Validation of a CRM scale for the B2C market: exploratory factor analysis


  • Gisela Demo Professor at Management Graduate Program, University of Brasilia


customer relationship management (CRM), business-to-consumer market (B2C), scale validation, exploratory factor analysis


The main objective of this study was to develop and validate in the United States a reliable and valid scale for Customer Relationship Management (CRM) in the business-to-consumer (B2C). An American sample (N=210) was collected online using MTurk in order to ensure the presence of a broad variety of American customers. The result was a one-factor model with high reliability and good fit. This research is a starting point to provide a comprehensive valid measure of customer relationship management based on customers’ perspectives. As practical implications, the one-factor model can be used as a diagnostic tool to identify aspects in CRM where specific improvements are needed. Also, it can be used as an instrument of evaluation to help managers better understand how to meet client’s needs in order to deliver high-value products and services developing a long-term and profitable


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How to Cite

Demo, G. (2014). Validation of a CRM scale for the B2C market: exploratory factor analysis. Brazilian Journal of Operations & Production Management, 10(2), 67–78. Retrieved from