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

Author

Listed:
  • 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)

Abstract

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
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