An empirical research of consumers' trust propensity in CRM successes

Recently companies use CRM strategy to make themselves and their products different from competitors. Consumers do not access the entire information for evaluating the main purpose of company's CRM campaign, as a result, trust propensity may play an important role regarding CRM success. Since different cultures are varied in their level of trust, the study is going to show how trust propensity affects the CRM successes, tactically and strategically as the main aim of the study. The empirical study is carried out by questionnaire in Iran. Our hypotheses are tested by using correlation analysis and structural equation mode ling (SEM). The results show that consumer's trust propensity has a direct as well as an indirect effect on the tactical success of CRM (Purchase intention) while regarding strategic success (brand image), the positive relationship between trust propensity and brand image has been fully mediated by ad skepticism. Based on our results, implications for both research and practice are discussed.