Examining the Interconnections Between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty

Abstract

This study examines the impact of electronic customer relationship management (E-CRM) on customer loyalty through the mediating effects of customer experience and customer satisfaction in the context of the banking industry. Customer experience and customer satisfaction are considered to be pre-requisite tools for improving and enhancing long-lasting relationships with customers. The study has adopted Stimulus-Organism-Response (S-O-R) model as theoretical support to examine the relationships. To achieve the objectives, the data was gathered from 836 banks’ customers of India. The data was then analyzed using structural equation modeling (SEM) through AMOS. The results revealed that all the relationships were found to be significant and positive and also customer experience and customer satisfaction proved to be mediators on the relationship between E-CRM and customer loyalty. Thus, these empirical results will have both theoretical and managerial implications which will further provide useful insights to the bank managers to improve their long-term relationships with the customers.

Examining the Influence of Customer Relationship Management and Innovation Capability on the Performance of Small and Medium Scale Enterprises: Content Analysis and Partial Least Square Approach

“…The result also highlights the significance of a dynamic capacity view (DCV). The association between customer relationship management and innovation capabilities has minimal empirical support (Migdadi, 2020), but it is well recognized that these two factors are related to other outcomes, customer satisfaction (Nguyen et al, 2020), performance (Alawiyah & Humairoh, 2017), customer loyalty (Mokha & Kumar, 2022), and commitment (Fauziyyah & Khaunsna, 2022). In view of the current study, which reveals the role of innovation capability in customer relationship management and SME performance, the need to create new products, markets, and processes are important factors that determine the creativity and innovation of an entrepreneur (Gontur, Davireng & Gadi, 2016).…”

Mediating Roles of Customer Engagement and Satisfaction in the Connection Between E-Retail Customer Experience and Loyalty

“…A positive experience will increase CL and CE and motivate them to utilize the business' services again, while a negative one will make them switch to a rival. The results demonstrated that CE is significantly impacted by CX [39].…”

Statistical learning approaches to sentiment analysis in the Nigerian banking context

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