دانلود رایگان مقاله انگلیسی وفاداری مشتری و رضایت مشتری بانک: تأثیر مدیریت ارتباط با مشتری الکترونیکی مجازی - امرالد 2017

Abstract

Purpose – The purpose of this article is to investigate the mediating role of customer satisfaction (CS) in the electronic customer relationship management (e-CRM) and customer’s loyalty (CL) relationship, using data from the customers of one of the largest retail banks in Kenya. Design/methodology/approach – Using survey mode, the study was administered to 90 samples (of which 78 were returned and usable), with data analysed using exploratory factor analysis (EFA) to determine scale validity, and path analysis and multiple regression modelling to test hypotheses. Findings – This study revealed that the interaction between e-CRM transaction features and CS was statistically significant and predicted CL however, the interaction did not significantly account for more variance than just e-CRM features and CS. The path analysis revealed a lack of potential significant mediation effects of CS on the relationship between e-CRM and CL. Research limitations/implications – Although this research may have sampling limitations and also that the model fit is confined in a single bank/service industry, the estimated model was reasonable enough and has the potential of being repeated in future studies. Originality/value – The principle contribution of the present research is it supplies unique learning to bank managers and scholars alike through conceptualising and subsequently empirically verifying the path e-CRM and e- loyalty via CS, and that CS does not mediate the relationship between the aforementioned constructs. By investigating the e-CRM practices of an existing case study, it provides insights of the issue and compare to literature, therefore supplying a thorough and detailed analysis to understand the phenomenon under investigation valuable for banking sector.

Conclusions, suggestions and limitations

While not much literature exists on the relationship between e-CRM and customer loyalty, the possible role of customer satisfaction as a moderating variable appears to have received lesser attention among academic researchers. Building customer loyalty remains a vital strategy for the stability and success of banks in current highly competitive and turbulent markets. Our study has found that with respect to the bank customers, customer satisfaction does not moderate the relationship of e-CRM transactions features and customer loyalty. We conclude that though customers may be loyal to the bank, it does not necessarily imply that their satisfaction with the service is high. Other factors such as knowledge may be at play since research (Wang, Wang and Chieh, 2016), has shown that increased customer knowledge level is likely to cause a switch in service brand rather than make them loyal.

This finding calls for more in-depth studies to confirm or otherwise refute the findings, which would represent a significant contribution to our understanding of interrelationships between the three constructs. It is also factual that e-CRM is an emerging concept in the marketing literature, and together with other related concepts, has increasingly played a key role in services marketing, and have a significant impact on the long-term competitiveness of firms. The results emphasize upon the significance of e-CRM as a contributor to e-loyalty providing insights to this phenomenon while corroborating with the propositions of academicians and researchers. The implication for management is the important effect of e-CRM on CS. There is need to understand different dimensions of e-CRM (at different stages of the transaction cycle) with their impact on CS and e-loyalty especially in new and/or emerging markets to build and achieve competitive advantage in an increasingly competitive banking sector faced with reduced profits. An understanding of these dimensions could assist the management advance effective marketing plans to increase loyalty. The resultant model highlights to bank managers where they can focus more by distributing any available resources efficiently while strengthening their e-CRM to attract/acquire new, retain existing customers and to an extent doing away with less profitable ones (Sujitha & Johnson, 2017). Furthermore,