THE IMPACT OF THE APPLICATION OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT ON REPUTATION MANAGEMENT IN TELECOMMUNICATIONS COMPANIES IN JORDAN

and heads of departments who work in the information technology departments in the three companies, a total of (40). According to the statistical tables, the sampling unit reached (36), two were excluded because they were not valid and (34) remained. A questionnaire was designed to collect data from Sampling unit, and its validity and reliability were tested. The study used the descriptive analytical research method to test the results of the study in terms of describing its variables and the level of its existence using descriptive statistics methods. As for the study hypotheses, it was done using inferential statistics methods such as simple and multiple regression. The study reached the following prominent results1. The application of the electronic customer relationship management achieved high levels with all its components (acquisition, retention and expansion) in telecommunications companies in Jordan, the highest of which came to retain and the lowest for acquisition.2. The reputation management has achieved high levels with all its components (emotional attraction, products and services, physical work environment, financial performance, leadership and vision, and social responsibility) in telecommunications companies in Jordan. The highest was for social responsibility and the lowest for financial performance.3. The average impact of applying the electronic customer relationship management (with its combined components) on reputation management (with its combined components) in telecommunications companies in Jordan, where the correlation coefficient was (63.6%)4. There is an outcome of retaining customer relationships electronically on emotional attraction with telecommunications companies in Jordan, which indicates the need for emotional attraction to retain customers with telecommunications companies as a useful basis for successful competition between them in the long term and the importance of customers as a supportive basis for survival and achieving profitability.5. There is a significant impact of the expansion of customers electronically on the financial performance of telecommunications companies in Jordan. This indicates companies' eagerness to expand with more customers electronically because it is hoped to increase the market share and their reflection on the financial performance of competing companies.6. There is no impact of the application of electronic customer relationship management on social responsibility in telecommunications companies in Jordan, the impact may be attributed to other factors that were not discussed in the study, despite the apparent interest of telecommunications companies in social responsibility.Based on the results of the study, it recommends the following:1. Communications companies continue to implement electronic customer relationship management and to continuously enhance their levels and strategies to keep abreast of developments in knowledge management and information technology developments.ISSN- 2394-5125 VOL 7, ISSUE 19, 2020 30852. Reinforcement of telecom companies to manage reputation due to their clear reflection of strategic marketing directions and keeping abreast of modern marketing concepts.3. Give leadership and vision the importance they deserve to achieve better levels of excellence in reputation management in the aforementioned companies4. Activating the customer retention process for its apparent impact on reputation management in telecom companies, as it is one of the components of its intellectual capital5. Continue to acquire more customers electronically because of its apparent impact on reputation management financially in the research companies