� %��&���� ��0��� ��3 "���� �Q� "���� "�)���&�� *7���� *���& �7��+�� ��� .���<&�� 1'/

J� ����� .� &���� .��J�� ���& .��- '�J&� %3 "2��� "���� �c���� �0#�� "�

Page 42: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

27

(Bijmolt, etal., 2010) . "2��� �0�J&�& %&�� .��0�� ���� ���+�� *��<& ���� I��& ����

�0� "�� &�(�� �7��+�� .��Q� .� �� ��� I�&�� *�J � �0� 2�<&�(�� �7��+�� ���&��� ����&�

"����<�(Harrigan, & Miles, 2014) .��� � ����Q�� �Q *��� �7��+��� .�2��� ��� *���&��

�0�7��+� 5 "2��� *���&� ����& .���- P�&& %&��� "���& (� ���� �� ���J&���� %�

(Street, & Cameron, 2007) .��)�� 1'/ � ����� %/ %��& (� *���&�� .���� ��3 �'� .�

��& %&�����+�� *��<& ���E *��<& � "2��� ���E �2&�� %���<& *��&� �� � ��� ��)� 4'��� �

�0�7��+� "2��� ��� . ���� .��-� "9��� *��&�( %��& (� *���&�� .���� .�2��� ��J&�&�

"7�)�� �7��+�� .�-�� ���� .���� ��� 5 �� �&� 6�� ��7��+�� .�-�� .����� ������ ���

"��3��&�� �+��� :�)�&� ���� "����� %��& (� *���&��)(Bajmolt, etal., 2010 . � ���� ���

*���� �"�� &�� �0&��� "2��� "����� .�&�(� ��� "����� .��& �� %/ ���+�� *��<& ����

� �1��� ")�9� �0�7��+ "�J � "2��� ��& %&��� � �7��+�� .���� ���J&��� ���&�� "�����

�.���� 9�9J& .���� *H ��7��+�� .�-�� ���� .��- ���� %��& (� *���&�� .���� *�J

�/�Q� �.����+��� 5#�� (Alavi, Ahuja, & Medury, 2012) . .��& �� I��& ����

07���� �&� .��& �0��� .�&�(� ��� "����� *��<&� ��0�7��+ 5 "2��� *��<&� .�&�(� ��� �

.��J��� .� &��� ���& .���� %3 "����� � �7��+�� ��&� ��0��� ��3 �7��+�� .(Verhoef,

Reinartz, & Krafft, 2010) ��&& ( .�2��� � ������ ��� � ��� *��� �7��+�� 5 *���&��

)� �� �0 �(<&�� *#<& P�'� �.�&�(� ��� "����� .��& �� *�J � �0�7��+ 5 *��(Jack,

Moult, Anderson, & Dodd, 2010) . "����� .��& ��� ��-���� ��&/� �� 53���� ���

Page 43: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

28

�7��+�� ������� �.�-���� � "���� "��� "�-� � .�2��� ��& �0��� �.�&�(� ��� "�����

"�- ��� P��� ��� �� ����& ���J&��� ��7��+�� .�-�� ���� *�J � .��J��� .� &��� "��

.�&�(� ��� %���� 5��� 5& %3 "2��� ���� �7��+�� .�-�� ���� ��� "7�)�� .������

(Street, & Cameron, 2007) .

)2.4.2.2:( ��$���'&��� (Information Dissemination)

��� �&& �� �.������� ����- *�J � �� �"���� :7�H���� "�� ")�9� �� .������ �� "

���J&�� *�J � �� �� �� �0 � *��<&�� *�J ��� �����&�� (Cohendet, 2004). ��3 �'�

�� �����&��2��� � .������ �� �� �"2��� 5 �� ��Jq� .������ �� � �7��+�� ��& "

+ &� ( + �/ .������ �� �� *�)�� ���� �^J(� .�2��� "2��� � �� ��7��+��$ �

%��& (� *���&�� .���� ��� *��� �0&�0� %&��� �.�2��� 4���&�(� 9�����(Srinivasan, &

Moorman, 2005). �J&� � ������ .�7� ]�& %��& (� *���&�� .���� ��3 �'� %

.������ �� � �0��J&�� ]�& �0��� �.������ ��� =�&�K ������ ���� 5� %3 .�&�(�

"<�&J � �R� .(Day, 2000) � ��+ %��& (� *���&�� .���� ���J&�� ��� �7��+�� ��&�� ���

� �*��(� *� 1� &�� �� ��7��+�� 1� &�� .������ �� ��� .�2��� ��- �"����� ����� �

�7��+���)��HW�� ( %��& (� *���&�� .���� ��� "���� .�-�� ����&� ��'���

(Jayachandran, etal., 2005) . � %��& (� *���&�� .���� ���J&��� .������ �� �&�� ��

��� *J�� %3 .������ �� �#�� ���� �%� �Q �� %� *��� ^J� ��� "2�"2

Page 44: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

29

(Chandy & Tellis, 2000; Street, & Cameron, 2007) . � �0)3�&� .������ �� ���

��� ��+&�(�� ")H�� ����+ %��&���� �*���&�� ����� � � �� � ��� ����� ��/� &�� "2���� �7��+��

������ �7��+�� .��Q� .� �� ��� I�&�� � "2��� ���&� ��0�7��+� "2��� "���)&���� "

(���� �#�� :)�� � �07�& .��J� .� &� ���& %��&����)(Jayachandran, etal., 2005 .

"2��� .����� ���� ��� .������ �� "��� �&�&� "�� &�(� � �0���& %3 �/��& %&���

2��� "�<�2��� ���-(� 5� ���& *�J � �7��+�� .� ��� .��Q� "�J� :���&��� .������� "

.������ 1'/ ��� *����� � �7��+�� (parvatiyer, & Sheth, 2001) . %&�� .�2��� ���

��9& �0���,� �"2��� *J�� "����<� �/��� �7��+�� �� .������ � ���� .��� ����& � ��&&

��&� .��J� .� &���:���� %3 "����<� 83��&(Baker, & Sinkula, 2009) . ��� :�)�&��

��� ���&�� .�2��� ��� � � �7��+�� .�-�� .��� �0&��-� �7��+�� �03� �"2��� *J�� �/���

�� �7��+�� .����� ")��&�� "9��(� :���& � � �'� ����3���� *�- � "��&�� .�� �&�&�(��

� � "2��� *J�� "<�&J�� .���(� (���� �#�� :�)�& %��&���� ��7��+�� "-�<& "�- ���)& *

.(Wood, Bhuian, & kiecker, 2000) �/ ��+� ����� .������ ���� : .������ *���&

%)3� *��� .������ :3�& ��# 4� �"2��� ���� 5� %3 ��� �� ��� "���)&���� "������

���-(� ���� *J�� 4��������� :��&� ��3 �"<�&J�� ��#� �"���)&���� "������ �7��+�� .�

.������ *���& ��� ��3(�� .���(� 5� 5� �& :�9 �� .������ ��� *��<�� ���J&�(�

"���)&���� "������ �7��+�� .� ��&��� ")��&��(Bhuian, Menguc, & Bell, 2005) .

)3.4.2.2:( "���� ��(Responsiveness)

Page 45: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

30

"9�&�� .�������� ��� %���� *��� �&�& "���& (� �7��+�� .�-�� ���� .��- ��

�0� "�� &�(�� �7��+�� .� ��&��� "9�&�� .������ ��� ���&�� ��� ��)& %&��� .�2����

.(Baker, & Sinkula, 2009)�J � �7��+�� .� ��&�( "�� &�(� �&&� �03 *. .���� ���&�

�0&��Q� �7��+�� .� ��&�� �03 � "2��� ���& %3 ����7� �0 ��� %��& (� *���&��

(� ��7��+�� .���� *���& *�J � "���)&��� ���3 "������ .��Q��� .� ��&��� "�� &�(� �&�

�#�� "���)&��� "�� &�(� *�.(Narver, Slater, & Maclachlan, 2004) .� ��&�� �03 �� �

��3 �.������ P�&� �)3� .��)�� '�J&�� ��0� "�� &�(�� .������ *���& � �/� �0&��Q� �7��+��

#� ( P�'���2�& "���� �03 S��7��+�� .� ��&�( (Kohli, & Joworski, & Kumar, 1993)

�2�& ����- ���� ��� ��)& "9��� *��<& � � �'� � (�� �7��+�� .� ��&�� �0<� "2��� *J�� "�

�� .������ 5 � ��#� *�J � �7��+�� "�- �3�&� ��/7�� � .��J� �0� �0���&� 5����

�7��+�� 5 *��<&�� �(Huit, Ketchen, & Slater, 2005) �03 ��� ��)�� �0� "2� 4� ���

�� "������ �7��+�� .��Q� .� �� %��&���� "-�<& .��J ���)& �0���,� ��0� "�� &�(�� "���)&��

�7��+�� "-�<& "�- :�)�&(Huit, & Ketchen, 2001) . ��(� :)�& "�� &�(� ��3 P�'� "3�#K���

��� ���&�(�� "� �0��� �+�&� ��� �� "���� .��J� .� &� ���)&� " �&� "���� +�&��

.� ��� .��Q �&��� ��L&�� �7��+�� )(Wood, Bhuian, & Kiecker, 2000 "�� &�(� ���

� "�<& "��� �0�3� ���� .��J� .� &� a9 ��� 4�W& �7��+�� ��L&�� .��Q��� .� ����

.��J� .� &� ���)& � �7��+�� .�-�� ����� "2��� ��& .� ���� P�& "���& ��� �� ���&�(�

����3���� � *#3 (Martin, & Crbac, 2003).

Page 46: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

31

)5.2.2:( ������� ��� ����(Customer Relationship performance)

*H � ��q� ���+ :�)�& ��� 4�W& �� ��� "���& (� �0&��-� �7��+�� .�-�� ���� :��9& ��

� � �<�� :���&��� �I����&�� c<J� �:���� %3 %���� ����+ �&� %&�� .��)�� 8��� ��� "����3

.���� ���J&�� *�J � �0&��Q� �7��+�� .� �� �� �0� �&� %&�� .������ �)3� �/'�J&�

a��(� ����+� (���� �#�� :�)�&� �7��+�� ��� "23���� ����+ %��&���� �%��& (� *���&��

"��3��&�� �+��� :�)�&�(Kim, & Kim, 2009) .� �7��+��� � �&�� .�2��� .�J&�� � �'�

���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 %��& (� *���&�� .���� .���)&�

�7��+�� .�-�� ��� +�+�&� "�#�� "����� :)�& I�� �0�,3 (Wang, Huang, Chen, & Lin,

2006) .� ��(� :�)�& �#�� .�2��� �������� 9� *�J � �7��+�� .�-��� *��<�. �7��+��

"���& (� �7��+�� .�-�� ���� ��&� �*��(� .(��&� 5 *��<&�� ���� .���� 5 "��J����

2��� "����� "����" (Lingreen, Etal., 2006) . .�-��� +�&��� ] ���� ��(� :�)�& ���

� :�)�& *�J � �&� �7��+�� �.������ ����+ %/ I��/�� 1'/ �� �*��� I��/$ %3 +�&��� a� ��

�# :�)�&� �"�-���� �0&�� ����+� �.������ "<��& � ����� ����� :���$� �� �7��+ :�J�

�7��+�� (��.(Eid, & El-Gohary, 2013) �+�� � "���9 �&3 '�� �7��+�� .�-�� ��� ���

�� "���� "�R� ���� .�)<� �0�3 ���& %&�� .������� %3 *�& %&�� .�2��� ���(� �.�2�

���� �7��+�� .�-��Andzulis, Rangopulor, & Rapp, 2012) .( .�-�� ��� :�)�& ���

4'��� :���� %3 ��� Y�9- %3 "�)���&�� "����<��� � �<��� :�)�& � "2��� ���& %3 �/��� �7��+��

:)��Y�9)�� �'/ ��� "�3���� ++��� *��9�� ^��� ��� "�- . .�-��� +�&�� ��(� ��3 %��&����

Page 47: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

32

"�3���� ��� ����+� ��&�(� ��� ^J(� .�2��� 5 �� ���� Y�9- %3 .�2��� %3 �7��+��

(Trainor, Andzulis, Rapp, & Angihotri, 2014) . ��� �7��+�� .�-�� ��� +�&��

%�� ��� ����(� � "�� : (Helgesen, & Nesset, 2007; Trainor, Andzulis, Rapp,

& Angihotri, 2014)

)1.5.2.2 :( ������� �>�(Customer Satisfaction)

�7��+�� ��� �/�������� �$ "��J�� *��� " &���� "��) �� ���� �� X&���� X&���

%&�� "�J����&��-�& 5 ��)&� �',3 ��� ������#� �Q ������ �7��+�� ��3 .��-�&�� � *-� �

�'E� ��� ������#� ������ �7��+�� ��3 .��-�&�� :3��� � �'E� ��+ ���� ��3 .��-�&�� ��

���� " �� ��#� ������ �7��+�� ")kotler, & Armstrong, 2010( "��� �/ �#�� ���

�7�0� "�� &�(�� �7��+�� (W/ .� �� :�)�& %3 "2��� a� � ��� ���& �/� ��������� �7��+�� "

"2��� .� &�� .��J ��� ����� %3 �/��&�� %&�� �0&��W� ) ����-� �%������ �%�����

2011.( �0&��$ %&�� .�<��&�� *�J � �#�� .������ � ������ .����&� : �3�3

��6���(Maloney,2003) *����� �&� %&�� "�J��� X&��� ���J&�� �� �#��� a��&(� ��R�

"2��� � �0��� . ��$ ��(Vavra, 1997) ��J ��� c-��&�� ���)&� %<9���� ���+�� "�� &�� ��R�

"���)&��� �&��-�&� "�J��� X&��� �� ���+�� ")��� . �����(Zhong, Han, & Gao, 2008)

%/� ��0&� ��&��� �0&��Q :�)�& %3 "2��� a� �� " �&� �7��+�� "�#�� ����� "��� ��R�

�0� "�)�� .��J�� �� �7��+�� *�- � .���&��� .��-�&�� . �& %&�� .�<��&�� ��� ���&�(���

�� ��� � %���9 8����� (E �/ � X&��� �$ "�J�� �� �#�� ��3 1��$ �/�' "�J�� �$ X&�

Page 48: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

33

�7��+�� ��� �+��� .�2���3 ����)& ����� X&��� �$ "�J�� 1'0� (� ���� 1��� 4'���

�0&�J �$ �0 &� %)�& �# � "���� " � ��E ���& �0&��J � ����<&����) %������ %�����

�1��-�2011 .( ��$�(Kuusik, 2007)# ��� ")�H� "-�� P���/ �E ��07(�� �7��+�� �

"2��� �� �#�� ���� ����� ��'��� �7��+��� ������ �7��+ ������ ��#��� �7��+��3

.� &� �� �#�� ���� ����� ��'��� �7��+�� ��3 %��&���� �^J$ .�2� ��� ��0 �&�

��<�� �0�� & *�� 8���� � �� ��� ��$ ��J,� ���)� I�� "2��� .��J�"2��� 5 "�.

)2.5.2.2 :( ������� ���(Customer Loyalty)

��H����� �3�(Chein, & Ching, 2007) %3 "�J��� X&��� �� ��� &� d���� ��+&�(� ����

"2��� 8<� � *�)&��� . �3� ��(Srinvasan, Anderson, & Pannovolu. 2002) ����

� .� &� �� 1� & %�� �� I-� X&��� 8<� �� .���� ��& ��� 4�W� 4'��� ��0&��J� "2��

.-��� � 5 �2&�� .��H *��� "�J��� . F� �)3��(Ganesh, Arnold, Reynolds, 2000)

I-��� ����&�� �� 5 .��J��� .� &��� �7��+�� �� ��& " � �/ �7��+�� (� ��3

��� "2��� 1� & %�� �(�"�� &�� �0& . ���& %&�� %/ �7��+��� "2��� ��� "-���� "���� ���

S��� �7��+�� ���&�� "�)��� ��0&�� � �7��+�� "�J ���&� �� � (��� :�)�& %3 ��(� ����

(���� �#�� :�)�& %3 S����(Helgesen, & Nesset, 2007) . .� ���� 8�)� (��� �� ���

� ���� ( ���� ��& ��3 �"2��� .��J� .� &+)�)��� (��� ��� % (��� ���� �"2���

I7�+�� .2��� (��� � Y���� "��� ����& ����� �'�") : �1�/+2014(

Page 49: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

34

� %)�)��� (��� : ��& *�J � � &&� "2��� .��J� .� &� �� "�Q �/

�07��.

� ����� (��� :�� �/ ( ��� "���� .��J� .� &� ��� �7��+�� "�<&�� "�Q

�0� "����$ " � *H& ( "�J�� �� X&��� �� ��� ����� ���)�.

� I7�+�� (��� : �"2��� .��J� .� &� �� %3 ���+�� "���- "�Q %3 *H&��

"��& *7��� �� � ���� " �&� ���� .����� ��)� �����.

� (��� ��� : ��� "�Q ���� ���&�� "�J�� �� X&��� ���+�� �� ��� %3 *H&��

"�J��� X&���.

Page 50: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

35

)3.2 :( "6�� �� � ����� )1.3.2 :( "#��&�� � �����

" ���) : 83���2011(���$� -� 8 " : 4'� �������� ;����� �!� �#�&� �� "����� ��� ���� �&����� "�#� �� �>���"����� "#$��%"

�#� "����&�� "�J�� ��� � "��9��� "�� �� � �& ��� "-���� ��� I�&�� ��� "����� 1'/ .3�/"��J�� "����� .��� �� %3 ������ .������ "��9 . �9���� :��� "�� � S�� "����� .���

��� %3 "��J& �0���� ��� "�� � �"����� ��� "�� ������� .��� . "����� "��� .���&� �)205 (%7���(� *���&�� "���� "���&�� . "�7���E "�(� �' H$ �� � ��� "����� .���&�

������ .������� "��J�� "����� .��� �� %3 �/�# ��� "��9��� "�� �� � �&�.

)2.3.2 :("#�$�%� � �����

" ��� :(Jayachandran, etal., 2005) ،���$� -� :“ The Role of Relationship

Information Processes and Technology Use in Customer Relationship

Management”

"��2�&�� "���&��� .�-����� .������ 8��)� "����� 1'/ .3�/ ���K "�/(� "L��� ���& %&��� �� �� S�#3 ��7��+�� .�-��&���� ����� %3 %��& (� *���&�� .���� ��J&�& %&�� "�)�&��

�7��+�� .�-�� ��� :�)�& . .��(��� %3 "<�&J .����� %3 *�& .��� � "����� 5& ���&� %��&��(� ������ "�<&�0�� .������ ���J&��� .���) � R� 6����� ��- 6�� �"���(� ���&��

��& "��� ��� � "�(1105).����� P�& %3 �7��+�� .��J� .������� :���&�� �� ��� � . ��� ���+�� ��� +�&�� 4��(� ��2���� ���+��� � �&�� �HR& �� � ��� "����� .���&� ���� �� �� ��7��+�� .�-�� ��� ��� .�-����� .������ �HR& �� �� �.�-����� .������

9������ HW�� �� �����& ��� ���� .�-����� .������ ��� �7��+�� .�-�� ���� %3 "�J&��� �7��+�� .�-��.

Page 51: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

36

" ���: (Stageman, 2011)���$� -� 8: Consulting Social Media in The "

College Transition Process: Experiential Accounts of the Class of 2014"

1'/ .3�/ "����� ��E��� I�&�� ����& 4'�� ���� %��& (� *���&�� .���� %3 ���

5 .�-������$ "������ "����E���J&���"��9�� � 5 *���&�� %��& (� *���&�� .����

%3 6����� ��J&�� �"�� �� 1'/ "�����+��&�� .��� � .���)�� � 6�� .� $ .���)�� 5

� ��J����7��� �� .� "��J�� �#�$ ��J&��+��&�� .��� 6�� � 6����� ���&��

)12 ( *� Y�9&Y�9& ��� *�� I�R&& � )5;10 (������.��� �� "��9 � .���&�

1'/ "����� ��� �E %��& (� *���&�� .���� ���J&�� (HW&��� *��� %3 �� ���9 ���&�� �

5 ���- .�-�� ��� ��� ����& �0����"��9���������� "23�����*��9�� ^��� ��� �0��� P�'�� �

"����� ����$ 5 �0�<2�� "�� �� ��� "-���� %��& (� *���&�� .���� ++�&.

" ��� :(Askool, & Nakata, 2011)8���$� -� : A Conceptual Model For " Acceptance of Social CRM Systems on A Scoping Study"

"����� 1'/ .3�/ I�&�� ��E��� �HW�� *����� ��� %3 .������ ��3K� ���E ��&��

"������� %3 "�3��� "������ Y�9- %3 "���& (� �7��+�� .�-�� .�$ 6����� ^.���) �Q

7��+�� .�-�� ���E ��- �� 5 "�� �/��� ��� 6�� �"������� P����� %3 �)4( ^ $ �� �

5 .���))7 (*� �� 8<� %3 �����&��. .���&�"�������E �E ��2� �7��+�� .�-�� ���E

�7��+�� .�-�� ���E ��2� � *#3$ "���& (�4���)&�� �7��+�� ��� �"������� I���� %3 5�&��

� �'/ ���#<� �����& (�I���� 5 .�-���� � Y���� "������ *���&�� "��0�� " �&�

����&�����/� &(�� .

Page 52: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

37

" ���: .(O'Brien, 2011) -����$� : "The Emergence of The Social Media

Empowered consumer "

"����� 1'/ .3�/�HR& ^� ��� I�&��.�-�� ���E ��� %��& (� *���&�� .���� �7��+��

"����)&������� :���&�� ��/�< "������� .����� %3 . 6����&��� 6����� ��- "<�&J ���

5 � ����&�.���������&�� ��� .���� � : � E ����� "����.���)���&J�� 5 ����0��

�����(��%3*� �� �'/ � "���H�� "������� ��� +��&�� .��� � "���&��� P�0&�)7 (

.��� ."����� 1'/ .���& �-���E ( " �&� ��� *��� .�L& �- *��K� �E .���� ���J&�

%��& (� *���&��� ���� .�-���� *���& *�0�& %3 ���� ��� .������ 1'/ ���&�� "2���

"���� %3 ��7�3 H�$ �0���� ��7��+�� ���&�� 6�� � ���+�������0��� "23����� ���+�� 5 "-�.

