Impact of Bank’s Customer Relationship Management on Customer Satisfaction and Loyalty of SMEs: The Moderating Role of Advisory Services and Capacity Building

Genevieve Pearl Duncan Obuobi, Fred A. Yamoah and Adnan ul Haque ()
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Genevieve Pearl Duncan Obuobi: Tarragon Edge Ltd
Fred A. Yamoah: Birkbeck, University of London
Adnan ul Haque: Yorkville University

A chapter in Corporate Management Ecosystem in Emerging Economies, 2023, pp 185-211 from Springer

Abstract: Abstract The aim of this study was to investigate how customer relationship management (CRM)—encompassing customer focus, knowledge management, CRM organization, and technology use—impacts customer satisfaction and loyalty. Additionally, the study explored the relationship between customer satisfaction and loyalty and evaluated the role of advisory services and capacity building in moderating the relationship between CRM and customer satisfaction, as well as the moderating role of trust in the relationship between customer satisfaction and loyalty. The study employed a mixed-methods approach, with a sample of 500 respondents selected using a purposive sampling method. The findings revealed that CRM is positively correlated with customer satisfaction, and that customer satisfaction is also positively related to customer loyalty. Furthermore, capacity building moderated the relationship between CRM and customer satisfaction, while trust moderated the relationship between customer satisfaction and loyalty. The study recommends that banks prioritize a customer-centric strategy with a focus on offering advisory services and capacity building to attract, groom, and retain corporate customers. Additionally, banks must engage with SMEs to better understand their needs and translate customer data into service delivery to achieve greater customer satisfaction.

Keywords: CRM; Advisory services; Capacity building; Customer satisfaction; Customer loyalty and trust (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-41578-4_11

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DOI: 10.1007/978-3-031-41578-4_11

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