Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

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...

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Bibliographic Details
Main Authors: Oumar Timothy K., Mang’Unyi Eric E., Govender Krishna K., Rajkaran Sookdhev
Format: Article
Language:English
Published: Sciendo 2017-12-01
Series:Management şi Marketing
Subjects:
customer loyalty
e-crm
service satisfaction
relationship management
relationship marketing
on-line banking
banking industry
Online Access:https://doi.org/10.1515/mmcks-2017-0039

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