" ��� :Anshari, Amunawer, & Low, 2012)(8���$� -� : "CRM 2:0 With In

E-Health Systems: Towards Achieving Health Literacy & Customer

Satisfaction"

"3�� "����� 1'/ .3�/ H$ %3 "���& (� �7��+�� .�-�� ���E "����� "����� X0� ����

�� +�+�&�����c��� "����� � "�J�� �� �/�# ����&� "�����. � R� ��H����� ��- 6��

� "���& "����� "��� .��� 6�� 4���� %3 "����� .�������� .��<�&��� �# ��� ]�

)366 (%�� I2�� c� .����� "����Q �E "����� 1'/ .���& �-� �E ��� ��)<&� ��

"���&��(� "���� "2�$ � + �/ .�&�(� �� %��& (� ������ "���& (� .�������

c��� "����� .������ ��E *����� .���)&�� 1'/ ���J&�� ���K���� � .���&�(� P�'��

�-�9�� 1'/ �� "��9�� .������.

Page 53: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

38

" ���:Nadeem, 2012) (���$� -� 8 :"Social Customer Relationship

Management (SCRM): How Connecting Social Analytics to Business

Analytics Enhances Customer Care and Loyalty?"

.3�/ %3 %��& (� *���&�� .���� ���J&�� �� " &���� �7��<�� ��� I�&�� ��E "����� 1'/

�& cL�� ��7��+�� "�J +�+�& �0& $ .���)� .���9&��� 6����� ���&�� "����� I��/$ :�)

"�� . $ 6�� ����&�� .��(��� %3 ��Jo ��H���� ^J$ .���� .���W)Bain ( .���)

5)3000 ( ^ $ �� �"���� �7��+ � ���+)Barey ( ��� "�7��)&�� .����)1056 ( ���+

� .� $� �"<�&J .���9-� .���� ��� ^J$ "��)351 ( ��� "��� "���� �*��K� *� �

"��)8����� ����$ .( (� ++�& "���& (� �7��+�� .�-�� ���E �E ��E 6����� *��&�

�0� *��K� *� *�- � ��� ��&/� �� � ���� � ���� "�J ���&� �7��+�� . "����� .���&

(� *���&�� .���� �E ��E S�#�$ (��� :�)�& %��&���� �7��+�� "�J %3 �+� ��� ���& %��& .

" ���: (Anshari, Munawar, & Patrick, 2012) ���$� -� 8"Customer

Empowerment In Healthcare Organization Through CRM 2:0 Survey

Results From Brunei Taking A Future Path In E-Health Research" "���& (� �7��+�� .�-�� ���E *�J�E "��� �R�� �#�� .��-�& "3�� "����� 1'/ .3�/

"����� +��� .��<�&���� "����� .���W�� %3"����� . .��<�&��� � "����� 5& ���&

�� "��� %3 "����� +������+�& �&� "���&�� ����R� ��H����� ��- 6�� �4�� "����� "��� ��� �0�

� "���&��)366 ( �# � I2�� c�<2��%"����� +���� ..���&�1'/ "�����

��� "��J�� .������ ��� �9���� ���#<� �#�� �E��0&��� �#�� :<&�� .������ �E ���

"���� ��2� � + ������ �E ��� %��& (� ������ "���& (����&��(�".

Page 54: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

39

" ���:( Galib, 2013) ���$� -� 8: "Elucidating social customer behavior

through the social behavioral model: An empirical investigation in social CRM

1'/ .3�/ ������& (� �7��+�� P���� �0<� �/�- ��� HW& %&�� *����� ����& :�9 ��

� "������"���& (� �7��+�� .�-�� ���E X�� %3 "���& ( %3 )�L��� ���;���&�� .��(���.(

%��&��(� ������ .�&�(� �� .�����&�� *��,� 6����� ��- "����� I��/$ :�)�& * � ��

�/��) "�7���� "��� ��� %��& (� *���&�� .�����)305 .(� ��E "����� 1'/ .���& �-� �7��+�

�/3�& %&�� Z7��J�� P�'�� �"H����� .���)&��� 5&&�� * � � %��& (� *���&�� .���� ���J&��

.�-�� ���K �7��+�� ���J&�� %3 ����� ��� ���& "���� 9�J��� ����J&�(�� *�J��� "��0��

"���& (� �7��+�� .

" ���: (Dutot, 2013)8���$� -� : "A new Strategy For Customer Engagement:

How Do French"

*���&� ����&� "����� 1'/ .3�/ "���& (� �7��+�� .�-�� ���E �0��J&�� "����E� ����& %3

�7��+�� 5 .�-�������%��& (� *���&�� .���� ���J&� . "����� I��/$ :�)�&�� 6����� ��-

=��+ *���& � ,� � *��� �/� � .���) *�J � ��) 40 ("���3 "�� .���9- %3 *�&

"<�&J "�� &� "�����"���& (� �7��+�� .�-�� ���E *�� �7��+�� .���& ��� %� ]�� �

.����� 1'/ �7��+ � "�7���� "��� ��� ]� *�J � ."����� 1'/ .���& �-���� �2� �E

^���� "���<�� .����� �"���& (� �7��+�� .�-�� ���E ��2� ��&��� �<&� ��&/� P���/�

"���& (� �7��+�� .�-�� ���E ��2� ���J&�� * � � "���<�� .����� �7��+ � "���� "�Q�

�0� �0&���& ���E� "���� 5 *���&�� %3 .

Page 55: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

40

" ���: ,( Ajmera , etal., 2013 ) ���$� -�: " A CRM System For Social Media" ���& ��E "����� 1'/ .3�/ 4E"2� .������ �� & ��� � *��� �$ ��� ���� 5�&&�

�3 "��& �� "����� 5� �&� �%��& (� *���&�� .���� �� �7��+�� .(��&� ����0 . 6�� ��-

.�H��� � ,� 6������� ���J&�� P�� 8�<�� �� ���� .�H����� �(10385) �"H��� "3�#K��

��E .L�� .����)63593 ( .�-�� ���E .���- � ���- �/��&��� ��#�$ P�� 8�<�� �� "���

"���& (� �7��+�� . "���& (� �7��+�� .�-�� ���E ��2� ��&�� �E ��E "����� 1'/ .���&�

4�W����E� �&� �7��+�� 5 *���&�� *�0�& .��� ����$ 5 �7��+�� "��& �� "����� 5

.������ "���� �07����I�&���S��� �0� ���� I����� ������ ��� .

" ���: (Wang, Dugan, & Sujka, 2013)،ان�)! B 3 : "CRM Systems with Social

Networks Capabilities: The Value of Incorporating A CRM 2:0 Systems In Sales/Marketing Education"

����� 1'/ .3�/ 8��)� " �HR& ^�'�<�& "���& (� �7��+�� .�-�� ���E .��� �� %3"���(� .

"�� � "����� 5& ���& 9���� �L�� "���� (Public Midwestern University) 2B

�ة، H!<7)ت ا�GE6 ا������ ��- 6������,��&�� �/��� [������ "����� "��� ��� �0��+�&� "��) 43 (

� ���9 *��.������� :���&�� ��)� "<�&J"�وXFTE1 ا��را�� إ�W إن ا�H7 �DFA)و�Eن . %3 �� �

Y"�0 د&��� %3 "���& (� �7��+�� .�-�� ���E�"��� �� ��2� �E "��9�� �)&��� .�-�� ���E

��� %��& (� �7��+���"��9�� "����&�� %������ ++�� %3 �������� � � +�<�&� .(��&(�

"�����.

Page 56: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

41

" ���:( Clark & Melancon,2013) ، ���$� -� "The Influence of Social Media

Investment on Relation Outcomes :A Relationship marketing perspective" H$ 8��)� "����� 1'/ .3�/ ��� %3 %��& (� *���&�� .���� 5 .�-�����7��+�� "����E�

�0��� "23���� �/'�<� ��&J�� "-���� �H&�� � + � %��& (� *���&�� .���� .�J&�� 6�� �

(���� �#�� ��� . ���&�� .��(��� %3 �3�� "� :�9 �� Y�9&�� � ,� ��H����� ��-

"���(�(Regional Magazine) � "����� "��� .���& 6�� �) 144 ( �7��+ � ���+

"<�&J "���$ .���� .���&� :)�& %��& (� *���&�� .���� �E ��E "����� .���& �-� �

�7��+�� �# .���&� 53&� �"-���� ��� %3 ��� .���& :)�&� "-���� �H&�� %3 "����

����� P�'�� � (����"2��� �� %�� �(� ����� *-��& %��&���� %�� �(�.

" ���:( Galib, 2013) ���$� -� 8: "Elucidating social customer behavior

through the social behavioral model: An empirical investigation in social CRM

1'/ .3�/ ������& (� �7��+�� P���� �0<� �� �/�- ��� HW& %&�� *����� ����& :�9

"���& (� �7��+�� .�-�� ���E X�� %3 "���& (� "������. ��- "����� I��/$ :�)�& * � ��

6����� .������ ��� ��&�(�� "���&�� ���&� �0����� ")����� %��&��(� ������ .�&�(� ��

�� %��& (� *���&�� .�����"�7���� "��� � ��� %3 "<�&J .���9- %3 *�& .��� �7��+ �

�L���;.��(���"����� "��� .L�� 6�� ���&�� ) 305 .( �7��+�� ��E "����� 1'/ .���& �-�

�/3�& %&�� Z7��J�� P�'�� �"H����� .���)&��� 5&&�� * � � %��& (� *���&�� .���� ���J&��

�(�� *�J��� "��0�� .�-�� ���K �7��+�� ���J&�� %3 ����� ��� ���& "���� 9�J��� ����J&

"���& (� �7��+�� .

Page 57: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

42

3 B !(�ان ،(Rocha ,etal., 2013) :درا:�: "An Exploratory Study on the Use

Social Networks In Building Customer Relationship"

"����E *���&� "����� 1'/ .3�/ ^���� "���+���� .����� ���J&�� %3 "���& (� .������

:�)�& �7��+�� 5 �+�& .�-��. "H�H ��� "��� .���� *�� ��� "����� � ,� 6����� ��-�

���&��K� .����� Y�9-� =������ .��� Y�9- %/ "<�&J .���9-" "���9�� .��� Y�9-�

,� 6����� ��- 6�� ��������'�<�&�� ���� 5 .���) �� %3 ���&J��� �:���&�� ��� �

.����� 1'/ %3 �7��+�� .�-�� ���E .���� 1'/ .���& �-� �E "� .����&��(�� =������ .���

����� "���9��� .��J��� .������ ���)&� "�- ���- �/��&��� "���& (� .������ ��J&�&�7��+��.

���": ,(Choudhyry, & Harrigan, 2014) ���$� -� :"CRM to social CRM: the

integration of new technologies into customer relationship management" . :���&�� .��2� %9L� "���& (� �7��+�� .�-�� ���K ='�� 5#� ��E "����� 1'/ .3�/

��� ��0< "��� ������� �7��+�� .�-�� ���E ��$� ��7��+��� ��-���� ��� "�����&�� "-�

"���& (� . +�� %3 :���&�� �� ����� :���&�� ��� ���'�<�&�� ���� "����� 1'/ .��

� "����� "��� .���& 6�� "���7 "���$)1000 (%��&��(� ����� �� �0���� �& .����&�� .

��� .���&� H� �� �� ��7��+�� .�-�� ���� �� ����& ��� �7��+��� � �&�� H$ �� � ��� "��

�� �����& ��� %3 ��7��+�� .�-�� ��� ��� .�-����� .������ .����� ��� �7��+�� .�-�� ����

�7��+�� .�-�� ��� ��� �7��+�� P��� H� 4� ���&� �� .

Page 58: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

43

" ��� :(Harrigan, & Miles, 2014)���$� -� 8 :“From E-CRM to S-CRM:

Critical Factors Underpinning The Social CRM Activities of SMEs”

*����� �� I���� "����� 1'/ .3�/�HW�� "9��� �0��� ��)& %&�� �7��+�� .�-�� ����

"���& (� .9��&��� ��L��� .����� � "����� 5& ���&�"���� %3 ; 6�� ����&�� "����

� "��� "��� ��� %��&��(� ����� ���J&��� Y�9&�� � � �&(165) %<2� � I2�

.����� . .���� � "���� "�� ��J&�& "9��&��� ��L��� .����� �� ��� X7�&��� .���&�

"���� ������� �%��& (� *���&��(%65) &��&� �(%55)�� � :�(%50) P����3� �(%44) �

���&��(%41) *�)��� I&�0�� .�)��9& �(%24) ��)& *��� "��� �� � %����� *���&�� I��� �

"���& (� �7��+�� .�-�� ���� "9�� �0���.

" ���: (Almunawer, & Anshari, 2014)���$� -� 8:" Empowering customers in

electronic health (e-health)through Social Customer Relationship

Management”

*�J � "���&��(� "����� "����� .��J ��� *����� � �7��+�� ���&� "����� 1'/ .3�/

"���& (� �7��+�� .�-�� ���E ���J&�� . ����R� ")����� .������ ��� ��&�(��� 6����� ��-

��� ���+�&� ��-� �����&�� �7��+� %<2�"����� "����� +��� .�������� ^���� .��<�&��� %3

4���� 6�� �/��� ���)366 ("���&��%7���K� *���&�� "���� . ���E �E "����� 1'/ .���&�

5 c���� "����� "��W��� c��� ��� "-���� ='�� ��� ��)& "���& (� �7��+�� .�-��

�'/ ��� ���Jb� .������ *����� "����E ��E "3�#K�� �#�� �+�& "�J ��)� ��2���

"��9�� "��W��� ")H��� (��� :�J� �"��0�� .

Page 59: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

44

" ��� :(Rodriguez, etal., 2014)���$� -� 8 ::CRM/ Social Media Technology Impact on Customer Process and Organization Sales Performance”

*�J � ���+��� � �&�� �� *���&� "����� 1'/ .3�/ �� ����& X� �7��+�� .�-�� ����

.������ ��� :�)�& %3 %��& (� *���&�� .�����. %3 "����� .����� � .������ 5& ���&

6����� ��-� ����&�� .��(��� � ,���� Y�9&�� "��� "���&��� "����� �(1, 966) � ��

%3 .������ ��*�J � P�'� �.�����%��&��(� ����� �� �0� ����� �& 9�� ..���&�

1'/HW& %��& (� *���&�� .����� �7��+�� .�-�� ���� �� ��� "����� *��� ��� %�� �E � �&��

HW& �/��� %&��� ��7��+������� �E .������ ��� ��� .

" ��� :(Trainor, etal., 2014)���$� -� 8 :“Social media Technology Usage and

Customer Relationship Performance: A Capabilities-Based Examination of

Social CRM”

�7��+�� .�-�� ����� %��& (� *���&�� .���� ���J&�� I���&�( "����� 1'/ .3�/

��� ���+�� ��� �+�&���7��+�� .�-�� ��� :�)�&� "���& (� �7��+�� .�-�� ���� .��- .

6�� �"���(� ���&�� .��(��� %3 "<�&J .����� %3 *�& .��� � "����� 5& ���&�

"����� "��� .L��(1200) Y�� � .����� �� ��� � �� (B2B) �(B2C) . .���&�

"-���� �� ��� "����� *� .��� %3 ���+�� ��� +�&�� 4��(� ��2��� ���(B2C) ��$ �

(B2B) 4��(� ��2��� ��� "��� �� "-�� P���/� �"���& (� �7��+�� .�-�� ���� .��- 5

%��& (� *���&�� .���� �� ����&� ���+�� ��� +�&������ .��-� �7��+�� .�-��

� �� "-��� �"���& (��7��+�� .�-�� ��� ��� %��& (� *���&�� .���� .��)� "�� .

Page 60: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

45

) 3.3.2 :(�� "6�� �� � ����� �� " ����� 301 �#�#

1. %3 v���� ��/ Y�#� *���&& "����� "��� �0��� ")����� .������ �� "����� 1'/ +�&&

���J&�� ��� �&��� ������ �����&��.�&�(�� .

2. �� 1'/ �&�& +�&& %&��� �%-���� .��� � ��� � ��� "���� " ���� � �0&�/$ "���

P�'� �&� ��&��� W��&��� ����9�� ��� +��&�� "<��3 %��& � ���9&� �� %-���� � �&���

�7��+�� .�-�� ���E� �%��& (� *���&�� .���� .��- ���J&���.

3. � "<�&J .�7�� ")����� .������ .����& ���� %3 "��J�� .��� ��� "����� 1'/ .&/� ���

Z��J�� � � ����%/ "��/(� ��� "�� � ��(� "�� � 9���� :��� "�� . ���

�E ��� %��& (� *���&�� .���� �E���& "�� �� "-�� +�+�&� ��9& %3 ���� ���

]����� *����� .�L&�� � �'E ��0&��9� .

Page 61: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

46

��/��!�� ��+?+

�����T�� "6#�(��

)3 + 1 :("++++++++��6���

)3 + 2 :(" ����� U*$�

)3 + 3 :(�*�$#�� " ����� =����

)3 + 4 :(" ����� "$#� ����% "#���9�#��� E������

)3 + 5 :(���'&��� 4'� ���-�� ������ " ����� ����

)3 + 6 :("���� ��� "#���-T� "���&���

)3 + 7 :(�*���!� " ����� ��� 5��

Page 62: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

47

)3 . 1 :("++++++++��6���

���� ��E "������ "����� .3�/ H$ ��7��+�� .�-�� ���E ��$ %3 %��& (� *���&�� .����

�"��J�� "����� .��� �� "��9 2� "0 � � "����� "��� �#F&� %��F��� *�<�� ��3 �����

"� 0� "F��� ��F3K "�3�L���� .��L&�� I��� �0&���� �"��&�� "����� �"F����� .���$�

.������ ��� *����� ���� �"������ :�� Z�3 P�'�� "�J&��� "�7���K� .� ������

�0&��H� "����� ���$.

)3 . 2 :(" ����� U*$�

"��� "������ "����� ��& "�����& "�<��� ��E Y� ��� 42��� ��q� ]� �#&� 4'���

�9K� ���� "����� .������� ������ 5 ���42��� 5F � ���)�� *�J � �%������ 6�����

*���&�� ���� %3 "����� I��/$ :�)�&� "7��� .������� .�������.

)3 . 3 :(�*�$#�� " ����� =����

�را�� "# آ)�DF_ �B ا�J)"()ت ا\رد��K ا��T(R وا�>!>^J$ �F)"(� ا��8ق ا\و�] E;!7ن "Z<!J ا�

Za7زE!$ bac(Dم ا�(+ b�c ،��FهGن ا(<I �)"(?اء و��Gت، ) 400(و?)"(� ا(a)"(Jا� �aDF_ WaFI �K(D!a�ا

�!K(D)ت ا�>�!�دة Gد ا�I XK(وآ)375 (�K(D!��ل S�FH!F� >H�(T اfcG)�2 ا)<$ ،)125 ( Sa;� �K(D!a� ا

XKE;1 ���(P3ا� �� .ا�!K(D)ت) 375(?)"(�، و$)�!)�B 2)ن �3�I ا��را

Page 63: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

48

)3 + 4 :(" ����� "$#� ����% "#���9�#��� E������

*���FF �� ]FF#�&)3;1(�) 3;2(�) 3;3(�) 3;4(�) 3;5(�) 3;6(�) 3;7( � )3;8(

"����� "��� ��3� "�3�L���� Z7��J��)w8� �� "���� w���9�� w���� X�F����� w%F�����

w"�� ��� :��&�(� d��&� w"�� ���"������ .(

*�� �� ]#�� 'E)3;1 ( �$60.3% �&��F� �F� ���'�� � �/ "����� "��� ��3$ �

39.7%6��K� � �/ .

*�� ��)3;1(

8� �� �L& ��� "����� "��� ��3$ 5�+�& ]#��

(%) >�7Egا��D�3 ا� ا�!;�ار ا��gQ ا�>! ��

ا�j3J 60.3 226 ذآEر 39.7 149 إK)ث

100 375 ا�>E<Jع

*�� ��� "#���� X7�&��� .��� �)3 ��9�� "��� �L&� :��&� ��)3;2 ( �$80.8% �F

�&��� �� ���Q<&�� � �/ "����� "��� ��3$19.2%��<2��� � �/ .

*�� ��)3;2(

�� "��� ��3$ 5�+�& ]#�� ���9�� "��� �L& ��� "���

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

c)�� ا��Q!" 303 80.8 m�(Aغ:nE" 72 19.2

100 375 ا�>E<Jع

Page 64: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

49

*�� �� X7�&� .��� �)3 ���� �L&� "�������)3;3( �$ 95.7% a��&& � �/ "����� "��� ��3$ �

��� �/��$18 ��E 24 �"�� �$�4.3% � �/��$ a��&& � �/ "����� "��� ��3$ � 25 ��E 34"�� .

*�� ��)3;3(

��� �L& ��� "����� "��� ��3$ 5�+�& ]#��

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

#"18�3� – 24 �3� 359 95.7 #"25�3� – 34 �3� 16 4.3

#"35�3� – 44 �3� - - ا�(>�

�B �3&آ^� 45 - -

100 375 ا�>E<Jع

%����� X����� �L&� :��&� � ��� *�� ��� ]#� �/ ��� )3;4 ( �$ ���& �)3

88.8 % �$� �8��������� X���� ��)�&��� � �/ "����� "��� ��3$ �11.2 % "��� ��3� �

�&� ��� X���� ��)�&��� � �/ "�����.

�� *�� )3;4(

%����� X����� �L& ��� "����� "��� ��3$ 5�+�& ]#��

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

ا�Y"(K�D ا��را�E�(;$ 333 88.8 2رE7س��!�?(" 42 11.2

100 375 ا�>E<Jع

"�� �� �L&� :��&� ��� *�� ��� ]#� �/ ��� )3;5 ( �$ ���& �)333.3 % �

�$� �9���� :��� "�� � ��)�&��� � �/ "����� "��� ��3$33.3 % �/ "����� "��� ��3� �

Page 65: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

50

�$ X7�&��� .02$ �S��J$� � ��(� "�� � ��)�&��� �33.3 % � �/ "����� "��� ��3$ �

"��/�� ��� "�� � ��)�&���.

