IDEAS home Printed from
   My bibliography  Save this article

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study


  • Oumar Timothy K.

    (Jesuit Historical Institute in Africa, Nairobi, Kenya)

  • Mang’Unyi Eric E.
  • Rajkaran Sookdhev

    (Walter Sisulu University, Mthatha, South Africa)

  • Govender Krishna K.

    () (University of KwaZulu-Natal, Pietermaritzburg, South Africa)


This article scaffolds on customer relationship management (CRM) theory and explores the association between electronic CRM (e-CRM) and electronic customer’s (e-customer) electronic loyalty (e-loyalty) in the banking sector. By using a survey design, data was collected from a convenience sample of customers of a major Kenyan commercial bank, and analysed using structural equation and multiple regression modelling. The findings reveal that there is a positive relationship between e-CRM and e-customers’ loyalty. The e-CRM features at all three stages of an electronic transaction cycle namely, pre-service, during-service and after-service, significantly influence the e-customers’ loyalty in the banking sector. Thus, to capitalize on the range of benefits that emanate from the use of e-CRM, continued review and enhancement of marketing strategies is needed, so as to achieve e-customers’ loyalty particularly, at the post-service stage. Kenyan commercial bank managers should focus on customer satisfaction specifically at post-service stage, to increase their ecustomers’ loyalty.

Suggested Citation

  • Oumar Timothy K. & Mang’Unyi Eric E. & Rajkaran Sookdhev & Govender Krishna K., 2017. "Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study," Management & Marketing, Sciendo, vol. 12(4), pages 674-696, December.
  • Handle: RePEc:vrs:manmar:v:12:y:2017:i:4:p:674-696:n:9

    Download full text from publisher

    File URL:
    Download Restriction: no


    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:vrs:manmar:v:12:y:2017:i:4:p:674-696:n:9. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Peter Golla). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.