Managing Electronic Customer Relationship that Impacts through the Mediating Role of Relationship Quality and Customer Experience in the Commercial Banking Business

Authors

  • Nanthanart Upong
  • Boonthawan Wingwon Program in Management, Faculty of Management Science, Lampang Rajabhat University
  • Associated Professor Dr.Pichaphob Panphae Business Administration, Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna

Keywords:

Electronic customer relationship management, Relationship quality, Customer experiences, Customer loyalty, Large commercial banks in the northern region

Abstract

          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.

Author Biographies

Boonthawan Wingwon, Program in Management, Faculty of Management Science, Lampang Rajabhat University

Dr. Boonthawan Wingwon

Associated Professor of Doctor of Philosophy Program in Management,

Faculty of Management Science, Lampang Rajabhat University

E-mail: Boonthawan2009@gmail.com; Phone: 081-882-3465

Dr. Pichaphob Panphae

Associated Professor, Director of Master of Business Administration Program in Business Administration,Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna

E-mail: pichaphob.pla@gmail.com; Phone: 065-056-5988

Associated Professor Dr.Pichaphob Panphae, Business Administration, Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna

Dr. Pichaphob Panphae

Associated Professor, Director of Master of Business Administration Program in Business Administration, Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna

E-mail: pichaphob.pla@gmail.com; Phone: 065-056-5988

 

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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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