Managing Electronic Customer Relationship that Impacts through the Mediating Role of Relationship Quality and Customer Experience in the Commercial Banking Business
Keywords:
Electronic customer relationship management, Relationship quality, Customer experiences, Customer loyalty, Large commercial banks in the northern regionAbstract
The purposes of the research (1) was to study the opinion level of electronic customer relationship management, relationship quality, customer experience and loyalty (2) to study the Effect of electronic customer relationship management, relationship quality and customer experience on customer toward loyalty and (3) to study the role, correlating and influence of electronic customer relationship management through relationship quality and customer experience leads to loyalty among large commercial banks in the northern region. The samples were collected from the customers who use the service and electronic communication channels of five large commercial banks 522 persons located in the provinces of large economic zones, namely Chiang Mai, Kamphaeng Phet, Nakhon Sawan and Chiang Rai provinces. The data conducted by questionnaires and in-depth interview techniques. Quantitative data was analyzed by descriptive statistics, included frequency, percentage and standard deviation, as well as factor analysis, and structural equation modeling SEM with ADANCO program and Sobel’s Test.
The research results shows that respondents rate the highest truth on parental loyalty, followed by the electronic customer relationship management, relationship quality and customer experience at a high level in all factors.
The results of causal relationships by using structural equations and analyzing the influence variables. It was found that electronic customer relationship management influence the relationship quality and electronic customer relationship management had the most influence on integrated customer experience. Followed by relationship quality influence the loyalty and customer experience influence loyalty. Lastly, electronic customer relationship management had a negative influence the loyalty when indirectly through relationship quality and customer experience. The results of this research will be useful for commercial banks to formulate electronic customer relationship management strategy or as a tool for managing customer-organizational relationships which can be appropriate to the situation and truly estimate customer relationships which will lead to loyalty to the organization.
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Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54(3), 68-81.
Dalir, M., Zarch, M. E., Aghajanzadeh, R., & Eshghi, S. (2017). The Role of e-CRM in the quality of customer-bank relationship. International Academic Journal of Organizational Behavior and Human Resource Management, 4(1), 12-22
Maroofi, F., Darabi, A., & Torabi, J. (2012). Effects of e-CRM on customer–bank relationship quality and results. International Journal of Academic Research in Accounting, Finance and Management Sciences, 2(3), 164-182.
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Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty antecedents in B2C e-Commerce: empirical results from Italian grocery retailers. British Food Journal, 121(2), 574-589
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Gupta, S. and Mittal, A. (2013). Emerging role of information technology in banking sector's development of India. Acme International Journal of Multidisciplinary Research, 1, 61-65.
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Haq, I. U., & Awan, T. M. (2020). Impact of e-banking service quality on e-loyalty in pandemic times through interplay of e-satisfaction. Vilakshan-XIMB J Manage 17: 39–55.
Harrigan, P., Ramsey, E., and Ibbotson, P. (2012). Entrepreneurial marketing in SMEs: the key capabilities of eCRM. Journal of Research in Marketing and Entrepreneurship, 14(1), 40-64.
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764.
Ivanauskiene, N., & Auruskeviciene, V. (2009). Loyalty programs challenges in retail banking industry. Economics and Management, (14), 407-412.
Jai, G., & David, H. (2020). Think your bank is different? You are wrong Right action It's what really sets your bank apart from the rest of the competition, not a clever slogan. Retrieved from: gallup.com/th-th/178115/aspx.
Jaroenwongsak, K. (2016). Decoding mega trends 2020: Opportunities and adaptation of the business sector in the future. Journal of Management Sciences Suratthani Rajabhat University, 3(1), 1-26.
Jarungsri-apisit, S. (2018). Fintech: financial innovation in the digital age. Academic Report: Committee of the Financial Conduct Commission, Finance, Banking and Financial Institutions Office of the Commissioner 1 Secretariat of the House of Representatives.
Joju, J., Vasantha, S., & Manoj, P. K. (2015). E-CRM: A perspective of Urban and Rural Banks in Kerala. International Journal of Recent Advances in Multidisciplinary Research, 2(09), 0786-0791.
Jumaev, M., & Hanaysha, J. R. (2012). Impact of relationship marketing on customer loyalty in the banking sector. Far East Journal of Psychology and Business, 6(4), 36-55.
Kaldeen, M., & Thowfeek, M. H. (2020). Factors favoring electronic customer relationship management (E-CRM). Journal Of Critical Reviews, 7(14), 764-772.
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2021-06-06
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Upong, N., Wingwon, B., & Panphae, P. (2021). Managing Electronic Customer Relationship that Impacts through the Mediating Role of Relationship Quality and Customer Experience in the Commercial Banking Business. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 10(1), 123–141. Retrieved from https://so02.tci-thaijo.org/index.php/apheitvu/article/view/247388
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