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Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry.

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Bibliographic Details
Title: Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry.
Authors: Kumar, Pushpender1 (AUTHOR) pkumar@kmc.du.ac.in, Mokha, Anupreet Kaur2 (AUTHOR) anupreetmokha.6@gmail.com, Pattnaik, Subash Chandra3 (AUTHOR) pattnaik.subash0106@gmail.com
Source: Benchmarking: An International Journal. 2022, Vol. 29 Issue 2, p551-572. 22p.
Subjects: Customer relationship management, Customer experience, Customer satisfaction, Banking industry, Private banks, Structural equation modeling
Geographic Terms: Delhi (India)
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. [ABSTRACT FROM AUTHOR]
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Database: Engineering Source
Description
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. [ABSTRACT FROM AUTHOR]
ISSN:14635771
DOI:10.1108/BIJ-10-2020-0528