The relationship between CRM and customer loyalty: the moderating role of customer trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mirza Mohammad Didarul Alam ◽  
Rashed Al Karim ◽  
Wardha Habiba
Keyword(s):  
Customer Loyalty ◽  
Banking Sector ◽  
Positive Impact ◽  
Customer Engagement ◽  
Customer Knowledge ◽  
Content Type ◽  
Customer Trust ◽  
The Relationship ◽  
Moderating Role

PurposeThe present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context of the baking sector in Bangladesh.Design/methodology/approachData were collected through a survey using a structured questionnaire from 350 customers of commercial banks in Bangladesh.FindingsThe key finding is that all CRM components (customer orientation, customer advocacy and customer knowledge) except customer engagement have positive impact on customer loyalty. Moreover, customer trust only moderates the relationship between customer knowledge and customer loyalty, whereas other CRM components and customer loyalty do not moderate by trust.Originality/valueThe findings of the study add to the substantial pool of knowledge on CRM components, customer trust and customer loyalty literature. More specifically, the moderating role of customer trust between customer knowledge and customer loyalty is the novel contribution of this research which will enrich the existing CRM literature particularly in the banking sector of Bangladesh.

Corporate reputation and retail bank selection: the moderating role of brand image

2019 ◽  
Vol 48 (2) ◽  
pp. 109-127 ◽  
Author(s):  
Bedman Narteh ◽  
Mahama Braimah
Keyword(s):  
Service Provider ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Brand Image ◽  
Retail Banking ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

scholarly journals Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank’s customer loyalty

2019 ◽  
Vol 11 (6) ◽  
pp. 1691-1705 ◽  
Author(s):  
Abror Abror ◽  
Dina Patrisia ◽  
Yunita Engriani ◽  
Susi Evanita ◽  
Yasri Yasri ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Islamic Banks ◽  
Content Type ◽  
Islamic Bank ◽  
Moderating Role

Purpose The purpose of this study is to investigate the influential factors of customer loyalty to Islamic banks, namely, service quality, customer satisfaction, customer engagement and religiosity. Design/methodology/approach This study is a survey of 335 Islamic bank customers in West Sumatra, Indonesia. This research deployed purposive sampling and analyzed the data by using covariance-based structural equation modeling. Findings Service quality has a positive and significant impact on customer satisfaction. Religiosity has a significant and negative moderating impact on the service quality–customer satisfaction relationship. Service quality has no significant influence on customer loyalty. Customer satisfaction is a significant antecedent of customer engagement and loyalty. Finally, customer engagement has a significant and positive effect on customer loyalty. Research limitations/implications This study is a combination of cross-sectional and a single-country case. Accordingly, the results may not be representative of other countries. Similar studies in longitudinal data collection are conducted in other countries (e.g. ASEAN countries), which would therefore be worthwhile. Some antecedents of customer loyalty have been neglected in this study (e.g. customer value co-creation and customer commitment); hence, the future study may investigate those factors. Practical implications By considering these Islamic banks’ antecedents, the Islamic banks might enhance their customer loyalty. Also, this study has revealed the moderating role of religiosity in a loyalty relationship. Therefore, it will give insights for the Islamic bank managers in decision-making. Originality/value This study has revealed the moderating role of religiosity on the link between service quality and customer satisfaction in Islamic banks, which is, to the authors’ knowledge, neglected in the previous studies. The customers with high religiosity will have a higher standard of satisfaction and demand a better service quality than the customers with low religiosity. This study has also examined the relationships between service quality, religiosity, customer satisfaction, customer engagement and loyalty as a whole, which have been limited previously.

The moderating role of environmental munificence on innovativeness in B2B markets

2019 ◽  
Vol 35 (5) ◽  
pp. 795-802
Author(s):  
Misra Cagla Gul
Keyword(s):  
Multiple Regression ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Positive Impact ◽  
Middle Level ◽  
Content Type ◽  
Environmental Munificence ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to understand the relationship between two business orientations, namely, entrepreneurial orientation and market orientation, and innovativeness taking into account the moderating influence of environmental munificence. Design/methodology/approach This is a multiple respondent quantitative study. A total of 312 marketing managers middle level and above from 79 firms participated in the survey. Multiple regression and hierarchical multiple regression was the method of choice for data analysis. Findings Findings indicate that environmental munificence moderates the entrepreneurial orientation – innovativeness relationship. Findings reveal that even though a significant impact of entrepreneurial orientation is not present on innovativeness, this insignificance may be due to environmental munificence. Market orientation has a direct positive impact on innovativeness, and environmental munificence negatively moderates this relationship suggesting that when the environment is less munificent, the market orientation – innovation link becomes stronger. Practical implications Managers should be aware that the more munificent an environment becomes, having an entrepreneurial orientation will be more important for innovativeness. In addition, results of this study suggest that being market oriented more strongly impacts a firm’s ability to innovate in non-munificent environments where growth opportunities are undesirable. Originality/value This study is unique in that it is a multi-respondent study with respondents from different layers of each participating organization, incorporating the moderating impact of the business environment’s munificence on business orientations–innovativeness relationship.