*�� ��)3;5( � "��� ��3$ 5�+�& ]#�� �L& ��� "����"�� ��

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

[� 33.3 125 ا��8ق ا\و��اءG33.3 125 ا �)"(Jا�

��Fن ا\ه(<I 125 33.3

100 375 ا�>E<Jع

d��& �L&� "�������:��&�(� *�� ��� ]#� �/ ��� "�� ��� )3;6 ( �$ ���& �)351.5% �

�� ��3$ ����� � *��� *�<��� ��)�&��� � �/ "����� "�2013 ;2014 �$� �19.2% "����� "��� ��3� �

����� � %��H�� *�<��� ��)�&��� � �/2013 ;2014 ��)�&��� � "����� "��� ��3� "��� �$ X7�&��� .��� �� �

����� � *��� *�<���2014 – 2015 %/ 15.5% � �$�13.9% ��)�&��� � �/ "����� "��� ��3� �

���� � %��H�� *�<���2014 – 2015.

*�� ��)3;6( "�� ��� :��&�(� d��& �L& ��� "����� "��� ��3$ 5�+�& ]#��

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

2K(^ا� SfQ51.5 193 2015 - 2014ا�

fQا\ول ا� S2014 - 2015 72 19.2

2K(^ا� SfQ15.5 58 2014 - 2013ا� �Gا p7(�!1)ر"(J�($ ق(H

13.9 52 2014 - 2013ا�SfQ ا\ول

100 375 ا�>E<Jع

*�� ��3 �"����� �L&� 9�&� ��)3;7 ( "��� ��3� "��7�� "������ ����� ]#��

"��� *� � �0�3 ������� "����� .

Page 66: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

51

�ول J7- 3(ا�( "! �� ا�;�3�I m�c��F ا��را�� Z أ�Bاد E1 qrE7ز7

(%) ا��D�3 ا�>�7Eg ا�!;�ار ا��gQ ا�>! ��

12.8 48 اtداب وا�(EFم

- - ا�EMHق

48.8 183 ا\I>)ل E�E3;1 68 18.1?�) ا�>(EF")ت

�7E$�!م ا�EF)ا� - -

*�<f!وا�(>)رة وا� ���3P20.3 76 ا�

- - اIu'م

��F;ا�

����fا� - -

100 375 ا�>E<Jع

)3 + 5 :(���'&��� 4'� ���-�� ������ " ����� ����

�/� �.������ 5 � ������$ ���� ���J&�� ��E 6����� R � "����� I��/$ :�)�&�:

"#�$�!�� ������� .������� ��� ��E "����� 42��� �9K� " ��� %3 6����� � �& 6�� �

���H�� .(�)��� .������� �"-���� .�' "��� ��� "����� 5 ���� �&��� %3 *H&& %&��� "�

5-�� %3 "���9��� 6����� �"����� Y�#� .����& %&�� ")����� .������� 6������ ���)&���

"<�&J�� .�&�(� .����� � ��� � 6����� I�/ ���� "����H�� �"����� %3 I�&�� ��� 8���

"����� :9��� %3 "����� "��&� �.������ P�'�� 'J$ ��� ��& �� Jo .�� &��� %&�� .H��

"������ "����� .���#� %3.

Page 67: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

52

"#��%� ������� .������� 5 ��E � ��� �& "����� Y�#�� "�����&�� ���� �� " ���� �

���� ��- %&�� "���&�(� *�J � "����� �/��9&� 6����R� ��� ��� .�� %&��� �"����� "���7

�&� ��0��� "�� K�� ��H����� ��- %&��� ��0&�7�$� "����� I��/$ .��� .������ ����J&�� 8��)

%��J�� .���Likert Scale"���� "�/$ "�� E *� .'J$ 6��� � . ���J&�� �& *���&�� c�Q��

%7���K� X�����SPSS Ver.21 ���� *���& X����Amos Ver.21

�0���� "���&�K� .�#&�%����%/ � �+ $ "H�H � :

��%� ����� : *�J � "����� "��� ��3� "�3�L���� Z7��J��� Z�J�� + ��)7 (

%/� .��L&)w8� �� "���� w���9�� w���� X������ w%����� w"�� ���&�(� d��&� :��

w"�� ���"������ ( ��� "����� ��3$ "�� &�( .���)�� c�� � E� "����� "��� I�� cL�

"�3�L���� Z7��J�� �# %3 "����� Y�#� .��L&��.

������$�!�� :�#& 8��) � ��7��+��� � �&���� �����&�� ��7��+�� .�-�� ���E %3 "�J&���

4��K� ��2��������+�� ��� +�&�� �� *� .���� ��� �0&�)3 ��9& %3 6����� �&��:

(Reinhold, & Alt, 2009; Henning-Thurau, etal., 2010; Wiliams, & Chinn, 2010;

Gummerus, Lijander, Wemen, & Pihlstrom, 2012; Tseng, & Su, 2013; Kabadyi,

& Price, 2014; Choudhury, & Harrigan, 2014; Trainor, Andulis, Rapp, &

Agnihotri, 2014)

.�#&�)18 (%&b� ����� ��� "�) .�)<�� .���� ��0���)� �)3:

�7��+��� � �&��" �� �����&�� %3 "�J&��� +�&�� 4��K� ��2���

Page 68: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

53

�7��+�� .�-�� ���E ���+�� ���

.�)<�� ��� 4 10 4

.�)<�� ��&& 1 -4 5 - 14 15 - 18

�����/��!�� :�#& 8��) "���& (� �7��+�� .�-�� ���E .��- %/� �"��7 ����$ "H�H

)���+�� *��<& ���E w.������ ��w "�� &�(� ( 6����� �&���.�)3 ��9& %3��� "3��� ��

�"��J�� "����� .��� �� %3 "���� .�-���� �� 5 �07� ,� 6����� ��- .���) ��� ���&�(��

��&�(�� "�� &�(�� ����+�� *��<& ���E ����� ��9& �& ��3� *� .���� ��� :

(Srinivasan, & Moorman, 2005; Wang, & Feng, 2012; Trainor, Andulis, Rapp, &

Agnihotri, 2014).

.�#&�)10 ()3.�%&b� ����� ��� "�) .�)<�� .���� ��0���)� :

.�-�� ���E .��- "���& (� �7��+��

���+�� *��<& ���E "3��� �� "�� &�(�

.�)<�� ��� 3 4 3

.�)<�� ��&& 19-21 22-25 26-28

�����=����� :�#& 8��) �7��+�� .�-�� ��$����������7 /� ��) (� �"��9�� �#

"��9�� ( 6����� �&��� ��9& %3 ��&�(��� *� .���� ��� :(Cronin, Brady, & Huil,

2000; Helegesen, & Nesset, 2007; Blocker, Flint, Myers, & Slater, 2011)

Page 69: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

54

.�#&�)6 ()3.�%&b� ����� ��� "�) .�)<�� .���� ��0���)� :

�7��+�� .�-�� ��$ �7��+�� �# �7��+�� (�

.�)<�� ��� 3 3

.�)<�� ��&& 29-31 32-34

)3 + 6 :("���� ��� "#���-T� "���&���

F� ���(fcu(EFم �w?)$� I# أ��Fg ا��را�� وإD!v)ر J� (P1(�r�B& ا�bc(D إ�W ا��ز"� ا

��I(<!?uاStatistical Package for Social Sciences #7�8)دي وا�(Hار ا��Tuا-SPSS

Ver.21 ا�!)��� ـ m��(� : و+� +)م ا�y�DA!$ >�'v #" bc(D ا\

�3<z!<2، وا�QTEء ا�(fcuا m��(� )(Sekaran & Bougie, 2010 :أ

� �7Eg<ا� m�3ا�!;�ارات وا�Frequencies & Percent 2B ة�7� "=�Uات ا��M)س ا�>(!>�H1 ف�P$

(ً�Bا�|E<7د S�FH!ة ا�>()�37 وا��cو }�(fv S�FH1و �� .ا��را

� ��$(�Hت ا�(A�E!<ا�Arithmetic Mean ىE!�" �7�H!إ� �$(J!��ة ا�>()�37 وا�!�B S�FHاد أcو #I

(P1ا�� !".

� uاف ا�>(�)ريا�HK Standard Deviation �I(D1 �?س در(�M���ة ا�>()�B �37اد !J)$)ت أإcو

S�FH!2وا�$(�Hا� (PA� .I# و

� (ًMBو >$(�!cوا��ي 1* إ ،��"()د�� _Eل ا��gQ وا�!�M$ 2zM1 2)س "�!Eى ا\ه>�� �>! ��ات ا��را

:�F>()د�� ا�!)���

Page 70: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

55

:و$3)ء WFI ذ�� E;7ن

#" �zQR3<1 ا\ه>�� ا� F #" S+2.33 أ

#" �A�E!<2.34 ا\ه>�� ا� F�7( � 3.67

#" �)Q1�<3.68 ا\ه>�� ا�. "��L� 5

"�#&��� �%�(�&�K� ���K� �����$:

� �<�$ y����� *��(Cronbach Alpha) "����� ���$ .��H 8��)�)"���&�(� ( :��&K� ��)�

�0� %�J���� ."���&�(� .�)3 �� .��� K� "�-��� " ��.

� ����&�� �J#& *��(Variance Inflation Factor) a���� ����&�� ��&J��(Tolerance)

9��&� "����& �� � ��� � ��R&��(Multicollinearity)"�)&��� .��L&�� ��� .

� ���&�� ����K� *���&(Multiple Regression Analysis) � "�� H$ � :)�&�� P�'�

���� 5��& �L& ��� "�)&��� .��L&��.

� �� *���& ��(Path Analysis) X��� ���J&��� Amos Ver.21 *)&��� �L&�� �HR& ����&�

9����� �L&�� �� �� 5��&�� ��� "����0�� .(����� ='��� ����� (SEM).

Page 71: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

56

)3 + 7 :(�*���!� " ����� ��� 5��

ا�F&ق ا��8ه4ي) أ

�& c� "���&�(� ��� "�� � ������ .<�R& �)2(�'&��$ � "7�0�� �#�$

"����&�� ����J& ������ ��$� "���&��(� *��(� :����� �-)2(� � E �&� � �+�� �

I'� *���&� �# %3 �"�)�� .��&)�� =J P�'�� ����&�(� %3 ]#� �� "�7�0��� �&��

�- :�����)3.(

A (" ����� 3��� ��!

�J&��� 6����� ��- �<�$ y����� %�J���� :��&(� ��&J� ��)Cronbach Alpha( ^� 8��)� �

����- �� � �Q�� ���� �8��)�� %3 ��� ��� "�7��� *� ��� ��H����� .��� E %3 :���&��

��� *����� �$ (E ����� �Q �0��� *����� � ���� "�)�� %3 8��)��)Alpha ≥ 0.60 ( ��}�

�9&�� "������ %3 S(��) S�$ ��� *��� "�����K�� "���K� ������ "�)�)Sekaran & Bougie,

2010( .*�� ���) 3;8("����� 1'0� .��H�� ���$ X7�&� ���� .

Page 72: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

57

*�� ��)3;8(

"���&�(� ����� %�J���� :��&(� .��H *��)�<�$ y����� 8��)(

�د ا��MQات ا�>! �� تI �<�+ خ(DKآ�و (Qأ�

1 �7��+��� � �&�� 4 0.640

2 �� �����&���7��+�� .�-�� ���E %3 "�J&��� 10 0.863

� 4 0.708�P�� 8�< 1 ـ 2

0.620 3 ����&��� 2 ـ 2

� .�)��9& 3 0.648�I&�0 ���(�* 3 ـ 2

3 �7��+�� ��� +�&�� 4��K� ��2��� 4 0.679

4 ���& (� �7��+�� .�-�� ���E .��-" 10 0.834

�E 3 0.632�� &>��* ��+��� 1 ـ 4

�. 2 ـ 4����� �� 4 0.643

0.672 3 �)�& ��" 3 ـ 4

5 �7��+�� .�-�� ��$ 6 0.676

0.631 3 #� ����9" 1 ـ 5

����9" 2 ـ 5(� 0.616 3

*�� �� ]#�� 'E)3;8 (� .���& %&��� "��7�� "����� .��L&� .��H�� ��- ��)0.640( ��� �7��+��� � �&��

� ����$)0.863 (���$ ��� �7��+�� .�-�� ���E %3 "�J&��� �� �����&�� . .��W *�&� y�����

�<�$Cronbach Alpha) ( :�)�& ��� �0&�)�� *�� .��H *��� "�� ���� "����� ���E 5&& ��� 1��$

F� S�)3� "����� c�Q$ )Sekaran & Bougie, 2010(.

Page 73: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

58

=����� ��?��

�#>�?�� ������� U���$��

)4 + 1 :("++++++++��6���

)4 + 2 :(" ����� �$�#� �#'-�

)4 + 3 :( �#>�� ������ �>����T �$�#��� "���� V�� �#'-�

" �����

)4 + 4 :(" ����� �#>�� ������

Page 74: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

59

)4 + 1 :("++++++++��6���

.�F�L&�� �� "����� "��� ��3$ "�� &�( %7���K� *���&�� X7�&� *�<�� �'/ c�&��

.�9F��&�� *�FJ � �0&��� K "���b� "�7���K� .��W�� c� *�J � �0�3 .�&�� %&��

F�&J� *�<�� *���&� �� �"������ "�/��� "����� .��L& *�� "������ .�3���(�� "������� �

�0� *�� "��J�� "�7���K� .((���� "����� .��#3.

)4 + 2 :(" ����� �$�#� �#'-�

)4 + 2 + 1:( �������� ;����� .�F3���K�� "������� .�9��&�� ���J&�E ��E 6����� R � ��7��+��� � �&�� *���&� I���

*��� ��� ]#� �/ �� ��)<�� "�/$� �"������)4 ; 1( . *��F �� ]#�� 'E)4 ; 1 ( .�F�� E

�� "����� "��� ")��&�� .������ �7��+��� � �&�� "�/R� . �'0� "������� .�9��&�� .���& 6��

��� �L&��)4.584 ; 4.901 ( 1��) %�� 9��&�)4.688 ( 4'�� %��J�� .��� 8��) ���

5<&�� ^�&��� ��E ���� �&�� �7��+��� . 'E �)3 ����� "�&�� %3 . �" A#�#�?)�� "&�����

�� "&����� �*��6� ���� "# #����� U������� ������ ��- ��'� � " [F�� %���� 9��&� )4.901 (

[����� ����� %������ 9��&�� � ���$ �/�)4.688( [F�� 4�F�� I����� �).3240( �F�3 �

Page 75: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

60

�)<�� .���" 4'� ��-��>�� �� �� ����1� "&����� �?)" 9��&� ��J��� "����� "�&�� ���

%����)4.584 ( ���$ �/� [��F���� %F���� %������ 9��&�� �)4.688 ( 4�F�� I�F����

).6480 .( ^�&� �$ ���&� ��� *���� "����� *� .��� �� %3 �7��+��� � �&�� "�/$ "0 � �

S��<& ��� "����� "��� 2�.

�ول? )1 - 4( �A)ت ا��H)$�� وا�HKGاB)ت ا�>(�)ر�7 و"�!Eى E!<أه>�� ا�#�($O�($ >?E!ا�

. �7��+��� � �&�� 9��&��%������

I���(�4�����

"�-“t" �����"�

Sig*

^�&�"�(���

��&& "�/$�)<��

^�&� "�/��

1

�� ��<2� �� "�� �� X����� .��J�� *�� %&�7��

&��"�� �� �0�)& %&�� "���� 4.901 0.324 113.512 0.000 1 ZQ1�"

2

%�����<2� %3 "�� �� *��� �� ��%&�� *�����

%3 �00 ��� X����� .��J�� "�� �� �0�)& %&�� "����&��.

4.629 .6810 46.328 0.000 3 ZQ1�"

3 �� &���<2� *��� "�� ��

%&���9� 5�� 4.637 .6590 48.076 0.000 2 ZQ1�"

4 ��� *���*#3$ � ��&/� "�� �� %<2�

4.584 .6480 47.327 0.000 4 ZQ1�"

<��#&��� .��-$��� ��� -�� ( �����

�������� ;���'� 4.688 .3350 97.403 0.000 - ZQ1�"

"�-)t ( ^�&� ��� "���� ��)α ≤ 0.05) (1.648 .( "�- ���� �&)t (���� �� [������ �)<�� %#�&3(� 9���� ��E ���&�(�� ")3.(

Page 76: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

61

)4 + 2 + 2:( �#����$����������� ��� ���� �� "���� ���

*�� �� ]#��)4 ; 2 ( �� "����� "��� .��� E ")��&�� .������ "F�/R� �F� �����&��

�7��+�� .�-�� ���E %3 "�J&��� . ����� .�9��&�� .���& 6�� ��F� "�F�7�� .��L&�� "��

)4.121 ; 4.502 ( 1��) %�� 9��&�)4.381 ( �F�E ��F� 4'�� %��J�� .��� 8��) ���

�7��+�� .�-�� ���E %3 "�J&��� �� �����&�� 5<&�� ^�&��� . �F�� �F���� "�&�� %3 � 'E

" D�� W#?��" [�� %���� 9��&� )4.502 ( � 9��&�� � ���$ �/� [����� ����� %�����)4.381( �

[�� 4��� I�����).3960 .( ����� *�� ��3" A�+#��#��" 9��&� ��J��� "H��H�� "�&�� ���

%����)4.121 ( ���$ �/� [��F���� %F���� %������ 9��&�� �)4.381 ( 4�F�� I�F����

).9300 .( ^�&� �$ ���&� ��� *���� "�/$�� �����&�� J&��� �7��+�� .�-�� ���E %3 "� %F3

*� .��� ��S��<& ��� "����� "��� 2� "0 � � "����� .

*�� )4 ; 2 ( ^�&�� "������ .�3���(�� "������� .�9��&�� "�/$�� �����&���7��+�� .�-�� ���E %3 "�J&���

ت�� �����&�� ���E %3 "�J&���

�7��+�� .�-�� �� 9��&

%������ I���(�4�����

"�-“t" "������

Sig* ^�&�"�(���

��&& "�/$�)<��

^�&� "�/��

5

����$��� 4'� ����� �� 5'�� 4'� "&������ "����� =#>������

W#?�� 4'� "&���'� "#� ��� "-?���D��

4.466 0.783 36.270 0.000 3 ZQ1�"

6 ���� ���^� ������ 4'� ����� =� ���

W#?�� 4'� "&���'� "#� ��� "-?���D��

4.597 .6900 44.812 0.000 2 ZQ1�"

7 ����� �� "����� ��� ��� 4'� ��-�

4'� "&���'� "#� ��� "-?��� 4'�D�� W#?��

4.250 .8780 27.578 0.000 4 ZQ1�"

8 ���� ���'&���� "�'(�� ����� �$���#

��� ��- �*���-� U������� ���4.693 .6280 52.174 0.000 1 ZQ1�"

Page 77: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

62

"#� ��� "-?��� 4'� "# #�����

"&���'�.

G'Hك ا��� 4.502 .3960 73.271 0.000 1 ZQ1�"

9

����<�� 59�) �&��� �/��� "�� �� .�9���� "��J��

���&���� ��� �0&�����3� 4.168 1.121 20.168 0.000 2 ZQ1�"

10

&��� :��$ ����<�� 59�) ��� � �0&����� "�� ��� "��J��

���&���� ��� �0&�����3� 3.981 .9900 19.187 0.000 3 ZQ1�"

11

"��J�� ����<�� 59�) P��&� ��)& %&�� .�9������ .�����<���

%7�+ 5 "�� �� �0� 4.216 1.033 22.784 0.000 1 ZQ1�"

A�#��#�� 4.121 .9300 23.351 0.000 3 ZQ1�"

12

*�)��� I&�0�� .�)��9& � %���& ��+ 4� %3 "�� �� 5 *���&��

���� 4.365 .8020 32.940 0.000 2 ZQ1�"

13

%3 %7�+ 5 "����<� *���&� .�)��9&�� ���J&��� "�� ��

*�)��� I&�0�� ��� "���& (� 4.749 .4750 71.295 0.000 1 ZQ1�"

14 ��� I&�0�� .�)��9& � %���& *�)

"����<� "�� �� 5 %&��� ���� 4.325 .9040 28.359 0.000 3 ZQ1�"

��6$�� .��*�� �6#�(� 4.480 .5740 49.854 0.000 2 ZQ1�"

<��#&��� .��-$��� ��� -�� ( ����� ���� �� "���� ��� �#����$��'�

������� ���

4.381 .4470 59.842 0.000 - ZQ1�"

<�+� )t( ىE!�" �3I و����Jا� )α ≤ 0.05( )1.648(. �] اBG!�ا�MQF� 2rة وا�t( ��(D( �c *1)ب +�>�Eا� W3)د إ�!�G($ و����J3( ا�(.

���� ا6داريا�(�8م ):3 ـ 2 ـ 4(� ا��34*� !12 ا�

.�9F��&�� ���J&�E ��E 6����� R � ��7��+�� ��� +�&�� 4��K� ��2��� *���&� I���

*��� ��� ]#� �/ �� ��)<�� "�/$� �"������ .�3���K�� "�������)4 ; 3 .( *�� �� ]#�� 'E

Page 78: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

63

)4 ; 3 ( �� "����� "��� .��� E ")��&�� .������ "�/R� �7�F�+�� ��� +�&�� 4��K� ��2��� .

��� �L&�� �'0� "������� .�9��&�� .���& 6��)4.637 ; 4.752 ( 9��&� 1��F) %F��

)4.698 ( 5<&�� ^�&��� ��E ��� 4'�� %��J�� .��� 8��) ��� ��� +�&�� 4��K� ��2���

�7��+�� . �)3 ����� "�&�� %3 . � 'E" "&����� ����1� ��-� �$$� �&��" [F�� %���F� 9��&�

)4.752 ( [����� ����� %������ 9��&�� � ���$ �/�)4.698( I����� � [�� 4���).5370( �

�)<�� .��� ��3" � +#����� �1���� �##6�� "�������� "&����� �$��'�" "F����� "F�&�� �F��

%���� 9��&� ��J���)4.637 ( ���$ �/� [��F���� %F���� %���F��� 9F��&�� �)4.698 (

4��� I�����).5530 .( ^�&� �$ ���&� ��� *���� "�/$ 4��K� ��2����7��+�� ��� +�&��

"����� *� .��� �� %3S��<& ��� "����� "��� 2� "0 � � .

