Customer Relationship Management Scale for Video Games’ Players: Exploratory and Ordinal Factor Analysis

Gisela Demo, Leonardo Batelli, Pedro Albuquerque

Resumo


Customer Relationship Management (CRM) turns out to be a relevant source of competitive advantage in a highly competitive scenario, as in the video game’s industry. Thereby, the main objective of this study is to develop and validate a scale to assess players’ perceptions regarding aspects they consider relevant in their relationship with Nintendo Wii games, the world’s market leader in the video game’s industry. We conducted a qualitative and quantitative study with 493 subjects using both exploratory and ordinal factor analysis to compare the results. We’ve also assessed the influence of some demographics (age, gender, and frequency of playing) on players’ perceptions concerning their relationship with video games, specifically Nintendo Wii games. The results of both factor analyzes were pretty similar and the scale showed good psychometric parameters. This research is a starting point to provide a comprehensive valid measure of CRM based on customers’ perspectives regarding video games. As practical implications, the CRM scale for video games may be used as an important diagnostic tool for Nintendo as well as for companies that develop electronic games in general. Moreover, it contributes to the deepening of studies on CRM measures for the business-to-consumer (B2C) market, still scarce on the marketing literature. 

Palavras-chave


customer relationship management (CRM); video games; scale validation; exploratory factor analysis (EFA); ordinal factor analysis (OFA)

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DOI: http://dx.doi.org/10.15603/1982-8756/roc.v11n22p285-312

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Revista Organizações em Contexto (ROC) - Programa de Pós-Graduação em Administração - PPGA - Faculdade de Administração e Economia - FAE - Universidade Metodista de São Paulo - UMESP.

ISSN Versão Eletrônica 1982-8756

ISSN Versão Impressa 1809-1040 (2005-2008)

Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial 4.0 Internacional.