IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v14y2023i1p1-17.html
   My bibliography  Save this article

The Impact of Customer Relationship Marketing on Customer Loyalty: Evidence From the Banking Sector

Author

Listed:
  • Florinda Zegullaj

    (South East European University, North Macedonia)

  • Jusuf Zeqiri

    (South East European University, North Macedonia)

  • Nail Reshidi

    (University of Pristina, Kosovo)

  • Hyrije Abazi-Alili

    (South East European University, North Macedonia)

Abstract

This study aims to examine the impact of CRM on customer loyalty and to explore relationship marketing accuracy in four dimensions such as trust, communication, commitment, and conflict handling in the banking system. Moreover, it examines the direct and indirect relationships between CRM variables and the mediating role of trust between them. Because most bank-customer interactions are time-varying and dynamic, and there are only a few studies related to CRM in the Albanian banking system, this study tends to contribute further to this field. Random sampling technique was used to collect data from 440 bank customers, who completed a structured questionnaire in Google Forms. Structural equation modelling (SEM) in Smart PLS 4 software was used to analyse the completed questionnaires. The results have revealed that CRM impacts positively and significantly the loyalty of bank customers, thereby supporting all the hypotheses. Moreover, the data analysis showed that trust plays a mediating effect between CRM variables.

Suggested Citation

  • Florinda Zegullaj & Jusuf Zeqiri & Nail Reshidi & Hyrije Abazi-Alili, 2023. "The Impact of Customer Relationship Marketing on Customer Loyalty: Evidence From the Banking Sector," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-17, January.
    • Handle: RePEc:igg:jcrmm0:v:14:y:2023:i:1:p:1-17
    as

    Download full text from publisher

    File URL: https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.332231
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. V. Kumar & Werner Reinartz, 2018. "Customer Relationship Management," Springer Texts in Business and Economics, Springer, edition 3, number 978-3-662-55381-7, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammed Kotan & Ömer Faruk Seymen & Levent Çallı & Sena Kasım & Burcu Çarklı Yavuz & Tijen Över Özçelik, 2025. "A novel methodological approach to SaaS churn prediction using whale optimization algorithm," PLOS ONE, Public Library of Science, vol. 20(5), pages 1-19, May.
    2. Angelovska, Nina, 2021. "Analysis Of Customer Activity, The Importance Of Timing For Effective Marketing Actions: Case Of Group Buying Site, Grouper," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 12(2), pages 156-170.
    3. Faithmercy Wanyi Muthigah & David Kiragu & Anne Sang, 2022. "Effect of human resource capabilities on customer relationship management in private hospitals in Kenya," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(1), pages 42-48, January.
    4. Raed A. M. Iriqat & Mohannad A. M. Abu Daqar, 2017. "The Impact of Customer Relationship Management on Long-term Customers’ Loyalty in the Palestinian Banking Industry," International Business Research, Canadian Center of Science and Education, vol. 10(11), pages 139-147, November.
    5. Nicolas Ricci & Sophie Hooge, 2024. "Caractériser la diversité des processus de création dans les Industries Culturelles et Créatives : une analyse qualitative comparée des régimes de conception créatifs," Post-Print hal-04759786, HAL.
    6. Bachev, Hrabrin & Ivanov, Bojidar & Mitova, Dilyana & Boevski, Ivan & Marinov, Petar & Sarov, Angel & Zvetkova, Daniela & Kostenarov, Krasimir & Vanev, Dimitar, 2021. "Емпирично Изследване На Управлението На Услугите На Агроекосистемите В България [An empirical study of the management of agro-ecosystem services in Bulgaria]," MPRA Paper 105696, University Library of Munich, Germany.
    7. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    8. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    9. Anup Srivastava, 2019. "Improving the measures of real earnings management," Review of Accounting Studies, Springer, vol. 24(4), pages 1277-1316, December.
    10. Julia Wamsler & Denis Vuckovac & Martin Natter & Alexander Ilic, 2024. "Live shopping promotions: which categories should a retailer discount to shoppers already in the store?," OR Spectrum: Quantitative Approaches in Management, Springer;Gesellschaft für Operations Research e.V., vol. 46(1), pages 135-174, March.
    11. Xi Chen & Ralf van der Lans & Michael Trusov, 2021. "Efficient Estimation of Network Games of Incomplete Information: Application to Large Online Social Networks," Management Science, INFORMS, vol. 67(12), pages 7575-7598, December.
    12. Chadi Khneyzer & Zaher Boustany & Jean Dagher, 2024. "AI-Driven Chatbots in CRM: Economic and Managerial Implications across Industries," Administrative Sciences, MDPI, vol. 14(8), pages 1-16, August.
    13. Roy, Sanjit K. & Tehrani, Ali N. & Pandit, Ameet & Apostolidis, Chrysostomos & Ray, Subhasis, 2025. "AI-capable relationship marketing: Shaping the future of customer relationships," Journal of Business Research, Elsevier, vol. 192(C).
    14. Firend Al. R., 2018. "Marketing Strategies of Services and Purchasing Incentives in Asia," GATR Journals jmmr187, Global Academy of Training and Research (GATR) Enterprise.
    15. William A Jackson, 2024. "Dualities in the Organising of Markets," Discussion Papers 24/02, Department of Economics, University of York.
    16. Katarína Gubíniová & Thorsten Robert Moller & Silvia Treľová & Malgorzata Agnieszka Jarossová, 2023. "Loyalty Programmes and Their Specifics in the Chinese Hospitality Industry—Qualitative Study," Administrative Sciences, MDPI, vol. 13(6), pages 1-12, June.
    17. Øystein Daljord & Carl F. Mela & Jason M. T. Roos & Jim Sprigg & Song Yao, 2023. "The Design and Targeting of Compliance Promotions," Marketing Science, INFORMS, vol. 42(5), pages 866-891, September.
    18. Frasquet, Marta & Ieva, Marco & Ziliani, Cristina, 2021. "Online channel adoption in supermarket retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Ologunebi, John, 2023. "An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark," MPRA Paper 119040, University Library of Munich, Germany.
    20. Lamrhari, Soumaya & Ghazi, Hamid El & Oubrich, Mourad & Faker, Abdellatif El, 2022. "A social CRM analytic framework for improving customer retention, acquisition, and conversion," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jcrmm0:v:14:y:2023:i:1:p:1-17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.