�ول? )3 - 4( �A)ت ا��H)$�� وا�HKGاB)ت ا�>(�)ر�7 و"�!Eى E!<أه>�� ا�#�($Oا� WFI O;1�<داري ا�uا��3)م ا

ت ��� +�&�� 4��K� ��2���

�7��+�� 9��&��%������

I���(������4

"�-“t" "������

Sig* ^�&�"�(���

��&& "�/$�)<��

^�&� "�/��

15 "�� �� ��&/� �� %��� ��� 4.752 0.537 63.154 0.000 1 ZQ1�"

16 ���)&� "������ "�� �� %�+�&

%���&�� �/��� 4.637 .5530 57.260 0.000 4 ZQ1�"

17

� "�� P�&& "�� ��)�� .����W<��� %&�� �+�&���

5 *��<&��� *���&�� � %���&"����<� �0�<2�

4.674 .4850 66.739 0.000 3 ZQ1�"

18 +�&& "�� �� "���� �� ���%&� ��&�� "���& ��� %���� *��� 4.730 .4610 72.556 0.000 2 ZQ1�"

<��#&��� .��-$��� ��� -�� ( �����4.698 .2740 119.795 0.000 - ZQ1�"

Page 79: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

64

��� <���T� ��)$'�������� 4'� ���� �<�+ )t( ىE!�" �3I و����Jا� )α ≤ 0.05( )1.648(.

�] اBG!�ا�MQF� 2rة وا�t( ��(D( �c *1)ب +�>�Eا� W3)د إ�!�G($ و����J3( ا�(.

)4 + 2 + 4:( ������� ��� ���� ���"#�������

*�� �� ]#��)4 ; 4 ( � .��� E �� "����� "�� ")��&�� .������ "F�/R� ���E .��F-

"���& (� �7��+�� .�-�� . ��� "��7�� .��L&�� "������� .�9��&�� .���& 6��)3.458 ;

4.700 ( 1��) %�� 9��&�)4.256 ( ^�&�F�� �F�E ��F� 4'�� %��J�� .��� 8��) ���

���E .��)� 5<&�� "���& (� �7��+�� .�-�� . ��� ����� "�&�� %3 � 'E" �+��'&��� ��$"

[�� %���� 9��&�)4.700 ( [��F��� ����� %������ 9��&�� � ���$ �/�)4.256( I�F���� �

[�� 4���).3030 .( ��� *�� ��3""���� ��" %���F� 9F��&� ��J��� "H��H�� "�&�� ���

)3.458 ( �$ �/��� [������ %���� %������ 9��&�� �)4.256 ( 4�F�� I�F����).4750 .(

^�&� �$ ���&� ��� *���� "�/$ ���E .��- "���& (� �7��+�� .�-�� *F� .�F�� �� %F3

S��<& ��� "����� "��� 2� "0 � � "����� .

*�� )4 ; 4 ( "������ .�3���(�� "������� .�9��&�� ^�&��"���& (� �7��+�� .�-�� ���E .��- "�/$

ت �7��+�� .�-�� ���E .��-

"���& (� 9��&��%������

I���(�4�����

"�-“ t" "������

Sig* ^�&�"�(���

��&& "�/$�)<��

^�&� "�/��

19 ����� ���� 4'� "&����� )��-�

��� �� 8�&� 3����� ���$! ����

�������� �������. 4.648 0.478 66.732 0.000 2 ZQ1�"

20 �?)�� =� "�)�$� ����- <���

������� ���� ����� �� "&�������������.

3.778 .5080 29.665 0.000 3 ZQ1�"

21 �1����� "&����� �?)�� )��-#4.957 .2020 187.294 0.000 1 ZQ1�"

Page 80: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

65

�&� �#��� ��� 4'� � #�����.

������ ���?� ���� 4.461 .2610 108.092 0.000 2 ZQ1�"

22

%&�� .������ ��� *��� ������ "�� �� �� �0 �&�� � �/�Q� *9���� *� �&�� "���� 5-���� ���J&�� *�J .���� ��� "�� ��� "��J��

%��& (� *���&��

4.888 .3150 115.777 0.000 1 ZQ1�"

23

:H� �0��� *��� %&�� .������� *���&�� .���� *�J �

%��& (� 4.832 .3740 94.764 0.000 2 ZQ1�"

24

"��J��� %&������ *����� %���� .���� ���J&�� *�J �

%��& (� *���&�� 4.269 .9580 25.638 0.000 4 ZQ1�"

25

� �.������ c�� ��� *���5-�� ��� ��J(� �2�(� %��& (� *���&�� .����

"�� ��

4.813 .3900 90.001 0.000 3 ZQ1�"

���'&��� ��$ 4.700 .3030 108.689 0.000 1 ZQ1�"

26

�����-� "#��&?� A#�� � "&����� ����� "#'�6� ���� "#��-�� ����Z��

��� �#?)���� =� �*���$� ��#�������� ������� ����

3.728 .4960 28.385 0.000 1 ZQ1�"

27 ���� V����'� "#��&?� "���� �� ��# ������� ���� ��� �*���

�������� 3.482 .8420 11.091 0.000 2 [�E!"

28

�#�&��� 4'� "#��&?� "���� �� ��#

������ 4'� �*� AZ�� ����

��� ����� 8"# #����� U������� ������� ���� ��� �*�#�6��

��������

3.165 .9670 3.311 0.001 3 [�E!"

"���� �� 3.458 .4750 18.668 0.000 3 [�E!"

<��#&��� .��-$��� ��� -�� ( �����4.256 .2070 117.315 0.000 - ZQ1�"

Page 81: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

66

������� ��� ���� ���6�"#�������

"�-)t ( ^�&� ��� "���� ��)α ≤ 0.05) (1.648 .( "�- ���� �&)t (�� �� [������ �)<�� %#�&3(� 9���� ��E ���&�(�� "��)3.(

)4 + 2 + 5:( ������� ��� ����

*�� �� ]#��)4 ; 5 ( �� "����� "��� .��� E ")��&�� .������ "F�/R� .�F-�� ��$

�7��+�� . ��� "��7�� .��L&�� "������� .�9��&�� .���& 6��)4.601 ; 4.732 ( 9F��&�

%�� 1��) )4.667 ( ��� 5<&�� ^�&��� ��E ��� 4'�� %��J�� .��� 8��) ��� .�F-��

�7��+�� . ��� ����� "�&�� %3 � 'E"��� �������" [�� %���� 9��&� )4.732 ( �F ���$ �/�

[����� ����� %������ 9��&��)4.667( [�� 4��� I����� �).2960 .( ����� *�� ��3"� �+>

�������" %���� 9��&� ��J��� "���H�� "�&�� ���)4.601 ( ���$ �/� %���F��� 9F��&�� �

[������ %����)4.667 ( 4��� I�����).3880 .( ^�&� �$ ���&� ��� *���� "�/$ ���E ��$

�7��+�� .�-��*� .��� �� %30 � � "����� S��<& ��� "����� "��� 2� ".

*��)4 ; 5 ( ^�&�� "������ .�3���(�� "������� .�9��&���7��+�� .�-�� ��$ "�/$

. �7��+�� .�-�� ��$ 9��&��%������

I���(�4�����

"�-“t" "������

Sig* ^�&�"�(���

��&& "�/$�)<��

^�&� "�/��

29 �- 4'�J&( a��&(�� ���

*� �&��"�� �� 1'/ %3 4.544 0.564 53.001 0.000 2 ZQ1�"

30 .��J�� �� �#��� ���

"�� �� �0�)& %&�� 4.498 0.611 47.477 0.000 3 ZQ1�"

31 � "�J *#3� ��� *���

"�� �� %<2� 4.762 0.432 78.968 0.000 1 ZQ1�"

Page 82: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

67

�#�7��+�� 4.601 0.388 79.782 0.000 2 ZQ1�"

32 %��� %3 *� �&��� ��J(�

"�� �� 1'/ 4.589 0.519 59.296 0.000 3 ZQ1�"

33 � *� �&�� �- 4�� ��� ��"�� �� 1'/ %3 .� �� �^J�

4.690 0.496 65.969 0.000 2 ZQ1�"

34 1'/ %3 �&�(� 4���

"�� �� 4.917 0.275 134.649 0.000 1 ZQ1�"

(��7��+�� 4.732 0.296 113.248 0.000 1 ZQ1�"

<��#&��� .��-$��� ��� -�� ( �����

������� ��� ���% 4.667 0.289 111.387 0.000 - ZQ1�"

"�-)t ( ^�&� ��� "���� ��)α ≤ 0.05) (1.648 .( "�- ���� �&)t ( [������ �)<�� %#�&3(� 9���� ��E ���&�(�� "���� ��)3.(

)4 + 3 :(� V�� �#'-�" ����� �#>�� ������ �>����T �$�#��� "���

cF�� � ,F� 6F����� ��- "����� .��#3 ��&JK ����K� *���& :��9& %3 ���� *�-

��F� � ��R&�� �& 'E �����K� *���& .�#�&3K .������� " � ��# * $ � P�'� .���&JK�

"�)&��� .��L&�� ��� �*�� 9��&E �� � Multicollinearity ���F�&�� �J#F& *F�� ���J&�,�

Variance Inflation Factor) VIF( �� a���� ����&�� ��&JE� Tolerance �F F�L& *��

�� a���� ����&�� �J#& *�� +�� & ��� ���� 5 "����� .��L&)VIF ( "�)��)10 .( �$�

�� a���� ����&�� "�- ���&Tolerance � ��$ )0.20( �(Devlin, & Roeder, 1999).

%���9�� 5�+�&�� .������� Y��&E � S�#�$ ��R&�� �&�Normal Distribution *�� ���&�,�

��&�K�Skewness �F� *F)& ��&�K� *�� "�- .��� �'E %���9�� 5�+�&�� 5�&& .������� �E 'E �

)1±( �- *�� ��� �)4 ;6 (/ X7�&� ����.���&JK� 1'. )Sekaran & Bougie, 2010(

Page 83: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

68

*�� )4 ; 6( ��&�(� *��� �� a���� ����&��� ����&�� �J#& ��&J� X7�&�

VIF Tolerance Skewness ا�>! ��ات ا�>�!�FM ا������ ت

1 #�($O�($ >?E!0.453- 9840. 1.016 ا�

2 (�?E�E3;!ا�#�($Oت ا�(+'I 2 إدارةB �"�R!�<0.493- 9900. 1.010 ا�

0.693- 9850. 1.015 ا��3)م اuداري ا�>�WFI O;1 ا�E$Oن 3

*�� �� %3 ������ X7�&��� � ]#&�)4 ; 6 ( ���& %9J *J��& �� � ���

Multicollinearity "�)&��� .��L&�� ��� ) w�7��+��� � �&���� �����&�� ���E %3 "�J&���

�2��� w�7��+�� .�-�����+�� ��� +�&�� 4��K� �( *�� ��&JE ��� ��- P�' ��W� � �E� �

����&�� �J#&)VIF ( F� "�H&�� ����q�) w�7��+��� � �&���� �����&�� .�-�� ���E %3 "�J&���

���+�� ��� +�&�� 4��K� ��2��� w�7��+�� ( "L������)1.016 w1.010 w 1.015 ( %���&�� ���

�� �� *)& %&�)10 .( �� a���� ����&�� ��&JE ��- �$ ]#&� ��)Tolerance ( ��� .���&

).9840 ; .9900 ( � ��$ %/�)0.20 ( ��� �*�� 9��&E �� � ��� ��� S��W �'/ ����

"�)&��� .��L&�� . ��&�(� *�� ���&�,� %���9�� 5�+�&�� 5�&& .������� �$ � ��R&�� �& �-�

)Skewness ( � *-$ ��)�� .��� 6��)1±( �(Devlin, & Roeder, 1999)..

�E� �*)&��� �L&�� ����$ ��� %9J *J��& �� � ��� � ��R&�� ���� ��)& � ��� S����R&�

%3 "����� .��#3 ��&JE ���K�� ]��$ �)3 %���9�� 5�+�&�� 5#J& "����� .��L& .�����

���� *� .��� ��"����� *� "�.

Page 84: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

69

)4 + 4 :(" ����� �#>�� ������

4��%� " #���� "#>�?��HO1

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

"����� .��� �� %3 �7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

�"�(� ^�&� ��� "��J�) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&�� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

"��J�� "����� .��� �� %3 �7��+�� .�-�� ��� *�� ��� ]#� �/ ��� �)4 ; 7.(

�ول? )7 - 4( >?E!د �!&%�� ا���ار ا�>!(HKGا S�FH1 ر(D!vا Y�(!Kو #�($O�($ (�?E�E3;!داري ا�Gوا��3)م ا #�($Oت ا�(+'I 2 ادارةB �"�R!�<ا�

�T(Rا� ��Kت ا\رد()"(J2 ا�B #�($Oت ا�(+'I اداء y�MH1 2B نE$Oا� WFI O;1�<ا�

�Lا���;'4 ا��� )R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

.2290 4.855 .0000

371 ا�EDا+2

ا��*(����'� ا��/�.&-�

,+ إدارة ! ��ت ����� ا�

.2560 5.432 .0000 اداء

I'+)ت #�($Oا�

0.432 0.187 0.180 28.445

374 ا�>E<Jع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.2060 4.373 .0000

Page 85: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

70

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 7 ( � �7��+��� � �&�� H$���&���� �� .�F-�� ���� %F3 "�J&���

"����� .��� �� %3 �7��+�� .�-�� ��$ :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"��J�� . �7�F�+��� �F �&�� "�7��F�E "F�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E

��� �����&�� �7��+�� .�-�� ���� %3 "�J&��� :F�)�& %3 ���+�� ��� +�&�� 4��(� ��2����

9��&(� *�� [�� 'E �"��J�� "����� .��� �� %3 �7��+�� .�-�� ���R) 0.432 ( ^�&� ���

)α ≤ 0.05 .( ����&�� *�� �$2R [�� �)3 )0.187( �&�- � �$ 4$ �)0.187 ( %3 .��L&�� �

� .��� �� %3 �7��+�� .�-�� ��$ � �7��+��� � �&�� %3 �L&�� �� X&�� "��J�� "������ �����&��

����+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� .02$ ��&�' :����� %3�

*���� ����&�� *�� �$ *���&�� X7�&�2 Adjusted R [�� �- )0.180( ^�&�F�� 8��� � �/�

��&/�� %3���� � �7��+��� � �&��� �� �����&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

%F3 �7�F�+�� .�-�� ��$ �� " &���� "������ �9J�� ��- � Z�J&�� ��� ���+�� ��� +�&��

"��J�� "����� .��� �� . �HR&�� " � "�- .L�� ��β) 0.229 ( � �&�� �7�F�+��� � )0.256 (

� �7��+�� .�-�� ���E %3 "�J&��� �� �����&��)0.206 ( ��F�+�� ��� +�&�� 4��(� ��2��� .

��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/� �&���� � �7��+��� �� �����&�� %3 "�J&���

��+ ��E 4�W� ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� �7��+�� .�-�� ��$ %3 ��

"�)� "��J�� "����� .��� �� %3)0.229 ( � �&���7��+��� � )0.256 ( "�J&�F�� �� �����&��

� �7��+�� .�-�� ���E %3)0.206 ( ���+�� ��� +�&�� 4��(� ��2��� . �HR&�� �'/ "���� ��W��

Page 86: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

71

"�-F .L�� %&��� "������ )28.445 (� "��� %/� ^�&� ��)α ≤ 0.05 .( ��F� �F�W� �'/�

"����� "�#<�� c3& ����� ������ "��7�� "�#<�� *��- "��)"�<���( "�F#<�� *F�)&� �

��� Z�& %&�� "������ :

� �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�F-�� ���� %F3 "�J&���

�&�� 4��(� ��2���� �7��+�� "����� .��� �� %3 �7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +

"�(� ^�&� ��� "��J��) α ≤ 0.05.(

� �7��+��� � �&�� �HR& � :)�&����� �����&�� ��2���� �7��+�� .�-�� ���� %3 "�J&���

�7��+�� .�-�� ��� .��L& � �L& *� ��� ���+�� ��� +�&�� 4��(� "����� .��� �� %3

%�� ��� ���&��3 ��&�#3 ��E ����� "��7�� "�#<�� "7+ & �& �"��J��:

4��%� "#��?�� "#>�?��HO1-1

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

%3 ���+�� ��� +�&�� 4��(� ��2���� �7��+���)�& �# : "��J�� "����� .��� �� %3 �7��+��

"�(� ^�&� ���) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&�� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

�7��+�� �#"��J�� "����� .��� �� %3 *�� ��� ]#� �/ ��� �)4 ; 8.(

Page 87: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

72

����)4 G 8(

� �������� ;����� �#!Y�� ��&���� ���-$�� �#'-� ������ U���$�#����$���� 4'� ������� <����� ��)$��� ������� ��� ���� �� "���� ���

��%� �&����� �� ������� �>� 5#6-� �� ������"����� "#$

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

.2110 4.406 .0000

371 ا�EDا+2

ا��*(����'�ا��/�.&-� ,+ إدارة ! ��ت ����� ا�

.3080 6.468 .0000 (rر #�($Oا�

0.407 0.166 0.159 24.584

374 ا�>E<Jع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

0.091- -1.908 .0570

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 8 ( � �&�� H$ � �7��+��� �� �����&�� .�F-�� ���� %F3 "�J&���

"��J�� "����� .��� �� %3 �7��+�� �# :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .

� �7�F�+��� �F �&�� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E �F� �����&��

.�-�� ���� %3 "�J&��� [F�� 'E �"��J�� "����� .��� �� %3 �7��+�� �# :�)�& %3 �7��+��

9��&(� *��R) 0.407 ( ^�&� ���)α≤0.05 .( ����&�� *�� �$2R [�� �)3 )0.166( 4$ �

�&�- � �$)0.166 ( �L&�� �� X&�� "��J�� "����� .��� �� %3 �7��+�� �# %3 .��L&�� �

+��� � �&�� %3� �7���� �����&����7��+�� .�-�� ���� %3 "�J&��� X7�&� .02$ ��&�' :����� %3�

*���� ����&�� *�� �$ *���&��2 Adjusted R [�� �- )0.159( %3���� ^�&��� 8��� � �/�

� �7��+��� � �&��� ��&/���� �����&�� �F Z�J&F�� ��� �7��+�� .�-�� ���� %3 "�J&��� ��F-

"��J�� "����� .��� �� %3 �7��+�� �# �� " &���� "������ �9J�� . "F � "F�- .L�� ��

Page 88: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

73

�HR&��β) 0.211 ( � �&���7��+��� � )0.308 ( �7�F�+�� .�-�� ���E %3 "�J&��� �� �����&�� .

� �7��+��� � �&��� ��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/�&���� ����� %3 "�J&���

"F�)� "F��J�� "F����� .�F�� �� %3 �7��+�� �# %3 ����+ ��E 4�W� �7��+�� .�-�� ����

)0.211 ( � �&���7��+��� � )0.308 ( �7�F�+�� .�F-�� ���E %3 "�J&��� �� �����&�� . �F�W��

"�- �HR&�� �'/ "����F .L�� %&��� "������ )24.584 (��� %/� ^�&�F ��� ")α ≤ 0.05 .(

"F����� "�#<�� c3& ����� ������ "��<�� "�#<�� *��- "�� ��� ��W� �'/�) "�<�F��( �

��� Z�& %&�� "������ "�#<�� *�)&� :

� �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�F-�� ���� %F3 "�J&���

%3 �7��+��7��+�� �# :�)�& "�(� ^�&� ��� "��J�� "����� .��� �� %3 �) α ≤ 0.05.(

"#$�!�� "#��?�� "#>�?��HO1-2

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

%3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� (� :�)�& ���� .��� �� %3 �7��+�� "��J�� "�

"�(� ^�&� ���) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&�� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

"��J�� "����� .��� �� %3 �7��+�� (�� � *�� ��� ]#� �/ ��)4 ; 9.(

Page 89: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

74

)9 - 4( �&ول� &ار ا���=&د ��TU'4 ا����V(ا O'2 ���� وX���V ا�N�Wر 3������ن ا��*(����'� ����� وا�(�8م ا)داري ا��34*� !12 ا�� ا��/�.&-� ,+ ادارة ! ��ت ا�

Y'< ���� ,+ ا�\�-=�ت ا]ردV'� ا�.��Zو)ء,+ 3� ا�

L� ا���;'4 ا���)R( ر�N3طا)

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

.1720 3.534 .0000

371 ا�EDا+2

ا��*(����'�ا��/�.&-� ,+ إدارة ! ��ت ����� ا�

وGء 0500. 1.970 0960.#�($Oا�

0.369 0.136 0.129 19.479

374 ا�>E<Jع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.2840 5.840 .0000

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 9 ( � �7��+��� � �&�� H$�� �����&�� "�J&��� .�F-�� ���� %F3

"��J�� "����� .��� �� %3 �7��+�� (� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .

� �7�F�+��� �F �&�� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E �F� �����&��

+�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� %3 �7��+�� (� :�)�& %3 ���+�� ���

9��&(� *�� [�� 'E �"��J�� "����� .��� ��R) 0.369 ( ^�&�F ���)α ≤ 0.05 .( �F$

����&�� *��2R [�� �)3 )0.136( �&�- � �$ 4$ �)0.136 ( %F3 �7��+�� (� %3 .��L&�� �

�&�� %3 �L&�� �� X&�� "��J�� "����� .��� �� � �7��+��� � �� �����&�� ���� %F3 "�J&�F��

����+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� �$ *F���&�� X7�&� .02$ ��&�' :����� %3�

*���� ����&�� *��2 Adjusted R [�� �- )0.129( ��F&/�� %3���� ^�&��� 8��� � �/�

� �7��+��� � �&����� �����&�� J&��� �F�� +F�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�

Page 90: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

75

"F����� .�F�� �� %F3 �7��+�� (� �� " &���� "������ �9J�� ��- � Z�J&�� ��� ���+��

"��J�� . �HRF&�� "F � "�- .L�� ��β) 0.172 ( �F �&�� �7�F�+��� � )0.096 ( �F� �����&��

+�� .�-�� ���E %3 "�J&��� � �7��)0.284 (���+�� ��� +�&�� 4��(� ��2��� . �$ %��� �'/�

� �7��+��� � �&��� ��&/K� ^�&� %3 ����� " �� ����+���� �����&�� .�-�� ���� %3 "�J&���

"����� .��� �� %3 �7��+�� (� %3 ����+ ��E 4�W� ���+�� ��� +�&�� 4��(� ��2���� �7��+��

�J�� "�)� "�)0.172 ( � �&���7��+��� � )0.096 ( �7��+�� .�-�� ���E %3 "�J&��� �� �����&��

�)0.284 ( ���+�� ��� +�&�� 4��(� ��2��� . "�- �HR&�� �'/ "���� ��W��F %&��� "������

.L�� )19.479 ( ^�&� ��� "��� %/�)α ≤ 0.05 .("�#<�� *��- "�� ��� ��W� �'/� "��7��

"����� "�#<�� c3& ����� �"���H��)"�<���(��� Z�& %&�� "������ "�#<�� *�)&� � :

� �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�F-�� ���� %F3 "�J&���

�� .��� �� %3 �7��+�� (� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� "��J�� "���

"�(� ^�&� ���) α ≤ 0.05(.

