Does Implementation of Customer Relationship Management (CRM) Enhance the Customer Loyalty? An Empirical Research in Banking Sector

Document Type : Research Paper

Authors

1 Head of the Department (Commerce), Trinity College for Women (Arts and Science), Namakkal, Tamilnadu, India

2 Research Scholar (Commerce), Periyar University, Salem, Tamilnadu, India

Abstract

Managing mutual relationship with the customer is a decisive task in every sector. Many earlier research outcomes evidenced this as a major drawback, particularly in the banking industries, as they are not using this asset as a competitive advantage for retaining their customers. Taking this as a core issue, this study concentrates on evaluating the consequence of customer relationship management practices on customer loyalty with 779 respondents who were the clients of public and private sector banks located in India and were selected using simple random sampling technique. Various quantitative techniques were carried out and the results emphasized that the CRM has a positive influence on loyalty through customer knowledge management, customer satisfaction, and customer trust, and all were all found as significant drivers to customer’s trustworthiness. This study recommends bankers to provide reliable services to their customers and make them satisfied, as it is the forerunner for creating loyalty.

Keywords

Main Subjects


Article Title [فارسی]

آیا به کارگیری مدیریت ارتباط با مشتری وفاداری مشتری را بهبود می بخشد؟ یک مطالعه تجربی در حوزه بانکداری

Authors [فارسی]

  • سلوالاکشمی جی 1
  • سوگانتی جی 2
1 رئییس گروه بازرگانی، کالج ترینیتی زنان (هنر و علوم)، ناماکال، تامیلنادو، هند
2 پژوهشگر بازرگانی، دانشگاه پریار، سالم، تامیلنادو، هند
Abstract [فارسی]

مدیریت ارتباط دوطرفه با مشتری مسئله مهمی در هر حوزه است. یافته های بسیاری از تحقیقات پیشین، به خصوص در حوزه بانکداری، این مسئله را به عنوان یک مشکل قلمداد کرده اند، چراکه فعالان این حوزه از این موضوع به عنوان یک مزیت رقابتی برای حفظ مشتریان شان استفاده نمی کنند. با در نظر گرفتن این مسئله به عنوان محور اساسی پژوهش حاضر، ما به دنبال ارزیابی اثرات فعالیت های مدیریت ارتباط به مشتری بر وفاداری 779 مشتری بانکهای بخش دولتی و خصوصی هند بودیم که از طریق نمونه گیری تصادفی ساده انتخاب شده بودند. تکنیک های مختلف تحلیل کمی روی داده های به دست آمده انجام شد و نتایج نشان داد که مدیریت ارتباط با مشتری اثر مثبتی بر وفاداری مشتری از طریق مدیریت دانش مشتری، رضایت مشتری، و اعتماد مشتری به همراه دارد، و تمام این عوامل محرک هایی هستند که به شکلی معنادار بر اعتماد مشتری اثرگذار می باشند. در نهایت این مطالعه به بانکداران توصیه می کند که خدمات پایایی به مشتریان شان ارایه کنند و آنها را راضی نگاه دارند، زیرا این مسئله مقدمه ای برای ایجاد وفاداری در آنهاست.

Keywords [فارسی]

  • مدیریت ارتباط با مشتری
  • مدیریت دانش
  • وفاداری
  • رضایت
  • اعتماد
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