Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study
In: Management şi Marketing, Jg. 12 (2017), Heft 4, S. 674-696
Online
academicJournal
Zugriff:
This article scaffolds on customer relationship management (CRM) theory and explores the association between electronic CRM (e-CRM) and electronic customer’s (e-customer) electronic loyalty (e-loyalty) in the banking sector. By using a survey design, data was collected from a convenience sample of customers of a major Kenyan commercial bank, and analysed using structural equation and multiple regression modelling. The findings reveal that there is a positive relationship between e-CRM and e-customers’ loyalty. The e-CRM features at all three stages of an electronic transaction cycle namely, pre-service, during-service and after-service, significantly influence the e-customers’ loyalty in the banking sector. Thus, to capitalize on the range of benefits that emanate from the use of e-CRM, continued review and enhancement of marketing strategies is needed, so as to achieve e-customers’ loyalty particularly, at the post-service stage. Kenyan commercial bank managers should focus on customer satisfaction specifically at post-service stage, to increase their ecustomers’ loyalty.
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Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study
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Autor/in / Beteiligte Person: | Oumar Timothy K. ; Mang’Unyi Eric E. ; Govender Krishna K. ; Sookdhev, Rajkaran |
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Zeitschrift: | Management şi Marketing, Jg. 12 (2017), Heft 4, S. 674-696 |
Veröffentlichung: | Sciendo, 2017 |
Medientyp: | academicJournal |
ISSN: | 2069-8887 (print) |
DOI: | 10.1515/mmcks-2017-0039 |
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