"#$�!�� " #���� "#>�?��HO2

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

%3 "���& (� �7��+�� .�-�� ���� .��- +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

� .��� ��"�(� ^�&� ��� "��J�� "����) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&�� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

Page 91: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

76

"���& (� �7��+�� .�-�� ���� .��-/ ��� �"��J�� "����� .��� �� %3 *�� ��� ]#� �)4

; 10.(

)10 - 4( �&ول� &ار ا���=&د ��TU'4 ا����V(ا O'2 ���� وX���V ا�N�Wر 3������ن ا��*(����'� ����� وا�(�8م ا)داري ا��34*� !12 ا�� ا��/�.&-� ,+ ادارة ! ��ت ا�

���� ا)���� �&رات ادارة ! ��ت ا���=3 +,�Z�.ا� �'Vا�\�-=�ت ا]رد +, �'!��

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

.0290 .623 .5340

371 ا�EDا+2

ا��*(����'� ا��/�.&-�,+ إدارة ! ��ت ����� ا�

.4390 9.476 .0000

�رات +ادارة

I'+)ت #�($Oا���I(<!?Gا

0.462 0.213 0.207 33.553

374 ا�>E<Jع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.1230 2.655 .0080

*E!�" �3I ���(fcإ ��Gن ا�!&%�� ذا دE;7ى )α ≤ 0.05(

*�� �� ]#��)4 ; 10 ( � �7��+��� � �&�� H$�� �����&�� .�F-�� ���� %3 "�J&���

%3 "���& (� �7��+�� .�-�� ���� .��- +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"��J�� "����� .��� �� . HRF& �� � %7���K� *���&�� X7�&� .02$ 'E "�7��F�E "F�(� 4' �

��� �����& +F�+�& %F3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

9�F�&(� *�� [�� 'E �"��J�� "����� .��� �� %3 "���& (� �7��+�� .�-�� ���� .��-R

)0.462 ( ^�&� ���)α ≤ 0.05 .( ����&�� *�� �$2R� �)3 [�)0.213( �F&�- �F �$ 4$ �

)0.213 ( "F����� .�F�� �� %3 "���& (� �7��+�� .�-�� ���� .��- +�+�& %3 .��L&�� �

%3 �L&�� �� X&�� "��J���� �����&�� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

Page 92: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

77

����+�� �����&�� X7�&� .02$ ��&�' :����� %3� *���� ����&�� *�� �$ *�2 Adjusted R �-

[��)0.207( � ��&/�� %3���� ^�&��� 8��� � �/��� �����&�� .�F-�� ���� %F3 "�J&���

�F� "F &���� "������ �9J�� ��- � Z�J&�� ��� ���+�� ��� +�&�� 4��(� ��2���� �7��+��

���& (� �7��+�� .�-�� ���� .��- "��J�� "����� .��� �� %3 " . �HR&�� " � "�- .L�� ��

β) 0.439 ( � �7��+�� .�-�� ���E %3 "�J&��� �� �����&��)0.123 ( +F�&�� 4��(� ��2���

���+�� ��� . � ��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/��� �����&�� %F3 "�J&�F��

�7��+�� .�-�� ���� ���� .��- +�+�& %3 ����+ ��E 4�W� ���+�� ��� +�&�� 4��(� ��2����

"�)� "��J�� "����� .��� �� %3 "���& (� �7��+�� .�-��)0.439 ( %3 "�J&��� �� �����&��

� �7��+�� .�-�� ���E)0.123 ( ���+�� ��� +�&�� 4��(� ��2��� . �HRF&�� �'/ "���� ��W��

"�-F .L�� %&��� "������ )33.553 ( ^�&� ��� "��� %/�)α ≤ 0.05 .( ��F� �F�W� �'/�

"����� "�#<�� c3& ����� �"���H�� "��7�� "�#<�� *��- "��)"�<���( "�F#<�� *F�)&� �

��� Z�& %&�� "������ :

� "�7���E "�(� 4' �HR& �� ��� �����& � .�F-�� ���� %3 "�J&��� ��F2���� �7�F�+�

.�F�� �� %F3 "F���& (� �7��+�� .�-�� ���� .��- +�+�& %3 ���+�� ��� +�&�� 4��(�

"�(� ^�&� ��� "��J�� "�����) α ≤ 0.05.(

� �7��+��� � �&�� �HR& � :)�&����� �����&�� ��2���� �7��+�� .�-�� ���� %3 "�J&���

+�� ��� +�&�� 4��(� �7�F�+�� .�F-�� ���� .��F- +�+�& .��L& � �L& *� ��� ���

Page 93: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

78

.��F#3 "FH�H ��E "���H�� "��7�� "�#<�� "7+ & �& �"��J�� "����� .��� �� %3 "���& (�

%�� ��� �"��3:

4��%� "#��?�� "#>�?��HO2-1

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

"F����� .��� �� %3 ���+�� *��<& ���� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"�(� ^�&� ��� "��J��) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&��J&��� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�

/ ��� �"��J�� "����� .��� �� %3 ���+�� *��<& ���� *�� ��� ]#� �)4 ; 11.(

)11 - 4( �&ول� &ار ا���=&د ��TU'4 ا����V(ا O'2 ���� وX���V ا�N�Wر 3������ن ا��/�.&-� ,+ ادارة ا��*(����'� ����� وا�(�8م ا)داري ا��34*� !12 ا��! ��ت ا�

�Z�.ا� �'Vن ,+ ا�\�-=�ت ا]رد���� ادارة O!�H3 ا���=3 +,

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

-0.043 - 0.825 .4100

371 ا�EDا+2

ا��*(����'� ا��/�.&-�,+ إدارة ! ��ت ����� ا�

- 0.102 -1.966 .0500 SI(Q1 ادارة 1.581 0.005 0.013 0.112 ا�E$Oن

374 ا�>E<Jع

0.194

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.0360 .6850 .4940

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 11 ( � �7��+��� � �&�� H$�� �����&�� .�F-�� ���� %3 "�J&���

"F����� .��� �� %3 ���+�� *��<& ���� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

Page 94: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

79

"��J�� . 'E �7�F�+��� �F �&�� "�7���E "�(� 4' �HR& �� � ��� %7���K� *���&�� X7�&� .02$

��� �����&�� +F�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

9��&(� *�� [�� 'E �"��J�� "����� .��� �� %3 ���+�� *��<& ����R) 0.112 ( �&� ��� ^

)α ≤ 0.05 .( ����&�� *�� �$2R [�� �)3 )0.013( �&�- � �$ 4$ �)0.013 ( %3 .��L&�� �

�7�F�+��� �F �&�� %F3 F�L&�� �� X&�� "��J�� "����� .��� �� %3 ���+�� *��<& ���� +�+�&

��� �����&�� �+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� ��� :����� %3�

*���� ����&�� *�� �$ *���&�� X7�&� .02$ ��&�'2 Adjusted R [�� �- )0.005( �F �F/�

" &���� "������ �9J�� ��- � Z�J&�� ��� "�)&��� .��L&��� ��&/�� %3���� ^�&��� 8���

"��J�� "����� .��� �� %3 ���+�� *��<& ���� �� .�- .L�� �� �HRF&�� " � "β) ;0.043 (

� �7��+��� � �&��) ; 0.102 ( � �7��+�� .�-�� ���E %3 "�J&��� �� �����&��).0360 ( ��F2���

���+�� ��� +�&�� 4��(� . �F �&��� ��F&/K� ^�&�F %3 ����� " �� ����+�� �$ %��� �'/�

� �7��+����� �����&���+�� .�-�� ���� %3 "�J&��� 4�W� ���+�� ��� +�&�� 4��(� ��2���� �7�

"F�)� "��J�� "����� .��� �� %3 ���+�� *��<& ���� +�+�& %3 "���& ��E);0.043 ( �F �&��

� �7��+��� );0.102 ( � �7��+�� .�-�� ���E %3 "�J&��� �� �����&��).0360 ( 4��(� ��2���

���+�� ��� +�&�� . �� ��� ��W�� "�- �HR&�� �'/ "��F .L�� %&��� "������ )1.581 ( %F/�

^�&� ��� "��� �Q)α ≤ 0.05 .( *F�)& ����� ������ "��<�� "�#<�� *��- "�� ��W� �'/�

��� Z�& %&�� "����� "�#<�� :

Page 95: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

80

��� � �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&���-�� ���� %3 "�J&��� .

"F����� .��� �� %3 ���+�� *��<& ���� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"�(� ^�&� ��� "��J��) α ≤ 0.05(.

"#$�!�� "#��?�� "#>�?��HO2-2

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

2���� �7��+�� ��� �� %3 ���+�� ��� +�&�� 4��(� ��.��� ��� "��J�� "����� .��� �� %3

"�(� ^�&�) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

��� �����&���&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� �� %3 ���+�� ��� +

���.���/ ��� �"��J�� "����� .��� �� %3 *�� ��� ]#� �)4 ; 12.(

)12 - 4( �&ول� &ار ا���=&د ��TU'4 ا����V(ا O'2 ���� وX���V ا�N�Wر 3������ن ا��*(����'� ����� وا�(�8م ا)داري ا��34*� !12 ا�� ا��/�.&-� ,+ ادارة ! ��ت ا�

,+ ا�\�-=�ت ا]ردV'� ا�.�V�,4�Z[4 ا��=,+

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

�'�L'-�\3 ا��

�ا������������

-0.065 -1.605 .1090

371 ا�N�ا�+

ا��*(����'� ا��/�.&-�,+ إدارة ! ��ت ����� ا�

.6130 15.178 .0000 �8K EF 0.633 0.400 0.396 82.571")تا�>(

374 ا��\��ع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.0770 1.901 .0580

)αααα ≤≤≤≤ 0.05( �*�ن ا��TU'4 ذا د)�� إ`��F'� !(& -/��ى*

Page 96: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

81

� �� ]#�� *�)4 ; 12 ( � �7��+��� � �&�� H$�� �����&�� .�F-�� ���� %3 "�J&���

��� �� %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��.��� "��J�� "����� .��� �� %3 . 'E

� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ �F� �����& ���� %F3 "�J&�F��

�-�� ��� �� %3 �7��+�� ..��� 9�F�&(� *F�� [F�� 'E �"F��J�� "����� .��� �� %3 R

)0.633 ( ^�&� ���)α ≤ 0.05 .( ����&�� *�� �$2R [�� �)3 )0.400( �F&�- �F �$ 4$ �

)0.400 ( �� �� %3 .��L&�� �.���� %F3 F�L&�� �F� X&�� "��J�� "����� .��� �� %3

� �����&��� ��7��+�� .�-�� ���� %3 "�J&��� *F�� �$ *���&�� X7�&� .02$ ��&�' :����� %3�

*���� ����&��2Adjusted R [�� �- )0.396( ��F&/�� %3��F�� ^�&�F�� 8F��� �F �/�

��� �����&�� �� " &���� "������ �9J�� ��- � Z�J&�� ��� �7��+�� .�-�� ���E %3 "�J&���

���� �.���"��J�� "����� .��� �� %3 . �HR&�� " � "�- .L�� ��β) 0.613 ( �� �����&��

�7��+�� .�-�� ���E %3 "�J&��� . ��F&/K� ^�&�F %F3 ��F��� " �� ����+�� �$ %��� �'/�

��� �����&�� ��� �� %3 ����+ ��E 4�W� �7��+�� .�-�� ���� %3 "�J&��� .��� .�F�� �� %3

"�)� "��J�� "�����)0.613 ( �7��+�� .�-�� ���E %3 "�J&��� �� �����&�� . �'/ "���� ��W��

"�- �HR&��F .L�� %&��� "������ )82.571 ( ^�&� ��� "��� %/�)α ≤ 0.05 .( �F�W� �'/�

"����� "�#<�� c3& ����� �"���H�� "��<�� "�#<�� *��- "�� ���) "�<���( "�#<�� *�)&� �

��� Z�& %&�� "������ :

� "�7���E "�(� 4' �HR& �� ��� �����& �F� %F3 �7�F�+�� .�-�� ���� %3 "�J&���

���.���"�(� ^�&� ��� "��J�� "����� .��� �� %3 ) α ≤ 0.05.(

Page 97: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

82

"!��!�� "#��?�� "#>�?��HO2-3

�� "�7���E "�(� �' H$ � �� ( � �7��+��� � �&�� �����&�� .�F-�� ���� %F3 "�J&���

^�&� ��� "����� .��� �� %3 "�� &�(� +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"�(�) α ≤ 0.05.(

�7��+��� � �&�� H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

�����&���� � +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

/ ��� �"��J�� "����� .��� �� %3 "�� &�(� *�� ��� ]#� �)4 ; 13.(

)13 - 4( �&ول� &ار ا���=&د ��TU'4 ا����V(ا O'2 ���� وX���V ا�N�Wر 3������ن ا��/�.&-� ,+ ادارا��*(����'� ����� وا�(�8م ا)داري ا��34*� !12 ا��ة ! ��ت ا�

���=3 +,�� ,+ ا�\�-=�ت ا]ردV'� ا�.��Zا):�\�

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

�ا������������

.1210 2.369 .0180

371 ا�EDا+2

ا��*(����'� ا��/�.&-�,+ إدارة ! ��ت ����� ا�

.1720 3.389 .0010 O7O)1�$(J!�G6.494 0.042 0.050 0.223 ا

374 ا�>E<Jع

0.000

ا�(�8م ا6داري

12! �ا��34*��ن� ا�

.0940 1.843 .0660

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 13 ( � �7��+��� � �&�� H$�� �����&�� .�F-�� ���� %3 "�J&���

%3 "���& (� �7��+�� .�-�� ���� .��- +�+�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

��J�� "����� .��� ��" . � �&�� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E

Page 98: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

83

� �7��+����� �����&�� "����� .��� �� %3 "�� &�(� +�+�& %3 �7��+�� .�-�� ���� %3 "�J&���

9��&(� *�� [�� 'E �"��J��R) 0.223 ( ^�&� ���)α≤0.05 .( ����&�� *�� �$2R [�� �)3

)0.050( �&�- � �$ 4$ �)0.050 ( "F����� .�F�� �� %F3 "�� &�(� +�+�& %3 .��L&�� �

� �7��+��� � �&�� %3 �L&�� �� X&�� "��J���� �����&����7��+�� .�-�� ���� %3 "�J&��� %F3�

*���� ����&�� *�� �$ *���&�� X7�&� .02$ ��&�' :�����2Adjusted R [�� �- )0.042( �/�

� �7��+��� � �&��� ��&/�� %3���� ^�&��� 8��� ��� �����&�� .�F-�� ���E %F3 "�J&�F��

"F����� .��� �� %3 "�� &�(� +�+�& �� " &���� "������ �9J�� ��- � Z�J&�� ��� �7��+��

"��J�� . �HRF&�� "F � "�- .L�� ��β) 0.121 ( �7�F�+��� �F �&�� �)0.172 ( �F� �����&��

�7��+�� .�-�� ���E %3 "�J&��� . � �&��� ��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/�

� �7��+����� �����&�� %F3 "�� &�(� +�+�& %3 ����+ ��E 4�W� �7��+�� .�-�� ���� %3 "�J&���

"�)� "��J�� "����� .��� ��)0.121 ( �7��+��� � �&�� �)0.172 ( %F3 "�J&��� �� �����&��

�7��+�� .�-�� ���E . "�- �HR&�� �'/ "���� ��W��F .L�� %&��� "������ )6.494 ( "F��� %/�

^�&� ���)α≤0.05 .( "�#<�� c3& ����� �"H��H�� "��<�� "�#<�� *��- "�� ��� ��W� �'/�

"�����)"�<���(� "������ "�#<�� *�)&� ���� Z�& %&� :

� �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�F-�� ���� %F3 "�J&���

"�(� ^�&� ��� "��J�� "����� .��� �� %3 "�� &�(� %3 �7��+��) α ≤ 0.05.(

Page 99: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

84

"!��!�� " #���� "#>�?��HO3

��+�� .�-�� ���� .��)� "�7���E "�(� �' H$ � �� ( "���& (� �7) ����+�� *��<& ����

��� ���.��� "�� &�(�� � ( "��J�� "����� .��� �� %3 � �7��+�� .�-�� ��� :�)�& %3 ���

"�(� ^�&�) α ≤ 0.05.(

.�-�� ���� .��- H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J(

"���& (� �7��+��) ��� ��� ����+�� *��<& ����.���"�� &�(�� � ( .�-�� ��$ :�)�& %3

/ ��� �"��J�� "����� .��� �� %3 � �7��+�� *�� ��� ]#� �)4 ; 14.(

�ول? )14 - 4( �ار ا�>!(�د �!&%�� +�راتHKGا S�FH1 ر(D!vا Y�(!K��I(<!?Gا #�($Oت ا�(+'I ادارة (+'I اداء y�MH1 2B ت()"(J2 ا�B #" #�($Oت ا�

�T(Rا� ��Kا\رد

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$ Z�"(J<3 ا�

O!�H3 إدارة��ن� ا�

.0480 .9650 .3350

371 ا�EDا+2 4]V

0000. 7.039 3500. 2�-�تا��=داء أ

I'+)ت #�($Oا�

0.363 0.132 0.125 18.759

374 ا�>E<Jع

0.000

�� 3100. 1.016 0510. ا):�\�

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 14 ( �� .�-�� ���� .��- H$ "F���& (� �7�F�+) *F��<& ����

��� ��� ����+��.��� "�� &�(�� � ( "F����� .��� �� %3 � �7��+�� .�-�� ��� :�)�& %3

"��J�� . ��� ��� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E .�F�� %F3

J�� "����� .��� �� %3 �7��+�� .�-�� ��� :�)�& 9��&(� *�� [�� 'E �"��R) 0.363 ( ���

Page 100: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

85

^�&�)α ≤ 0.05 .( ����&�� *�� �$2R [�� �)3 )0.132( �F&�- �F �$ 4$ �)0.132 ( �F

�� %3 �L&�� �� X&�� "��J�� "����� .��� �� %3 � �7��+�� .�-�� ��� :�)�& %3 .��L&��

���.������ X7�&� .02$ ��&�' :����� %3� *���� ����&�� *�� �$ *���&2Adjusted R [�� �-

)0.042( �� ��� ��&/�� %3���� ^�&��� 8��� � �/�.���� �F9J�� ��- � Z�J&�� ���

"��J�� "����� .��� �� %3 �7��+�� .�-�� ��� �� " &���� "������ . "F � "F�- .L�� ��

�HR&��β) 0.350 ( ��� ���.���. �F�� ��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/�

���.��� "F�)� "F��J�� "F����� .�F�� �� %3 � �7��+�� .�-�� ��� :�)�& %3 ��E 4�W�

)0.350( . "�- �HR&�� �'/ "���� ��W��F .L�� %&��� "������ )18.759 ( ^�&� ��� "��� %/�

)α ≤ 0.05 .(��� ��W� �'/� "F����� "�#<�� c3& ����� �"H��H�� "��7�� "�#<�� *��- "��

)"�<���(��� Z�& %&�� "������ "�#<�� *�)&� � :

��� ��� "�7���E "�(� 4' �HR& �� �.��� %F3 �F �7�F�+�� .�-�� ��� :�)�& %3

"�(� ^�&� ��� "��J�� "����� .��� ��) α ≤ 0.05.(

�HR& � :)�&��� "���& (� �7��+�� .�-�� ���� .��- ) �F�� ���F�+�� *F��<& ����

���.��� "�� &�(�� � ( "F����� .�F�� �� %3 �7��+�� .�-�� ��� .��L& � �L& *� ���

%�� ��� ���&��3 ��&�#3 ��E "H��H�� "��7�� "�#<�� "7+ & �& �"��J��:

4���� "#��?�� "#>�?��HO3-1

( "���& (� �7��+�� .�-�� ���� .��)� "�7���E "�(� �' H$ � �� ) ����+�� *��<& ����

��� ���.���"�� &�(�� � ("��J�� "����� .��� �� %3 � �7��+�� �# :�)�& %3 ���

Page 101: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

86

"�(� ^�&�) α ≤ 0.05(.

)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J( .�-�� ���� .��- H$ � :

"���& (� �7��+��) ��� ��� ����+�� *��<& ����.���"�� &�(�� � ( � �7��+�� �# :�)�& %3

/ ��� �"��J�� "����� .��� �� %3 *�� ��� ]#� �)4 ; 15.(

)15 - 4( �&ول

&ار ا���=&د ��TU'4 �&راتV(ا O'2 ���� ا)����!'� ادارة ! ��ت X���V ا�N�Wر 3�3 >'Y ا� +,�bر�Z�.ا� �'Vا�\�-=�ت ا]رد +, �- ����� ا�

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

O!�H3 إدارة��ن� ا�

.0660 1.385 .1670

371 ا�EDا+2 4]V

0000. 8.421 4030. =2�-�تا��(rر #�($O30.139 0.189 0.196 0.443 ا�

374 ا�>E<Jع

0.000

�� 0910. 1.694- 0.082- ا):�\�

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 15 (H$ "F���& (� �7�F�+�� .�-�� ���� .��- ) *F��<& ����

��� ��� ����+��.��� "�� &�(�� � ( "��J�� "����� .��� �� %3 � �7��+�� �# :�)�& %3 .

