The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study

• Main Authors: Eric E. Mang’unyi, Oumar T. Khabala, Krishna K. Govender
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2017-07-01
• Series: Banks and Bank Systems
• Subjects: commercial banks; customer relations; electronic services; Kenya
• Online Access: https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8917/BBS_2017_02_Mangunyi.pdf

Since customer loyalty is key, especially in the highly competitive commercial banking environment, this article evaluated the effects of features of electronic customer relationship management (e-CRM) on customer loyalty. Using a cross-sectional survey design, data were collected from a convenience sample of customers of a major international Kenyan bank using self-administered questionnaires. The findings based on correlation and multiple regression analyses, revealed that pre-service, during (the) service and post transactional e-CRM features have a positive and significant relationship with loyalty, and that the pre-service and during service features significantly predict loyalty. Thus, enhancing e-CRM practices could be a strategic competitive tool to impact the banks’ relationship with their customers.