文章基本信息

标题：The relationship between e-CRM and customer loyalty:a Kenyan Commercial Bank case study
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作者：Eric E. Mang’unyi ; Oumar T. Khabala ; Krishna K. Govender 等
期刊名称：Banks and Bank Systems
印刷版ISSN：1816-7403
电子版ISSN：1991-7074
出版年度：2017
卷号：12
期号：2
页码：106-115
DOI：10.21511/bbs.12(2).2017.11
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：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 the service features significantly predict loyalty. Thus,enhancing e-CRM practices could be a strategic competitive tool to impact the banks’ relationship with their customers.
关键词：commercial banks;customer relations;electronic services;Kenya.