��� ��� "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E.��� �# :�)�& %3

�� .��� �� %3 � �7��+�� 9��&(� *�� [�� 'E �"��J�� "���R) 0.443 ( ^�&� ���)α ≤

0.05 .( ����&�� *�� �$2R [�� �)3 )0.196( �&�- � �$ 4$ �)0.196 ( :�)�& %3 .��L&�� �

�� �� %3 �L&�� �� X&�� "��J�� "����� .��� �� %3 � �7��+�� �#.����� :���F�� %F3�

X7�&� .02$ ��&�' *���� ����&�� *�� �$ *���&��2Adjusted R [F�� �- )0.189( �F �F/�

��� ��� ��&/�� %3���� ^�&��� 8���.��� �� " &���� "������ �9J�� ��- � Z�J&�� ���

Page 102: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

87

"��J�� "����� .��� �� %3 �7��+�� �# . �HRF&�� "F � "F�- .L�� ��β) 0.403 ( �F��

���.��� . �'/� ��� ��� ��&/K� ^�&� %3 ����� " �� ����+�� �$ %���.��� %F3 ��E 4�W�

"�)� "��J�� "����� .��� �� %3 � �7��+�� �# :�)�&)0.403( . �HRF&�� �'/ "���� ��W��

"�-F .L�� %&��� "������ )30.139 ( ^�&� ��� "��� %/�)α ≤ 0.05 .( ��F� �F�W� �'/�

<�� *��- "�� "����� "�#<�� c3& ����� ������ "��<�� "�#)"�<���( "�F#<�� *F�)&� �

��� Z�& %&�� "������ :

��� ��� "�7���E "�(� 4' �HR& �� �.��� .�F�� �� %F3 � �7��+�� �# :�)�& %3

"�(� ^�&� ��� "��J�� "�����) α ≤ 0.05.(

"#$�!�� "#��?�� "#>�?��HO3-2

� �� ( "���& (� �7��+�� .�-�� ���� .��)� "�7���E "�(� �' H$ ) ����+�� *��<& ����

��� ���.��� "�� &�(�� � ( "��J�� "����� .��� �� %3 �7��+�� (� :�)�& %3 ^�&�F ���

"�(�) α ≤ 0.05.(

H$ � :)�&�� ���&�� ����(� *���& ���J&�� �& "�#<�� 1'/ ��&J( .�-�� ���� .��-

"���& (� �7��+��) �� ��� ����+�� *��<& ����.����"�� &�(�� � ( � �7��+�� (� :�)�& %3

/ ��� �"��J�� "����� .��� �� %3 *�� ��� ]#� �)4 ; 16.(

Page 103: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

88

)16 - 4( �&ول &ار ا���=&د ��TU'4 �&راتV(ا O'2 ��X���V ا�N�Wر 3����� -� ,+ ا�\�-=�ت ا]ردV'� ا�.��Zو)ء,+ 3 >'Y �� ا)����!'� ادارة ! ��ت ا�� ا�

L� ا���;'4 ا���)R(

ا)ر�N3ط

)R2( O-�=-&�& ا��

Adjusted )R2(

&�& -=�-O ا�� ا��=&ل

F ���/ ا��

DF ��4 در��ت ا�

Sig* -/��ى ا�&)��

Beta T

���/ ا��

Sig* -/��ى ا�&)��

#�$Z�"(J<3 ا�

O!�H3 إدارة��ن� ا�

.1800 3.479 .0010

371 ا�EDا+2 4]V

0030. 3.003 1560. 2�-�تا��= وGء#�($O6.700 0.044 0.051 0.227 ا�

374 ا�>E<Jع

0.000

�� 8850. 1450. 0080. ا):�\�

3� "�!Eى*I )���fcإ ��Gن ا�!&%�� ذا دE;7 (α ≤ 0.05(

*�� �� ]#��)4 ; 16 ( .��- H$ "F���& (� �7�F�+�� .�-�� ����) *F��<& ����

��� ��� ����+��.��� "�� &�(�� � ( "��J�� "����� .��� �� %3 � �7��+�� (� :�)�& %3 .

�F�� ��F�+�� *F��<& ���( "�7���E "�(� 4' �HR& �� � %7���K� *���&�� X7�&� .02$ 'E

���.��� � �7��+�� (� :�)�& %3 9�F�&(� *F�� [�� 'E �"��J�� "����� .��� �� %3R

)0.227 ( ^�&� ���)α ≤ 0.05 .( ����&�� *�� �$2R [�� �)3 )0.051( �F&�- �F �$ 4$ �

)0.051 ( %3 �L&�� �� X&�� "��J�� "����� .��� �� %3 � �7��+�� (� :�)�& %3 .��L&�� �

��� ��� ���+�� *��<& ���E�.��� �F���&�� *F�� �$ *���&�� X7�&� .02$ ��&�' :����� %3�

*����2Adjusted R [�� �- )0.189( *F��<& ���,F� ��&/�� %3���� ^�&��� 8��� � �/�

��� ��� ���+��.��� %F3 �7�F�+�� (� �F� "F &���� "������ �9J�� ��- � Z�J&�� ���

"��J�� "����� .��� �� .� �HRF&�� "F � "�- .L�� �β) 0.180 ( � �7�F�+�� *F��<& ���K

)0.156 ( ��� ���.��� . *F��<& ���,F� ��&/K� ^�&� %3 ����� " �� ����+�� �$ %��� �'/�

Page 104: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

89

��� ��� �7��+��.��� "�)� "��J�� "����� .��� �� %3 � �7��+�� (� :�)�& %3 ��E 4�W�

)0.180 ( ��<& ���K � �7��+�� *)0.156 ( ��� ���.��� . "F�- �HRF&�� �'F/ "���� ��W��F

.L�� %&��� "������ )6.700 ( ^�&� ��� "��� %/�)α ≤ 0.05 .( *�F�- "�� ��� ��W� �'/�

"����� "�#<�� c3& ����� �"���H�� "��<�� "�#<��)"�<���( Z�& %&�� "������ "�#<�� *�)&� �

��� :

& �� � ��� ��� "�7���E "�(� 4' �HR.��� .�F�� �� %F3 � �7��+�� (� :�)�& %3

"�(� ^�&� ��� "��J�� "�����) α ≤ 0.05(

"&����� " #���� "#>�?��HO4

� �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�F-�� ���� %F3 "�J&���

�� 4��(� ��2���� �7��+�� �7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +�&) (�� �7�F�+�� �#

�7��+�� ( "���& (� �7��+�� .�-�� ���� .��- �� ��) ��� �F�� ����+�� *��<& ���� .�F�� �

"�� &�(�� ("��J�� "����� .��� �� %3 "�(� ^�&� ���) α ≤ 0.05.(

"���&�(� �& "�#<�� 1'/ ��&J( ���� *���&�Path Analysis X��� ���J&���Amos

Ver. 21 "���& (� ������ "�7���K� "+�� X���� ������SPSS �HR& �� � � :)�&�� P�'�

� �7��+��� � �&���� �����&�� �F�� +F�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

�-�� ��� :�)�& %3 ���+���7��+�� .) �7��+�� (�� �7��+�� �# ( .�F-�� ���� .��F- �� ��

"���& (� �7��+��) �� ��� ����+�� *��<& ����.���� "�� &�(�� � ( "F����� .�F�� �� %F3

*�� ��� ]#� �/ ��� �"��J��)4 F17( .

Page 105: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

90

*�� �� ]#�� 'E )4 F17 ( 7�F�+��� �F �&�� �HRF&� ���� *���& X7�&� � � �F� �����&��

���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���)F1 ( ��� :F�)�& %F3

�7��+�� .�-��) �7��+�� (�� �7��+�� �# ()F2 ( "���& (� �7��+�� .�-�� ���� .��- �� ��

)��� ��� ����+�� *��<& ����.���"�� &�(�� � ()F3 (� �� %3"��J�� "����� .�� .

"�- .L�� 'E Chi2 "������) 51.952(^�&� ��� "�(� .�' %/� ) α ≤ 0.05 .( �F�

"�- .L�� ����&�� ����� ����Minimum Discrepancy "F�- "�- *��� �� ���� %/ %&���

Chi2 "���� .� � ��� DF) 3.056 (�/� F&-� 6F�� ��F� �� " ���� ^�&� 8��� �a

)Arbuckle, 2008 (� ����&�� ����� ���� "�- �$ "�)�� ��� � a��&& �$ c&<��)2 ( �F��

"�)��� ���$)5 (���$ ��� ."�- .L��� Goodness of Fit Index) GFI ( "F � �W �/�

�&�- � ��� ��) 0.967 ( �]��� ������ "�- ��E ��) �/�) "�&�� " ��� .(� 8<��� [�� :����

��)�� " ���� �W Comparative Fit Index )CFI) (0.924 ( "F�- �F�E ��) �/� �

]��� ������ . %��)&�� R9J�� 5� 9��& ' �W "�- .L���Root Mean Square Error

of Approximation )RMSEA) (0.074 (<��� "�)� "��- %/�. F����� �HRF&�� [�� �-�

�&�� � �7��+��� � �� �����&�� +F�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� �F��

���+�� �7��+�� .�-�� ��� :�)�& %3 ������) �7��+�� (�� �7��+�� �# ()0.500( � ��� � �/�

�$ ��E � �7��+��� � �&���� �����&�� ��2���� �7��+�� .�-�� ���� %3 "�J&��� +F�&�� 4��(�

���+�� ��� %3 HW� �7��+�� .�-�� ��� :�)�& ������) �7��+�� (�� �7��+�� �#( �,3 %��&���� �

� ��&/(� ����+ � �7��+��� � �&���� �����&�� 4��(� ��F2���� �7��+�� .�-�� ���� %3 "�J&���

Page 106: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

91

+�&�� ���+�� ��� %3 �HR& ����& ��R� � �� ��� �7��+�� .�- �F�����) (�� �7�F�+�� �F#

�7��+�� .( ����� �HR&�� [�� �� � �7��+��� � �&���� �����&�� �7�F�+�� .�-�� ���� %3 "�J&���

�+�� ��� +�&�� 4��(� ��2������ "���& (� �7��+�� .�-�� ���� .��- ��� 1��F��R�) ����

��� ��� ����+�� *��<&.���"�� &�(�� � ( "��J�� "����� .��� �� %3)0.500( � ��� � �/�

�$ ��E � �7��+��� � �&���� �����&�� +F�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

�+�� ����� "���& (� �7��+�� .�-�� ���� .��- ��� H�� 1����R�) �F�� ����+�� *��<& ����

�����.� "�� &�(�� � ( "��J�� "����� .��� �� %3 � ��&/(� ����+ �,3 %��&���� � �7��+��� � �&��

��� �����&�� �7��+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� ��RF� �F

��� �HR& ����& "���& (� �7��+�� .�-�� ���� .��- 1��F��R�) *F��<& ���� �F�� ���F�+��

���.��� "�� &�(�� � ( "��J�� "����� .��� �� %3. � �HRF&�� [F�� :����� .�'�� ���� .��F)

"���& (� �7��+�� .�-�� 1����R�) ��� ��� ����+�� *��<& ����.��� "�� &F�(�� � ( %F3 ���

�7��+�� .�-�� ������) �7��+�� (�� �7��+�� �# ( .��� �� %3 "��J�� "�����)0.414( � �/�

�$ ��E ��� � "���& (� �7��+�� .�-�� ���� .��- 1��F��R�) �F�� ���F�+�� *F��<& ����

���.��� "�� &�(�� � ( HW& %3 �7��+�� .�-�� ��� ������) �7�F�+�� (�� �7�F�+�� �# ( %F3

"��J�� "����� .��� �� &/(� ����+ �,3 %��&���� � �� "F���& (� �7�F�+�� .�-�� ���� .��)�

1����R�) ��� ��� ����+�� *��<& ����.��� "�� &�(�� � ( %F3 �HR& ����& ��R� � .�F-�� ���

�7��+�� ������) �7��+�� (�� �7��+�� �# ( "��J�� "����� .��� �� %3 . F�Q �HRF&�� [�� �-�

����� � �7��+��� � �&����&���� ��� +F�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

Page 107: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

92

�7��+�� .�-�� ��� :�)�& %3 ���+�� ���) �7�F�+�� (�� �7��+�� �# ( ���� .��F- ��F ��

"���& (� �7��+�� .�-��) ��� ��� ����+�� *��<& ����.��� "�� &F�(�� � ( .�F�� �� %F3

"��J�� "����� )0.250( � ����& 4'�� ���� ��W� � �/� "���& (� �7��+�� .�-�� ���� .��-

)��� ��� ����+�� *��<& ����.���"�� &�(�� � ("��J�� "����� .��� �� %3 %3 9��� �L&�

�HR& � �7��+��� � �&���� �����&��&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� ��� +�

�7��+�� .�-�� ��� :�)�& %3 ���+��) �7��+�� (�� �7��+�� �# .(

"�- .L�� �-�T *��� ���� "������ ) � �7��+��� � �&���� �����&�� ���� %3 "�J&���

���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-��� �7��+�� .�-�� ��� ()12.363 ( � %F/�

�(� .�'^�&� ��� ") α ≤ 0.05( � ��3 .L�� "�-T %��H�� ���� "������ ) �7�F�+��� � �&��

��� �����&�� ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&��� � .��F-

"���& (� �7��+�� .�-�� ���� ()11.023( � "�- [���T 6��H�� ���� "������ ) .��F- ����

"���& (� �7��+�� .�-�� � �7��+�� .�-�� ��� ()12.511 (^�&� ��� "�(� .�' %/�) α ≤

0.05(� S��HR& P��/ �$ ��E ��& " �&��� 1'/� � �7��+��� � �&���� �����&�� ���� %F3 "�J&�F��

�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+�� .�-�� �7��+�� .) �7��+�� �#

�7��+�� (�� ( "F���& (� �7�F�+�� .�-�� ���� .��- �� ��) �F�� ���F�+�� *F��<& ����

���.��� "�� &�(�� � ( "��J�� "����� .��� �� %3 9��� �L& . ��&/(� ����+ �E 'E �F �&���

� �7��+����� �����&�� �7��+�� .�-�� ���� %3 "�J&��� %3 ���+�� ��� +�&�� 4��(� ��2����

"F���& (� �7��+�� .�-�� ���� .��- �� � *2) ��� �F�� ���F�+�� *F��<& ���� .�F�� �

Page 108: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

93

"�� &�(�� ( %3 �HR& ����& ��R� � �7��+�� .�-�� ��� :�)�&) �7��+�� (�� �7��+�� �# ( %F3

"��J�� "����� .��� �� & "��� " �&� %/� � "����� I��/$ � + :�)�&� �/�� . *F�)& �����

��� Z�& %&�� "����� "��7�� "�#<��:

� �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� �7��+�� .�-�� ���� %3 "�J&���

�7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2����) (�� �7��+�� �#�7��+�� (

"���& (� �7��+�� .�-�� ���� .��- �� ��) ��� ����+�� *��<& ������.����"�� &�(�� � ( %3

"��J�� "����� .��� �� "�(� ^�&� ���) α ≤ 0.05.(

Page 109: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

94

Page 110: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

95

Page 111: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

96

W����� ��?�� �#������ U���$��

)1.5( : " ����� U���$

)2.5( :����� �#

Page 112: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

97

W����� ��?�� �#������ U���$��

����& ��E "����� 1'/ .3�/ H$� ���+��� � �&�� �� �����&�� .�-�� ���E %3 "�J&���

���E .��- �� �� �7��+�� .�-�� ��$ :�)�& %3 ���+�� ��� +�&�� 4��K� ��2���� �7��+��

&� "���& (� �7��+�� .�-��9��� �L . *� %3 ./�� X7�&� ��� ��E "����� 1'/ .���& �-�

�0&��#3� �0&�7�$ ��� "�� K�� "����� "���.

)1.5 :( "��$� " ����� U���$

1. � "����� *� "��J�� "����� .��� �� %3 �7��+��� � �&�� �� ^�&� �E X7�&��� .���

��<& ��� "����� "��� 2� "0 � .

2. �E %<���� *���&�� X7�&� .��$ �� ^�&��� �����&�� .�-�� ���E %3 "�J&���

�7��+��) 8�<��*�)��� I&�0�� .�)��9& ����&���� �P�� ( *� "��J�� "����� .��� �� %3

��<& ��� "����� "��� 2� "0 � � "����� .

3. �E %7���K� *���&�� X7�&� .�#�$ �� �� ^�&� ���+�� ��� +�&�� 4��K� ��2���

��<& ��� "����� "��� 2� "0 � � "����� *� "��J�� "����� .��� �� %3.

4. �E %7���K� *���&�� X7�&� .�#�$ �� "���& (� �7��+�� .�-�� ���$ .��- �� ^�&�

�� "��� 2� "0 � � "����� *� "��J�� "����� .��� �� %3��<& ��� "��� .

Page 113: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

98

5. %<���� *���&�� X7�&� .���� "��J�� "����� .��� �� %3 ���+�� *��<& ���E �� ^�&�

��<& ��� "����� "��� 2� "0 � � "����� *�.

6. �E %7���K� *���&�� X7�&� .��� �� "����� .��� �� %3 .������ �� �� ^�&�

� "����� *� "��J����<& ��� "����� "��� 2� "0 �.

7. �� ^�&� �E "����� .02$ �� "����� *� "��J�� "����� .��� �� %3 "�� &�(�

��<& ��� "����� "��� 2� "0 � �.

8. *� "��J�� "����� .��� �� %3 �7��+�� .�-�� ��$ �� ^�&� �� "����� .���

�� 2� "0 � � "�������<& ��� "����� "�.

9. � "����� *� "��J�� "����� .��� �� %3 �7��+�� �# �� ^�&� �� "����� .��$�

��<& ��� "����� "��� 2� "0 �.

10. � "����� *� "��J�� "����� .��� �� %3 �7��+�� (� ^�&� �� X7�&��� .��$�

��<& ��� "����� "��� 2� "0 �.

11. �� �7��+��� � �&�� "�7���E "�(� 4' �HR& ���� �����&�� .�-�� ���� %3 "�J&���

.��� �� %3 �7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+��

"�(� ^�&� ��� "��J�� "�����) α ≤ 0.05("��� 5 " �&��� 1'/ .)<��� � ) �%�����

"������� �2010( 5 .)<&�� � ���� ��� �7��+��� � �&�� �HR& �� � ��� .���& %&��

"���(Bolton, 2004)4��K� ��2��� �HR& �� � ��� .��� %&��� ���+�� ��� +�&��

� ���� ��� .)<&�� "��� 5 (Choudhury, & Harrigan, 2014) �0&��� .���& 6��

Page 114: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

99

�E 9��&� "-�� �� � ��� "��� ��� �����& �7��+�� .�-�� ���E %3 "�J&��� 5 .�-��

"���(� "����� .�2��� %3 �7��+�� .

12. � �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�-�� ���� %3 "�J&���

�7��+��:�)�& %3 �� � ��7��+�� �# +�&�� 4��K� ��2��� H� 4$ ���&�� %3 ���+�� ��

:�)�& �#��"�(� ^�&� ���) α ≤ 0.05( "��� 5 "����� 1'/ .)<&�� �) ����-2011 (

.��� �� %3 �#�� ��� "��9��� � �&�� "�7���E "�(� 4' H� �� � ��� "H����� .���& 6��

������� .������ "��J�� "����� "��� 5 .)<&�� (Mithas, Krishnan, & Fornell,

2005)�#�� ��� ���+�� ��� +�&�� 4��K� ��2��� �HR& �� � ��� %3 . 5 .)<&��

"���(Abdullateef, Mokhtar, & Yousoff, 2010)� .&�H� 6�� "��� �E "-�� �� �

7��+��� � �&���#�� 5 �7��+�� .�-�� ���E �� ����&� �.

13. ��+��� � �&�� "�7���E "�(� 4' �HR& �� �� �7�� �����&�� .�-�� ���� %3 "�J&���

:�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �7��+���7��+�� (� "����� .��� �� %3

"�(� ^�&� ��� "��J��) α ≤ 0.05(�� � "��� 5 .)<&(Blocker, Flint, & Mayers

2011)�� *��& 6�� :)�& ���+��� � �&�� �� ��� ��H��� :�)�& %��&���� ���+�� "�<& "�-

.(��&(� .��� %3 �7��+�� (� . "��� 5 .)<&��(Heller baird, & Patasnis, 2011)

��$(J7ط ا(D1ار �+'I دE?و Wن ا�E^c(Dا� STE1 b�c(�?E�E3;1 #�($Oت ا�(+'I ء إدارةGو Z"

#�($O" .ا���5 � .)<&��(Bolton, 2004) .��� %&��� 4��K� ��2��� �HR& �� � ���

(��� ��� ���+�� ��� +�&��.

Page 115: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

100

14. �� �' H$ 4 "�(� ��� �����& +�&�� 4��(� ��2���� �7��+�� .�-�� ���� %3 "�J&���

"���& (� �7��+�� .�-�� ���� .��- +�+�& %3 ���+�� ��� ���+��� � �&�� H� 4$ ���&� ���

�� ���E .��- ��� "���& (� �7��+�� .�-%3 "�(� ^�&� ��� "��J�� "����� .��� ��

)α ≤ 0.05.( "��� 5 "����� 1'/ X7�&� .<�&J�� (Wang, & Fing, 2012) %&���

.��- 5 �7��+�� ��� +�&�� 4��K� ��2���� ��� "��� �E 9��&� "-�� �� � ��� .���&

��& (� �7��+�� .�-�� ���E�"� ( "���3� �+�& "���& (� �7��+�� .�-�� ���E .��- ���

"��2�&�� *������ �#�$ HR&& ���� ���3 �7��+�� .�-�� ���E �� ����& �HR&� " �&� ���&

�"������ .����� %3 ���+�� ��� +�&�� 4��K� ��2���� �7��+��� � �&��� "�3�)H��� .)<&��

"����� X7�&� 5� �7��+��� � �&�� "��� �� 9��&� "-�� �� � %3 "������ �� �����&�� "�J&���

�7��+�� .�-�� ���E %3�7��+�� .�-�� ���E .��- 5 .