Employee experience and customer loyalty: Perceived authenticity and relational commitment as serial mediators

2020 ◽  
Vol 48 (2) ◽  
pp. 1-10
Author(s):  
Jang Heon Han ◽  
Jin Suk Lee
Keyword(s):  
Customer Loyalty ◽  
Online Survey ◽  
Positive Impact ◽  
Mediating Effects ◽  
Relational Commitment ◽  
Employee Experience ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

We investigated the impact of employee experience on customer loyalty in the hospitality industry, focusing in particular on the serial mediating effects of perceived authenticity and relational commitment, and the moderating role of customer age. To test the proposed conceptual model, we conducted an online survey with 649 participants who had used restaurant services in the past month. Results showed that employee experience exerted a positive impact on customer loyalty. In addition, the relationship between employee experience and customer loyalty was sequentially mediated by perceived authenticity and relational commitment, and the older the customer age, the stronger were the serial mediating effects. Theoretical and practical implications are discussed, and suggestions provided for improving hospitality services.

Should we engage variety seeking customers?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ashish Gupta ◽  
Shivendra Pandey
Keyword(s):  
Customer Satisfaction ◽  
Customer Value ◽  
Structural Equation ◽  
Customer Engagement ◽  
Variety Seeking ◽  
Content Type ◽  
Moderation Effect ◽  
The Relationship ◽  
Moderating Role

Purpose The study aims to examine the moderating role of variety-seeking behaviour between customer engagement and its antecedents (customer satisfaction and customer value). Further, this study also tests the existence of the value-satisfaction-engagement behaviour chain. Design/methodology/approach The perception of 262 respondents was used to examine the hypothesis using the structural equation modelling approach. Findings The moderation effect of variety-seeking behaviour between customer satisfaction and customer engagement was found to be significant. Also, customer satisfaction fully mediated the relationship between perceived value and customer engagement, hence, empirically validating the value-satisfaction-engagement model in the retailing context. Research limitations/implications The findings draw managers' attention towards the segment of consumers who are more likely to be engaged, thus helping managers develop a more efficient and focussed strategy to achieve customer engagement. The result also suggests that variety-seeking buyers may not get engaged even after satisfaction. Originality/value This paper is among the first to empirically test the moderating role of variety-seeking behaviour to achieve customer engagement.

Impact of internal and external CSR on organizational performance with moderating role of culture: empirical evidence from Chinese banking sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdul Waheed ◽  
Qingyu Zhang ◽  
Abaid Ullah Zafar ◽  
Hashim Zameer ◽  
Muhammad Ashfaq ◽  
...  
Keyword(s):  
Organizational Performance ◽  
Banking Sector ◽  
Content Type ◽  
Managerial Implications ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role ◽  
Chinese Banking

PurposeThis study investigates the impact of corporate social responsibility (CSR) on organizational performance, especially competitive performance (CP) along with moderating role of the organizational culture (OC) from the banking sector of China. Drawing on the stakeholder theory, the first goal is to examine the relationships between CSR and organizational CP. Second, the purpose is to evaluate the moderation of OC between the relationship of CSR and CP, respectively.Design/methodology/approachSEM using SmartPLS was majorly engaged to ascertain the relationship and to inquire the assumed hypotheses. The convenience sampling was engaged to collect the data from the Chinese banking market with the help of students, colleagues and personal visits.FindingsThe findings exhibited that CSR both external and internal CSR has significant correlations on organizational CP within banking sector of China. Second, the findings revealed a positive moderation influence of OC between the relationships of CSR and organizational CP. The comprehensive analysis of each factor of CSR on organizational CP was autonomously inspected to understand the insights which ensure that how the incorporation of CSR and OC activities may improve organizational CP.Research limitations/implicationsThis study faces numerous limitations related to sample and geographic locations that assure new work possibilities for researchers across the world.Practical implicationsThis study equips insightful information for management on how organizations can obtain CP by consolidating CSR and OC activities as their more productive strategic tools. This article endows with potential theoretical and managerial implications with empirical addition to concerned literature of OC, CSR and organizational CP.Social implicationsUnderstanding OC and CSR activities can provide interesting and helpful insights for the personnel to perform well within the banking institutes.Originality/valueThe topic of CSR and culture has been known as the evolving concept that is getting strong concern for the researchers. The additional work particularly empirical is yet required to explore the insights on CSR and OC themes worldwide, especially in developing nations.

