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

Oumar Timothy K., Mang’Unyi Eric E., Govender Krishna K. () and Rajkaran Sookdhev
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Oumar Timothy K.: Jesuit Historical Institute in Africa, Nairobi, Kenya
Mang’Unyi Eric E.: Walter Sisulu University, Mthatha, South Africa
Govender Krishna K.: University of KwaZulu-Natal, Pietermaritzburg, South Africa
Rajkaran Sookdhev: Walter Sisulu University, Mthatha, South Africa

Management & Marketing, 2017, vol. 12, issue 4, 674-696

Abstract: 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 customers of a major Kenyan commercial bank, and analysed using structural equation and multiple regression modelling. The findings reveal that there is a positive relationship between e-CRM and e-customers’ loyalty. The e-CRM features at all three stages of an electronic transaction cycle namely, pre-service, during-service and after-service, significantly influence the e-customers’ loyalty in the banking sector. Thus, to capitalize on the range of benefits that emanate from the use of e-CRM, continued review and enhancement of marketing strategies is needed, so as to achieve e-customers’ loyalty particularly, at the post-service stage. Kenyan commercial bank managers should focus on customer satisfaction specifically at post-service stage, to increase their ecustomers’ loyalty.

Keywords: Customer loyalty; e-CRM; Service satisfaction; Relationship management; Relationship marketing; On-line Banking; Banking industry (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:12:y:2017:i:4:p:674-696:n:9

DOI: 10.1515/mmcks-2017-0039

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