15. � �7��+��� � �&�� "�7���E "�(� �' H$ � �� (�� �����&�� .�-�� ���� %3 "�J&���

+�� ��� +�&�� 4��(� ��2���� �7��+�� ��� ���E %3���+�� *��<&%3 "����� .��� ��

"�(� ^�&� ��� "��J��) α ≤ 0.05.( "��� 5 "����� 1'/ .<�&J�� (Wang, & Fing,

2012) �7��+��� � �&�� "��� �E 9��&� "-�� �� � ��� .���& %&��� ��� �����&�� "�J&���

�� 4��(� ��2���� �7��+�� .�-�� ���� %3 ���+�� ��� +�& %3 ���E ��� ����+�� *��<&

���+��� � �&��� �7��+�� .�-�� ���K �+�&� "�- ��� P�&� .�-�� ���E �� ����&�

�7��+�� ���+�� ��� +�&�� 4��K� ��2���� "����� ��� �7��+�� +�<�& ��� 4�W& %&���

Page 116: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

101

� � "���� 5 *��<&�� %3 "����3� � �<�� "���� I��&� �/��3�� �07�o a9 *

"���)&���� "������ �0&� ��&���.

16. �� � H$4' "�(� � "�7���E�� �����& �7��+�� .�-�� ���� %3 "�J&��� �� %3

.������ ��� ��� %3 %3 ���+�� ��� +�&�� 4��K� ��2���� ���+��� � �&�� H� 4$ ���&�

.������ ��%3 ��"�(� ^�&� ��� "��J�� "����� .���) α ≤ 0.05( �X7�&� .)<&��

"��� 5 "����� 1'/(Trainor, Andzulis, Rapp, & Angnihotri, 2014)�� 6�� .�

H� �� � ����� �����& � "�H&�� �7��+�� .�-�� ���E�� �����&��"7����� ) *���&�� .����

%��& (� (%3 .������ �� %3"���(� ����&�� "������� .������ "��� 5 .<�&J��

(Conduit, & Movondo, 2001) 4��K� ��2���� �7��+��� � �&�� �� ��� .��� %&���

� �&�� �( P�'� �"���&�(� .����� %3 .������ �� ��� HW� ���+�� ��� +�&��

3 ���� ��� ���� 4��K� ��2���� ���+��� "������ �7��+�� .��Q� .� ��&�� ��� I�&�� %

"��J�� .������ �� *�J � "���� *J�� %3 �0� ���<&�(� "����E %��&���� "���)&����

�0� "�� &�(� "����E %��&���� �"���� ���� 5� %3 .��Q��� .� ��&�(��.

17. �� � H$4' "�(� � ���+��� � �&�� "�7���E�&���� ���� .�-�� ���� %3 "�J&���

�7��+�� "�� &�(� ��� ���+�� ��� +�&�� 4��K� ��2��� H� 4$ ���&� ��� �"�� &�(� %3%3

"�(� ^�&� ��� "��J�� "����� .��� ��) α ≤ 0.05( "��� 5 "����� 1'/ .)<&�� �

(Martin, & Crbac, 2003) �� �E �HR& �� � .��� %&���"�� &�(� ��� �7��+��� � �&�� % �

"��� 5 .<�&J��(Trainor, Andzulis, Rapp, & Angnihotri, 2014) .��� %&��

Page 117: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

102

H� �� � ����� �����& %3 ���+�� ��� +�&�� 4��K� ��2���� ��7��+�� .�-�� ���E

"���(� "������� .����� %3 "�� &�(�.�(� �� ��� .���& %&��� .��Q� .� ��� "�� &

.����� "�H&�� �7��+�� .�-�� ���E �� ����& *��& ��� � :)�&& �� ��� ( �7��+��

+��&�� � .����� ��� 4'��� ����+�� ��� +�&�� 4��K� ��2��� 5 %��& (� *���&��

*�����$��� %3 �/��� �7��+�� "���)&���� "������ .� ��&�(� ��� %��&���� "2��� �

�0� "�� &�(� "����E.

18. "�(� 4' �HR& �� �� "�7���E ����.���� %3 �7��+�� .�-�� ��$ 4$ ���&� �� ��� %3 �

"�� &�(�� ���+�� *��<& ���K H�"�(� ^�&� ��� "��J�� "����� .��� �� %3) α ≤

0.05.( "��� 5 .<�&J��(Wang, & Feng, 2012) H� �� � ��� ��H����� *��& 6��

���+�� *��<& ���E ��� �"������ .����� %3 ���� 5 ���+�� *��<& ���K "�7���E "�(� �'

��0&��Q� �0& �� "3�� ��� *��� �0��� I�&��� �0�7��+ 5 *��<&�� � "���� ��&

.<�&J��"��� 5 �#�$ (Trainor, Andzulis, Rapp, & Angnihotri, 2014) %&��

"���& (� �7��+�� .�-�� ���E .��- �� ��� .���) .������ ��� .������ ���&��

"�� &�(��( �/��� �7��+�� .� ��&��� "��J�� .������ ���&�� "��� �� ��� .��� 6��

+�� ��� "23���� * � � "�& *�& ��0� "�� &�(�� "2��� *J�� ���)&� �������� �7��

*��3 ��$ :�)�& %��&���� �7��+�� .��Q� .� ��� �)3� .� &��� ���&� " �&� 1�&� .��J

�0�7��+� "���� .�-���.

Page 118: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

103

19. "�(� 4' �HR& �� �� "�7���E ����.���� %3 �7��+�� �# :�)�& 4$ ���&� �� ��� %3 �

"�� &�(�� ���+�� *��<& ���K H� %3�#�� %3 "�(� ^�&� ��� "��J�� "����� .��� ��

)α ≤ 0.05.( "��� 5 .<�&J��(Wang, & Feng, 2012) �� ��� ��H����� *��& 6��

� �7��+�� ���& ���� P�'� ��7��+�� �# %3 �0� ���� ��� ���& ���+�� *��<& ���E

��J� "���� .� &�� "��J�� ��3��� �b� a9 %<2� ��� ^������� "�7��� a9� ��0&

�0� "�� &�(�� �003 � "2��� ���& %��&���� %��& (� *���&�� .���� *�J � "2��� .

"��� 5 "������ "����� X7�&� I�&J��(Hampton, & Hampton, 2004) *��& 6��

E *��� HW& �0� "�� &�(�� .������ �� �� ��� ��H����� "����� +�� %3 �#�� ��� %�� �

+�&& �0�� ��#�� :�)�& %3 �HW� ���� ��� ���& "�� &�(� "��� ��� P�'� �"�����

c��� � �&�� � "���& ��� %���$ *���.

20. "�(� 4' �HR& �� � "�7���E� ���+�� *��<& ���K ����.���� %3 �7��+�� (� :�)�& �

�&� �� ��� %3 H� 4$ ��"�� &��� %3 %3 (��� :�)�& ^�&� ��� "��J�� "����� .��� ��

"�(�) α ≤ 0.05.("��� 5 "����� 1'/ X7�&� .)<&� (Lings, & Greenley, 2005) 6��

%3 �7��+�� (� :�)�& %3 .������ ��� %�� ��� 4�- �HR& ��� �0&��� X7�&� .���

���� :���&�� .����%�J . "��� 5 .)<&� ��(Sicilia, & Palazon, 2008) *��& 6��

H� �� � ��� ��H��������K �7��+�� (� 5 *��<&�� ������� (�� ���� "�� %3 . 5 .<�&J��

"���(Martin, & Crbac, 2003) ��� ������ "�� &�( "�7���E "�(� 4' H� �� � ���

�� 6�� ��7��+�� (� "���� "-�� � 1�- H�� ���& �� ��� *�& �7��+��� ������ "-��

Page 119: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

104

��� 4�W& �7��+�� ������ "�� &�� ��3 %��&���� ����������& ����+ %��&���� ���� .����

(���.

21. � �7��+��� � �&�� "�7���E "�(� 4' �HR& �� ��� �����&�� .�-�� ���� %3 "�J&���

7��+�� �7��+�� .�-�� ��� :�)�& %3 ���+�� ��� +�&�� 4��(� ��2���� �) �7��+�� �#

�7��+�� (�� ( "���& (� �7��+�� .�-�� ���� .��- �� ��) ��� ����+�� *��<& ����

"�� &�(�� �.������ ("��J�� "����� .��� �� %3 "�(� ^�&� ���) α ≤ 0.05.( .)<&��

�� 1'/ "��� 5 "���(Trainor, Andzulis, Rapp, & Angnihotri, 2014) �#�$ :<&�� �

"��� 5(Wang, & Feng, 2012).

) 2.5 :( �#++++++��+++���

1( *���&�� .���� ��� "���� �0&��<�� .��� �� "���&��(� 5-���� �� "��9�� P���

8��� ������K�� ��<2��� ���)& %3 %��& (�9)3 %���&�� ����� .

2( � "�� �� ��&/� ��# �� �����&���& � ZJ���� "H����� .��J �3�&� �"����� 1'/ �&���

�+�& "���&���.

3( :��9& ^� *�� .���9&�� � � "�� �� ��� � ��� �����&�� ���J&�� ^�� .��� �� %3

"��9�� *�- � %��& (� *���&�� .����.

4( ��# "������ "��9�� .��Q� .� �� ��� I�&�� %��& (� *���&�� .���� �� *��<&

.��Q��� .� ���� 1'0� "�� &�(� "��� �"���)&����.

Page 120: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

105

5( �� +�+�&� "�� �� ��&/� ��#%�3��&�� �0-�<& :�)�&� �0&.

6����� %��� ��:

� %��& (� *���&�� .���� *�� .������ � ��+�� � ��%3 ����& 4'�� ���� ���E

.�-���7��+�� .�2��� ��$� �.

� � ^J�� .����� *�� .������ � ��+�� � ��� �����& .�-�� ���E %3 "�J&���

��L&��(�� &��&��� �"����� 1'/ �0��� :9&& �� %&��� "��J�� "����� .��� �� %3 �7��+��

�/�Q� ���������� :����.

� ����� ��0�3 %��& (� *���&�� .���� ���J&�� ���K�� ^J$ .(� ��� �#�� 9���&

"����� �����.

Page 121: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

106

=������ "��� )6:(

(1.6) : "#��&�� =������

• ���� ����� ���� �������)2004" .( �+��� �� �E %3 .������ �� ����&� "3��� ���E ���&��"��3� :����� "�7����� .������� Y�9- %3 "����� "���" � <�$ �� ������ ��'&�� ���l���

=�����)���&�� ���&�� �� "��&��� ����( � �&<�� �26;28 ���� �"��&�+�� "�� ������ ����.

• *� 4+�Q �"<��J� ��� �� ��� �%&������ �*���� ��� �� �%�����)2009 .(�( U1�$�� 5

��'&�� /-��� .91��� � :5�+�&��� ���� :���� .

• I��� I9��� �%����+��)2004 .( .�2��� %)���&�� ���� ��� "���&��(� �� &�� .�������"��J�� :^���� "23�� %3 "��J�� .�2��� � ��&J "���) . �Q 1��&�� "��9$����(� �*���� �*���� "�� �:��� .

• �� ��$ �� �(2009) . "���&��(� *��(� :��9& ��� "� �J��� "��J���� *����� H$"����� *��(� .�2� %3 "��3��&�� �+��� :�)�&�) .���� �Q 1��&�� "��9$( "�� �

���� ���� �"����� ��� .

• ���+ �4����(2009). �&$�� ��#���� �� ��?�������� ��)$� C��$ 4'� ;�� � .91 .��� : ��4�+���� 5�+�&��� ����.

• "/(��� �<9� ����� �)2008 .(.������ �� ����&� "������� .������ �2� .������ .

91��� � :5�+�&��� ���� :���� "��W.

Page 122: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

107

• ��� /�9 �%���L��� �4�0 ]��� �4����(2004) " .�� *��� 8�%3� : "��3��&�� �+���%-�� ���&-(� *# %3 *��(� .�2�� ���� ��" � =����� <�$ �� ������ ��'&�� ���l���) ����

���&�� ���&�� �� "��&���( � �&<�� �26;28���� ���� �"��&�+�� "�� ������ .

• 8��� �"�3�9�� �*�� �� �%��+��(2004) . ����-�� ��)$��Spss �$�#��� �#'-�� �*� "#���-T� .��� :���� *7�� �� .

• �%������6���"������� *7��)2010.( ":���<�� ��$ ��� �7��+�� .�-�� ���E H$." "'����

"#������ � ���'� "#����� �� �� �34)4(� 201;225.

• �%����� �6�� �%������ ��� �1��-� ��� )2011 ".( H$ ��� � "����&�� "�J�� ������ I���� "��J�� "����� .��� �� %3 ������ .������ "��9 �# “� ������ ���&�� ���l���

���&�� �#'&��� ��� ���>� ��%� . "�� � �-+�� � �-+�� "����� "���� "���0��.

• �& �4����(2006) .U#������ "#6#� ��� ������ .95 ���� :���� ����� ��.

• *�� �����(2007) ."*�)&��� .����&� %�� �� ����&�� ." � l� �#�(� �#�#���� � ���l� ���&��� �#�-��� ��> �� ���&�� �(���� ���&�� �#'&���� ������ "����� "�����(� ��� �����&�� �

� �"�����K� .

• ��� *�#� �4����(2011) .5-�� "���(� .���� %3 %)���&�� ����� �&-��� Y���(� "3�)H "���9��<�� :"��L�� "<#�� %3 ��9��� "�������� Y�9)�� �'/ %3 ������� 2� "0 � �) . "���

���� �Q �&� �(��9��3 �*��J�� �*��J�� "�� �.

Page 123: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

108

• ��� �1��-(2011) . +�+�& %3 "�J�� ��� ��H$� �&�� "7�� %3 �#�� ��� �7��+��� "��J�� "����� .��� ��) .���� �Q �&� � "���( ���� �9���� :��� "�� �

����.

• ��/+9��J �) 2014 .( :FF��F�&��4��&�(� ��� 1FFH$��7�FF�+�� (� �FF�� :FF7�+FFF �� .(�FF�F&� "��W "FFF��F� "FFF���) . �&� � "��� �Q

���� .(7�+ �� �8���� �-�� �� "�� .

)2.6 :("#�$�%� =������

• Acker, O., Gröne, F., Akkad, F., Pötscher, F., & Yazbek, R. (2011). Social CRM: How companies can link into the social web of consumers. Journal of Direct, Data and Digital Marketing Practice, 13(1), 3-10.

• Ahearne, M., Hughes, D. E., & Schillewaert, N. (2007). Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness. International Journal of Research in Marketing, 24(4), 336–349.

• Ajmera, J., Ahn, H. I., Nagarajan, M., Verma, A., Contractor, D., Dill, S.,

& Denesuk, M. (2013, May). A CRM system for social media: challenges and experiences. In Proceedings of the 22nd international conference on World

Wide Web (pp. 49-58) (on line), available: http://dl.acm.org/citation.cfm?id=2488394.

• Alavi, S., Ahuja, V., & Medury, Y. (2012). Metcalfe's law and operational, analytical and collaborative CRM-using online business communities for co-creation. Journal of Targeting, Measurement and Analysis for

Marketing, 20(1), 35-45.

• Algesheimer, R., Dholakia, U.M., & Herrmann, A. (2005), “The social influence of brand community: evidence from European car clubs”, Journal

of Marketing,. 69(1),19-34.

Page 124: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

109

• Almunawar, M, N., & Anshar, M, (2014). Empowering customers in electronic health (e-health) through social customer relationship management. Electronic Customer Relationship Management, 8(1), 87-100.

• Alrubaiee, L., (2013). An investigation on the Relationship between New Service Development, Market Orientation and Marketing Performance. European Journal of Business and Management. 5(5),1-27.

• Anshari, M., Almunawar, M. N., Low, P. K., & Al-Mudimigh, A. S. (2012). Empowering Clients through e-Health in Healthcare Services: Case Brunei. International quarterly of community health education, 33(2), 189-219.

• Anshari , M., Almunawar,M.,N., & Low ,P.,K. (2012).CRM 2.0 within E-Health Systems: Towards Achieving Health Literacy & Customer Satisfaction. Journal of Development informatics. 1(1), 88-96.

• Anshari, M., Almunawar, M. N., Low, P. K. C., & Wint, Z. (2012). Customer Empowerment in Healthcare Organisations Through CRM 2.0: Survey Results from Brunei Tracking a Future Path in E-Health Research. ASEAS – Austrian Journal of South-East Asian Studies, 5(1), 139-151.

• Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling and

Sales Management, 32(3), 305–316.

• Arnbjerg, M. (2004), Emergence of Mobile CRM in Western Europe –

Vendor Strategies, IDC,Framingham, Massachusetts. USA.

• Askool, S., Nakata, K. (2011). A conceptual model for acceptance of social CRM systems based on a scoping study. AI & society, 26(3), 205-220.

• Awasthi, P., & S. Sangle, P. (2013). The importance of value and context for mobile CRM services in banking. Business Process Management Journal, 19(6), 864-891.

Page 125: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

110

• Baker, W. E., & Sinkula, J. M. (2009). The Complementary Effects of Market

Orientation and Entrepreneurial Orientation on Profitability in Small

Businesses. Journal of Small Business Management, 47(4), 443-464.

• Berger, P, D., Ruth N. B, Douglas B, Elten B, Kumar,V, Parasuraman, A, &

Terry, C., (2002), Marketing Actions and the Value of Customer Assets: A

Framework for Customer Asset Management, Journal of Service Research, 5

(1), 39-55.

• Bhuian, S. N., Menguc, B., & Bell, S. J. (2005). Just entrepreneurial enough:

the moderating effect of entrepreneurship on the relationship between market

orientation and performance. Journal of business research, 58(1), 9-17.

• Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13 (2), 341–356.

• Blocker, C. P., Flint, D. J., Myers, M. B., & Slater, S. F. (2011). Proactive customer orientation and its role for creating customer value in global markets. Journal of the Academy of Marketing Science, 39(2), 216-233.

• Bolton, M., (2004). Customer Centric business processing. International

Journal of productivity. 53(1), 44-51.

• Brown, T.J., Mowen, J., Todd, D., & Licatta, J. (2002), the customer

orientation of service workers: personality trait determinants and effect on self

and supervisor performance ratings, Journal of Marketing Research, 39(1),

110-119.

• Carter, H.L., Foulger, T.S., & Ewbank, A.D. (2008). Have you googled your teacher lately? Teachers’ use of social networking sites, Phi Delta Kappan, 89(9), 681-695.

Page 126: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

111

• Camponovo, G., Pigneur, Y., Rangone, A. and Renga, F. (2005). “Mobile customer relationship management: an explorative investigation of the Italian consumer market”, Proceedings of 4th International Conference on Mobile

Business, 11-13 July, Sydney, Australia.

• Chandy, R, K., & Tellis, G, J., (2000). The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation, Journal of Marketing, 64 (July), 1-17.

• Chatzopoulou, G., Sheng, C., & Faloutsos, M. (2010)." A first step towards

understanding popularity in YouTube". In INFOCOM IEEE Conference on

Computer Communications Workshops, 15-19 March. San Diego. USA.

• Chen, J. S., & Ching, R. K. (2007). "The effects of mobile customer relationship management on customer loyalty: brand image does matter". 40th

Annual Hawaii International Conference InSystem Sciences, 2007. HICSS 2007. 3-6 January. Grand Hyatt. Hawaii. USA.

• Cho, C.H., Phillips, J.R., Hageman, A.M. and Patten, D.M. (2009). Media richness, user trust, and perception of corporate social responsibility: an experimental investigation of visual web site disclosures, Accounting,

Auditing & Accountability Journal, 22(6), 933-952.

• Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), 149-176.

• Clark, & Melancon, (2013). The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective. International

Journal of Marketing Studies, 5(4), 132-142

• Coltman, T. R. (2007). Why build a customer relationship management capability ?. Journal of Strategic Information Systems, 16(3), 301–320.

• Conduit, J., & Mavondo, F. T. (2001). How critical is internal customer

orientation to market orientation?. Journal of business research, 51(1), 11-24.

Page 127: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

112

• Cormier, D., Ledoux, M.J. and Magnan, M. (2009). The use of web sites as a disclosure platform for corporate performance, International Journal of

Accounting Information Systems, 10 (1), 1-24.

• Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.

• Day, George S. (2000), Capabilities for Forging Customer Relationships,

MSI Report No. 00-118, Marketing Science Institute. Cambridge: UK.

• Day, G., (2003). Creating a Superior Customer-Relating Capability, MIT

Sloan Management Review, 44 (3), 77-83.

• Deloitte University Press. (2013). Social business study: Shifting out of first

gear. (Online), available: http://dupress.com/articles/social-business-study.

• Deshpande, R., Farley, J.U. & Webster, F.E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a Quadrat analysis. Journal of Marketing, 57(1). 23-7.

• Devlin, B., & Roeder, K. (1999). Genomic control for association studies. Biometrics, 55(4), 997-1004.

• Dutot, V., (2013).A New Strategy for Customer Engagement: How Do French Firms Use Social CRM?. International Business Research, 6(9), 54-67.

• Economist Intelligence Unit (EIU) (2007). Beyond loyalty: meeting the

challenge of customer engagement part I, (Online), available www.adobe.com/engagement/pdfs/partI.pdf.

Page 128: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

113

• Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business enterprises' marketing success. The Service Industries Journal, 33(1), 31-50.

• Galib, M. H. (2013). Elucidating social customer behavior through the

social behavioral model: An empirical investigation in social CRM (Unpublished Doctoral dissertation), AllIiant International University, San Diego: USA.

• Ganesh, J., Arnold, M.J., & Reynolds, K.E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers, Journal of Marketing, 64 (3), 65-87.

• Garrido-Moreno, A., & Padilla-Meléndez, A. (2011). Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management, 31(5), 437-444.

• Greenberg, P., (2001), CRM at the Speed of Light. Berkeley, Osborne/McGraw-Hill. California: USA.

• Greenberg P (2009). CRM at the speed of light: social CRM strategies,

tools, and techniques for engaging your customers, (4th ed).Osborne: McGraw-Hill. California: USA.

• Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business& Industrial Marketing, 25(6), 410–419.

• Gummerus, J, Liljander, V, Weman, E., & Pihlström, M, (2012). Customer engagement in aFacebook brand community, Management Research Review, 35 (9), 857 – 877.

• Hampton, G. M., & Hampton, D. L. (2004). Relationship of professionalism,

rewards, market orientation and job satisfaction among medical professionals:

The case of Certified Nurse–Midwives. Journal of Business Research, 57(9),

1042-1053.

