Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study
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 c...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2017-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.1515/mmcks-2017-0039 |
| _version_ | 1818518106997260288 |
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| author | Oumar Timothy K. Mang’Unyi Eric E. Govender Krishna K. Rajkaran Sookdhev |
| author_facet | Oumar Timothy K. Mang’Unyi Eric E. Govender Krishna K. Rajkaran Sookdhev |
| author_sort | Oumar Timothy K. |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T01:05:33Z |
| format | Article |
| id | doaj.art-4daa171035dd49dba6ba1b1d81b9be85 |
| institution | Directory Open Access Journal |
| issn | 2069-8887 |
| language | English |
| last_indexed | 2024-12-11T01:05:33Z |
| publishDate | 2017-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Management şi Marketing |
| spelling | doaj.art-4daa171035dd49dba6ba1b1d81b9be852022-12-22T01:26:11ZengSciendoManagement şi Marketing2069-88872017-12-0112467469610.1515/mmcks-2017-0039mmcks-2017-0039Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case studyOumar Timothy K.0Mang’Unyi Eric E.1Govender Krishna K.2Rajkaran Sookdhev3Jesuit Historical Institute in Africa, Nairobi, KenyaWalter Sisulu University, Mthatha, South AfricaUniversity of KwaZulu-Natal, Pietermaritzburg, South AfricaWalter Sisulu University, Mthatha, South AfricaThis 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.https://doi.org/10.1515/mmcks-2017-0039customer loyaltye-crmservice satisfactionrelationship managementrelationship marketingon-line bankingbanking industry |
| spellingShingle | Oumar Timothy K. Mang’Unyi Eric E. Govender Krishna K. Rajkaran Sookdhev Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study Management şi Marketing customer loyalty e-crm service satisfaction relationship management relationship marketing on-line banking banking industry |
| title | Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study |
| title_full | Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study |
| title_fullStr | Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study |
| title_full_unstemmed | Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study |
| title_short | Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study |
| title_sort | exploring the e crm e customer e loyalty nexus a kenyan commercial bank case study |
| topic | customer loyalty e-crm service satisfaction relationship management relationship marketing on-line banking banking industry |
| url | https://doi.org/10.1515/mmcks-2017-0039 |
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