Is polychronicity a panacea for innovative work behavior among nursing staff? Job embeddedness and moderating role of decentralization

2019 ◽  
Vol 24 (1) ◽  
pp. 173-189 ◽  
Author(s):  
Zahid Yousaf ◽  
Abdul Majid ◽  
Muhammad Yasir
Keyword(s):  
Positive Impact ◽  
Job Embeddedness ◽  
Work Behavior ◽  
Healthcare Sector ◽  
Design Data ◽  
Content Type ◽  
Innovative Work ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to explore how polychronicity enables the possibility for nurses to behave in an innovative way through job embeddedness (JE). The notion of polychronicity remained an unexplored topic, especially in healthcare sector. This paper also investigates the moderating role of decentralization. Design/methodology/approach The study is drawn from a survey research based on a cross-sectional design. Data were collected from 117 doctors (supervisors) and their sub-ordinates (576 nurses) from public sector hospitals. To analyze the relationship among variables, this study used descriptive, correlation and hierarchical multiple-regression approach. Findings Results showed that polychronic behavior of nurses positively affects their innovative work behaviors (IWB). Furthermore, JE acts as a bridge in the relationship of polychronicity and IWB. Moreover, decentralization strengthens the relationship between polychronicity and IWB. Originality/value This research significantly contributes to existing literature by adding new knowledge about the positive impact of polychronicity on IWB. Moreover, this study adds to literature by analyzing the mediating role of JE in the relationship between polychronicity and IWB.

The link between perceived high-performance work practices, employee attitudes and service quality

2018 ◽  
Vol 40 (5) ◽  
pp. 801-821 ◽  
Author(s):  
Panagiotis V. Kloutsiniotis ◽  
Dimitrios M. Mihail
Keyword(s):  
Service Quality ◽  
High Performance ◽  
Banking Sector ◽  
Employee Attitudes ◽  
Equation Modeling ◽  
Employee Outcomes ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

PurposeThe purpose of this paper is to focus on the Greek banking sector and examine the indirect effects of high-performance work systems (HPWS) on service quality. Specifically, this study examines the effects of employees’ perceptions of HPWS on their trust toward their managers, as well as on service quality, through the mediating role of employee outcomes (measured by job satisfaction and affective commitment). In addition, trust is also tested for its role as a potential mediator and moderator in the relationship between HPWS and employee outcomes.Design/methodology/approachPartial least squares structural equation modeling was used on a sample of 350 front-line employees working in the Greek banking sector.FindingsThe findings showed that employee outcomes mediated the relationship between HPWS and service quality. On the other hand, although trust mediated the relationship between HPWS and employee outcomes, no support was found for its moderating effect. Finally, although not included in the initial analysis, trust was found to play a mediating and moderating role in the relationship between HPWS and service quality.Practical implicationsThis study highlights the vital role that a “trusting” work environment has to play on employee attitudes and outcomes. As this study shows, the positive employee behaviors along with their willingness to accept and support organizational goals influence their level of productivity.Originality/valueThis study sheds lights on the mediating and moderating role of trust in the relationship between HPWS, employee outcomes, and service quality. Finally, implications are drawn for organizations, managers, and practitioners.

Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lingyun Guo ◽  
Xiayu Hu ◽  
Jinxuan Lu ◽  
Ling Ma
Keyword(s):  
Theoretical Perspective ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Live Streaming ◽  
Community Members ◽  
Content Type ◽  
Mediating Role ◽  
Customer Trust ◽  
The Relationship

PurposeLive streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi.Design/methodology/approachThe authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling.FindingsThe authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement.Originality/valueFirst, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.

scholarly journals The role of brand love on bank customers' perceptions of corporate social responsibility

2021 ◽  
Vol 39 (1) ◽  
pp. 189-208
Author(s):  
Hayford Amegbe ◽  
Michael D. Dzandu ◽  
Charles Hanu
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Banking Sector ◽  
Loyalty Program ◽  
Brand Love ◽  
Content Type ◽  
Corporate Social ◽  
The Relationship ◽  
Moderating Role

PurposeThe lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) and loyalty (LOY) among bank customers in an emerging/and or a developing country's context.Design/methodology/approachA quantitative survey approach was used. Data from a total of 769 banking customers, containing demographic and psychographic measures were used.FindingsThis study tested six (6) hypotheses. The results confirmed the moderating role of brand respect on the relationship between CSR and TRUS in the banking sector. Also, our results reveal that BLOV moderates the relationship between SAT and LOY. The rest of our hypotheses did not confirm any significant relationship between them.Research limitations/implicationsLike any academic exercise, this study also has some limitations. The hypotheses tested for brand love on bank customers' perceptions of CSR were based on a country study. The implication of brand love for CSR may be the same or vary in different country contexts.Practical implicationsThe study provides managers of banks and managers of financial institutions a better understanding of how love and respect could play a role in their loyalty program and how to incorporate these new constructs into the already known constructs such as satisfaction, trust and loyalty.Originality/valueThis study is unique because it quantitatively examined the relationships between well-researched constructs corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) on loyalty (LOY) as well as examining these constructs with a fairly new constructs brand love (BLOV) and respect (BRES) in a single study.

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