Page 129: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

114

• Harrigan, P., & Miles, M., (2014). From e-CRM to s-CRM. Critical factors

underpinning the social CRM activities of SMEs. Small Enterprise Research.

21(1), 99–116.

• Heller Baird, C., & Parasnis, G. (2011). From social media to social customer

relationship management. Strategy & Leadership, 39(5), 30-37.

• Helgesen, Ø., & Nesset, E. (2007). What accounts for students' loyalty? Some

field study evidence. International Journal of Educational

Management, 21(2), 126-143.

• Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13, 311–330.

• Hollebeek, L. (2011). Demystifying customer brand engagement: Exploring

the loyalty nexus. Journal of Marketing Management, 27 (7–8), 785–807.

• Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18–27.

• Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service

Research, 13, 283–296.

• Huit GTM, & Ketchen DJ., (2001). Does market orientation matter? A test of the relationship between positional advantage and performance. Strategic

Management Journal, 22(9), 899-906.

• Hult, G. T. M., Ketchen, D. J., & Slater, S. F. (2005). Market orientation and performance: an integration of disparate approaches. Strategic Management

Journal, 26(12), 1173-1181.

Page 130: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

115

• IFPI (2006) Digital Music Report, IFPI, London.UK.

• Jack, S., Moult, S., Anderson, A.R. & Dodd, S. (2010). An entrepreneurial network evolving: Patterns of change. International Small Business Journal,

28(2), 315–337.

• Jayachandran, S., Sharma, S., Kaufman, P. & Raman, P. (2005), The role of relational information processes and technology use in customer relationship management, Journal of Marketing, 69(1), 177-192.

• Kabadayi, S., & Price, K, (2014), Consumer – brand engagement on Facebook: liking and commenting behaviors, Journal of Research in

Interactive Marketing, 8 (3), 203 – 223.

• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

• Kelly, L., Kerr, G., & Drennan, J. (2010), Avoidance of advertising in social networking sites: the teenage perspective, Journal of Interactive Advertising, 10 (2), 16-27.

• Keramati, A., Mehrabi, H., & Mojir, N. (2010). A process-oriented perspective on customer relationship management and organizational performance: An empirical investigation. Industrial Marketing

Management, 39(7), 1170-1185. • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance

customer equity? An empirical study of luxury fashion brand. Journal of

Business Research, 65(10), 1480-1486.

• Kim, H. S., & Kim, Y. G. (2009). A CRM performance measurement framework: Its development process and application. Industrial Marketing

Management, 38(4), 477-489.

• Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: a measure of

market orientation. Journal of Marketing research, 30(4), 467-477.

Page 131: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

116

• Kohli, A, K. & Jaworski, B, J (1990), Market Orienta- tion: The Construct,

Research Propositions, and Managerial Implications, Journal of Marketing,

54 (April), 1-18.

• Kotler, P., & Armstrong G., (2010). Principles of Marketing., (13 th ed) New Jersey: Prentice Hall.

• Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research, 13(3), 297-310.

• Kuusik, A. (2007).Affecting Customer Loyalty: Do Different Factors Have

Various Influences in Different Loyalty Levels ?, (Unpublished doctoral Dissertation). University of Tartu, Tartu: Estonia.

• Ledingham, J.A. (2003), Explicating relationship management as a general theory of public relations, Journal of Public Relations Research, 15 (2), 181-198.

• Lings, I. N., & Greenley, G. E. (2005). Measuring internal market orientation.

Journal of Service Research, 7(3), 290-305.

• Maloney, W, F. (2003). Labor-Management Cooperation and Customer Satisfaction. Journal of Construction Engineering & Management, 2(129), 165-172.

• Marquardt, I. A. (1989), “The link between total quality improvement and market orientation”, in Guiry, M. (Ed.), Quality and Customer Service: The

Critical Focus for a Firm, Report No. 89-117, Marketing Science Institute, Cambridge, MA.

Page 132: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

117

• Martin, J. H., & Grbac, B. (2003). Using supply chain management to leverage a firm's market orientation. Industrial marketing

management, 32(1), 25-38.

• Mathies, C, M, & Gudergan, (2007). Revenue Management and Customer Centric Marketing: How do They Influence travelers Choices?. Journal of

Revenue and Pricing management, 6(4), 331-346.

• McArthur, David B., & Tom Griffin. (1997). A Marketing Management View of Integrated Marketing Communications. Journal of Advertising Research.

37 (1), 19-28.

• Mithas, S., Ramasubbu, N., & Sambamurthy, V. (2011). How information management capability influences firm performance. MIS Quarterly, 35(1), 237–256.

• Morgan, N.A., Slotegraaf, R.J. and Vorhies, D. (2004), Marketing resources,

effort, and capabilities and drivers of financial performance”, working paper.

• Muniz, M.A. and O’Guinn, C.T. (2001), “Brand community”, Journal of

Consumer Research, 27 (4), 412-432. • Musser, J. & T. O’Reilly (2005)."Web 2.0: Principles and Best Practices

" ,(online) Available: http://dl.hackr.info/.

• Nadeem, M. (2012). Social Customer Relationship Management (SCRM): How Connecting Social Analytics to Business Analytics Enhances Customer Care and Loyalty?. International journal of business and social

science, 3(21), 88-102.

• Narver, J.C. & Slater, S.F. (1990).The effect of a market orientation on business profitability.Journal of Marketing, 54(1), 20-35.

Page 133: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

118

• Narver, J.C., Slater, S.F., & Maclachlan, D.L., (2004). Responsiveness and Proactive Market Orientation and New-Product Success. Jornal of Prouduct Innovation management. 21(3), 334-347.

• Ofcom (2008), Social networking: a quantitative and qualitative research

report into attitudes, behaviors and use,(Online) available at: http://news.bbc.co.uk/2/shared/bsp/hi/.

• O’Brien, C. (2011). The emergence of the social media empowered consumer. Irish marketing review, 21(1), 32-40.

• Park, C-H., & Kim, Y-G. (2003), A framework of dynamic CRM: linking marketing with information strategy, Business Process Management Journal. 9 (5), pp. 652-71.

• Parvatiyar, A., & Sheth, J.N., (2001), Customer Relationship Management:

Emerging Practice, Process, and Discipline, Journal of Economic & Social

Research, 3 (2), 1-35.

• Payne, A., & Frow, P. (2005), A strategic framework for customer relationship management, Journal of Marketing, 69 (4), 167-76.

• Reinhold, O., & Alt, R. (2009). Enhancing collaborative CRM with mobile technologies. BLED 2009 Proceedings. 14-17 June, Bled, Slovenia.

• Reinartz, W .J. & Kumar, V., (2000), On the Profitability of Long-Life

Customers in a Non-Contractual Setting: An Empirical Investigation and

Implications for Marketing, Journal of Marketing, 64 (4), 17-35.

• Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: its measurement and impact on performance. Journal of marketing research, 41(3), 293-305.

• Rigby, D. K., Reichheld, F., & Schefter, P., (2002). Avoid the Four Perils of

CRM, Harvard Business Review, 80 (2), 101-109

Page 134: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

119

• Rocha,T,V , Jonsen,C,L,Lofti, & Frage,R,R,(2013). An Exploratory Study on The Use of Social networks in Building Customer Relationship ,Rev.bus.manag Journal. 47 (15), 262-282.

• Rodriguez, M, Ajjan, H., & Peterson, R,M, (2014). CRM/Social Media

Technology: Impact on Customer Orientation Process and Organizational

Sales Performance. Journal of Marketing Development and Competitiveness.

8(1), 85-97.

• Rosman,R & Stuhura,K, (2013). The Implications of social media on Customer Relationship Management and The Hospitaly Industry. Journal of

Management Policy and Practice. 3(14), 128-146.

• Saxe, R. & Weitz, B.A. (1982).The SOCO scale: a measure of the customer orientation of salespeople, Journal of Marketing Research, 19(5), 343-51.

• Seidel, G. (2009). Challenges but opportunities for mobile banking, Card

Technology Today, 32(1), 5-6.

• Sheth, J. N., & Sisodia, R. S., (1997). Consumer Behavior in the Future. In

Electronic Marketing and the Consumer. Ed. Robert A. Peterson. Thousand Oaks, CA: USA.

• Sheth and Sisodia. (1999). Revisiting Marketing’s Lawlike Generalizations. Journal of the Academy of Marketing Science 27 (1): 71-87.

• Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and

consequences of customer-centric marketing. Journal of the Academy of

Marketing Science, 28(1), 55-66.

Page 135: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

120

• Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case

study of Coca-Cola's Spanish virtual community. Corporate

Communications: An International Journal, 13(3), 255-270.

• Singh, R., & Koshy, A. (2011). Does salesperson's customer orientation create

value in B2B relationships? Empirical evidence from India. Industrial

Marketing Management, 40(1) 78-85.

• Smith, A.N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-

generated content differ across YouTube, Facebook, and Twitter?, Journal of

Interactive Marketing, 26 (2), 102-113.

• Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and

rewards for customer relationship management in online retailing. Journal of

Marketing, 69(4), 193-200.

• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in

e-commerce: an exploration of its antecedents and consequences. Journal of

retailing, 78(1), 41-50.

• Stageman, A., (2011). Consulting Social Media in the College Transition

Process: Experiential Accounts of the Class of 2014. (online), available:

http://epublications.marquette.edu/theses_open/83.

• Steinfield, C., Ellison, N.B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: a longitudinal analysis, Journal of

Applied Developmental Psychology, 29 (6), 434-45.

• Street, C. T., & Cameron, A. F. (2007). External relationships and the small business: A review of small business alliance and network research. Journal

of Small Business Management, 45(2), 239-266.

Page 136: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

121

• Trainor, K. J. (2012). Relating social media technologies to performance: A capabilities based perspective. Journal of Personal Selling and Sales

Management, 32(3), 317–331.

• Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media

technology usage and customer relationship performance: A capabilities-based

examination of social CRM. Journal of Business Research, 67(6), 1201-1208.

• Tseng, L, M., & Su, W,P, (2013). Customer orientation, social consensus and insurance salespeople's tolerance of customer insurance frauds, International

Journal of Bank Marketing, 31(1), 38 – 55.

• Valsecchi, M., Renga, F. M., & Rangone, A. (2007). Mobile customer

relationship management: an exploratory analysis of Italian

applications.Business Process Management Journal, 13(6), 755-770.

• VanBoskirk, S., Overby, C. S., & Takvorian, S. (2011). U.S. interactive

marketing forecast, 2011 to 2016. Cambridge, MA: Forrester Research. Retrieved January 6, 2014, (Online), Available: www.forrester. com/USþInteractive þ Marketing þ Forecast þ 2011 þ To þ 2016/fulltext/-/E-RES59379? docid ¼ 59379/

• van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Doree´n, P., Pirner, P., & Verhoef, P.C. (2010), Customer engagement behavior: theoretical foundations and research directions, Journal of Service Research, 13 (3), 253-266.

• Vavra, T. G. (1997). Improving your measurement of customer

satisfaction: A guide to creating, conducting, analyzing, and reporting customer satisfaction measurement programs. Milwaukee, Wisconsin: ASQ Quality Press.

Page 137: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

122

• Verhoef, P.C., Reinartz, W.J., & Krafft, M. (2010), Customer engagement as a new perspective in customer management, Journal of Service Research, 13 (3), 247-252.

• Wang, X., Dugan, R., & Sojka, J. (2013). CRM Systems with Social

Networking Capabilities: The Value of Incorporating a CRM 2.0 System in

Sales/Marketing Education. Marketing Education Review, 23(3), 241-250.

• Wang, Y., & Feng, H. (2012). Customer relationship management capabilities:

Measurement, antecedents and consequences. Management Decision, 50(1),

115-129.

• Wang, C., Huang, Y., Chen, C., & Lin, Y, (2006). The influence of customer relationship management process on management performance: The

International Journal of Organizational Innovation.

• Wiliams, J., & Chinn, S, (2010). Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers, International Journal of Sport Communication, 3(4), 422-237.

• Wood, V. R., Bhuian, S., & Kiecker, P. (2000). Market orientation and organizational performance in not-for-profit hospitals. Journal of Business

Research, 48(3), 213-226.

• Woodcock, N.A, Green, A.N, & Starkey, M.A, (2011). Social CRM as a business strategy. Journal of Database Marketing & Customer Strategy

Management, 1(18), 50-64.

• Wright, D.K. & Hinson, M.D. (2010), How new communications media are being used in public relations: a longitudinal analysis, Public Relations

Journal, 4 (3) 1-27.

• Zhang, Z. (2011). Customer knowledge management and the strategies of social software. Business Process Management Journal, 17(1), 82-106 .

Page 138: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

123

• Zhang, L.,Han, Z., & GAO, Q.(2008), “Empirical Study on the Student Satisfaction Index in Higher Education”, International Journal of Business

and Management.3(9) 46-51

Page 139: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

124

Page 140: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

125

Page 141: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

126

�6-'���

5-'�)1(

�#��-��� �� �� ��� �

���� � �� � 6�� "&�����

1. �.��#��� ����1 "#$������� ������ &��� "#��&�� ���� "

2. � . �#��-��� ��& � "#$������� ������ ( ��� 5���� "&���

Page 142: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

127

*�cا�� #<cا� ا�� *�$

�K(D!� ا

اGآ)رم ا��zc�DFAة

�N'c �' 3&=� - :و

���!AM)ع ?Oء "# و+!;* �F>8)رآ� 2B ه�ا ا�>�q ا��ي هO? Eء "# دراG ا�;U��<7أآ)د >ffR"

S�3��?ل در(<IG2 اB ��!�?(<ا� ��Kو�!;�uا[� هEوا� �ض "# ه�� ا��را�� . "# ?)"(� ا��8ق اGو

“4Tأ�����درا:� -'&اV'� -� و�48V �e : ا:�.&ام Nd*�ت ا���اOZ ا)����!+ ,+ اداء ادارة ! ��ت ا�

�Z�.ا� �'Vا�\�-=�ت ا)رد �N2c" ه�� Y�(!K �BE!� �� و��Kا �>) و�bc(DF� ><P،�)"(JF "(EF")ت "ا��را

>F"&K *;<Iء ود(3Dا� *;Kة "# 1()و���<F� ��<F)23،ا�K�B 3;* +�اءة" E?ار �K(D!�Gا (P�FI �$(?Gوا #)<!$

�م R!�!� . ا�bHD ا�(MB 2<F]\|�اض$�+� و3I)7< و��!* ا�!()"Z" S ه�� ا�>("EF)ت $���7 1)"< و

*;K1()و #�c *;� آ�ا(U,,,

ا�bc(D أ�Uاف �ان ��b ا��$�(2 . د. أ�I ن(�cن ا(<^I

Page 143: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

128

.^S ا?)$!�2B ا�>�$Z ا��ي 7>) √( W?�7 وZr اU)رة : ا��7> �ا��B ا�fR)�{ -:او)

j3ــJا�: W^Kذآ� ا

m�(Aا� ��(c: :nE" غ�Q!"

B&آ^�45 44 – 35 34 – 25 24- 18 :ا�(>�

2� ")?�!�� س$;)�EرE7 : ا�Y"(K�D ا��را

�)"(J�($ ق(H!�Gا p7ا: 1)ر SfQول ا�G2013/2014 2K(^ا� SfQ2013/2014 ا�

2014/2015 ا�SfQ ا�^)2K 2015/ 2014 ا�SfQ اGول

��F;داب :ا�tم اEF)ق وا�EMHا�

ا�>(EF")ت)EF3;1?� اIG>)ل

�� وا�(>)رة وا�!f>�* ا�!�$�7E ا�(EFم �3Pا�

��� اIG'م �fا�

Page 144: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

129

(�K(% : رة(Uا Zrو W?�7 )√ ( �!$(?ا S^<7 د ا��يE<)2 ا�B.

ت

ا�(D)رة

H3ا (Y

[&ة�

H3ا (Y &�� - Y

H3ا

[&ة� Y

H3ا

�7��+��� � �&��

1. �� ��<2� �� "�� �� �0�)& %&�� "����&�� X����� .��J�� *�� %&�7�� "�� ��.

1 2 3 4 5

2.

%�����<2� *��� �� �� %3 "�� �� %&�� *����� %3 �00 ��� X����� .��J�� �0�)& %&�� "����&��"�� �� .

1 2 3 4 5

3. �� &���<2�%&���9� 5�� *��� "�� �� . 1 2 3 4 5

4. ��� *���*#3$"�� �� %<2� � ��&/� . 1 2 3 4 5

�&<���,G!ادارة �=;�ت ا������ا� H' ��5I!%ا��

(Face book)ا�E$ j�Qك

�D ا�B�A� ا��"� .5� ���� ��� �J�Iا� K&ا��,��رات وا���ا D�&� أ��L ��"!��ار ��D ا��&N ��ك� ���� ��.

1 2 3 4 5

�D ا��&N ��كاOراءا�$�دل .6� ���� ��D ا�B�A� ا��"�&� �� H�=� 5 4 3 2 1 . وا�'�Gر �K ز

7. 8�<�� ��� "�� �� "���� "�<��� ��� %7�+ � "+��� ������� ��� *���P��.

1 2 3 4 5

��ت ا� .8������� �$�5��ت (�ود�H ز�=�H ا�/Iل ا��Q �.<�!Qا H!R� ا�!5ر(%&� وا�$�ا�D ا�B�A� ا��"�&� ����� �� .

1 2 3 4 5

(You Tube)ا��E�1Eب

9. 59�) �&��� �/�������<�����&���� ��� �0&�����3� "�� �� .�9���� "��J�� . 1 2 3 4 5

10. :��$ 59�) ��� �&��� ����<�� �0&����� "�� ��� "��J�� ��� �0&�����3����&����.

1 2 3 4 5

11. 59�) P��&�����<�� ��)& %&�� .�9������ .�����<��� "��J�� "�� �� �0� 5 %7�+.

1 2 3 4 5

Page 145: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

130

ت

ا�(D)رة

H3ا (Y

[&ة�

H3ا (Y &�� - Y

H3ا

[&ة� Y

H3ا

*�)��� I&�0�� .�)��9&(Mobile App)

12. *�)��� I&�0�� .�)��9&&���� ��+ 4� %3 "�� �� 5 *���&�� � %���. 1 2 3 4 5

13. I&�0�� ��� "���& (� .�)��9&�� ���J&��� "�� �� %3 %7�+ 5 "����<� *���&�*�)���.

1 2 3 4 5

14. "����<� "�� �� 5 %&��� ���� � %���& *�)��� I&�0�� .�)��9&. 1 2 3 4 5

�7��+�� ��� +�&�� 4��(� ��2���

15. "�� �� ��&/� �� %��� ���. 1 2 3 4 5

16. %���&�� �/��� ���)&� "������ "�� �� %�+�&. 1 2 3 4 5

17. *���&�� � %���& %&�� �+�&��� � �<��� .���)�� � "�� P�&& "�� ��"����<� �0�<2� 5 *��<&���.

1 2 3 4 5

18. %&� ��&�� "���& ��� %���� *��� +�&& "�� �� "���� �� ���. 1 2 3 4 5

(^�(%: ��I(<!?Gا #�($Oت ا�(+'I رات ادارة� .2B ا�E<)د ا��ي S^<7 ا?W?�7 )√ (�!$( وZr ا(Uرة :+

8$�ة ا�(D)رة ت yQ1G

yQ1G

�7(H" y

Q1ا8$�ة y

Q1ا

ادارة ����� ا����ن

19. *���&�� .���� *�J � �%� 1� &(� %7��H *��&� �� � ��� "�� �� 23��&%��& (�.

1 2 3 4 5

20. %��& (� *���&�� .���� ���J&��� "�� �� %<2� 5 "2&� .���� 4 �. 1 2 3 4 5

21. 23����<2�%� �+�& .�-�� ��� %���&�� �/���� "�� �� . 1 2 3 4 5

.������ ��

22. *9���� *� �&�� ������ "�� �� �� �0 �&�� %&�� .������ ��� *��� � �/�Q� %��& (� *���&�� .���� ��� "�� ��� "��J�� "���� 5-���� ���J&�� *�J.

1 2 3 4 5

Page 146: The Impact of Using Social Media in Customer Relationship ... · ن The Impact of Using Social Media in Customer Relationship Management performance: A field study on private Jordanian

131

23. %��& (� *���&�� .���� *�J � �0��� *��� %&�� .������� :H�. 1 2 3 4 5

24. %��& (� *���&�� .���� ���J&�� *�J � "��J��� %&������ *����� %���� 1 2 3 4 5

25. � �.������ c�� ��� *��� �#��� *���&�� .���� 5-�� ��� ��J(� "�� �� %��& (�.

1 2 3 4 5

"�� &�(� 26. �0&�-�� �&� %&��� "���)&���� "������ %&��Q� %&� ��� "����<� �� &�& "�� ��

%��& (� *���&�� .���� �� ��<2��� 5.

1 2 3 4 5

27. � %&�� ^������ "����<� "�� &�(� �&�0�-$%��& (� *���&�� .���� �� . 1 2 3 4 5

28.

X����� .��J�� ��� �0� �Q� %&�� .����&�� ��� "����<� "�� &�(� �&�%��& (� *���&�� .���� �� �0��)&� ��-� %&��� �"����&��.

1 2 3 4 5

.2B ا�(>Eد ا��ي S^<7 ا?)$!�) √( W?�7 وZr اU)رة :O$)�#اداء ادارة I'+)ت ا�: را$()

ا�(D)رة ت

Q1ا Gy

8$�ة

Q1ا Gy �7(H" y

Q1ا8$�ة y

Q1ا

"��9�� �# 29. "�� �� 1'/ %3 *� �&�� �- 4'�J&( a��&(�� ���. 1

2

3

4

5

30. "�� �� �0�)& %&�� .��J�� �� �#��� ���. 1

2

3

4

5

31. ��� *���*#3$"�� �� %<2� � "�J . 1

2

3

4

5

"��9�� (� 32. "�� �� 1'/ %3 *� �&��� ��J(� %���. 1

2

3

4

5

33. "�� �� 1'/ %3 .� �� �^J� � *� �&�� �- 4�� ��� ��. 1

2

3

4

5

34. "�� �� 1'/ %3 �&�(� 4��� 1

2

3

4

5