Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry
Benchmarking: An International Journal
ISSN: 1463-5771
Article publication date: 27 May 2021
Issue publication date: 10 February 2022
Abstract
Purpose
The purpose of this paper was to examine the relationship between electronic customer relationship management (E-CRM) and customer satisfaction through the mediating role of customer experience in the banking industry.
Design/methodology/approach
The data were collected from customers of 10 banks (5 public and 5 private sector banks) of Delhi, India. In total, 836 useable structured questionnaires were filled, and the data were analyzed using structural equation modeling (SEM) through AMOS.
Findings
The results revealed that customer experience mediated the relationship between E-CRM and customer satisfaction confirming well with the hypothesized model.
Research limitations/implications
The model was tested in the domain of banking industry; future results may be conducted in different domains for improving generalizability. A comparative study between public and private sector banks in terms of E-CRM, customer experience and customer satisfaction could also be conducted.
Originality/value
The study was the first to unequivocally analyze the influence of the E-CRM on customer satisfaction through customer experience in the banking industry. The study also introduced stimulus-organism-response (S-O-R) model as a theoretical support to associate E-CRM to customer satisfaction through customer experience. Thus, this study will enhance the current knowledge base and will also aid E-CRM managers amid decision-making process.
Keywords
Citation
Kumar, P., Mokha, A.K. and Pattnaik, S.C. (2022), "Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry", Benchmarking: An International Journal, Vol. 29 No. 2, pp. 551-572. https://doi.org/10.1108/BIJ-10-2020-0528
Publisher
:Emerald Publishing Limited
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