Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector

Purpose – The main purpose of this paper is to develop a conceptual framework that explains the influence of Customer Relationship Strategy on the customer satisfaction and loyalty of Malaysia Banks.Design/methodology/approach – This paper adopts qualitative method of reviewing related literature...

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Main Authors: Salimon, Maruf Gbadebo, Yusoff, Rushami Zien, Abdullateef, Aliyu Olayemi
Format: Conference or Workshop Item
Language:English
Published: 2013
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Online Access:http://repo.uum.edu.my/16347/1/6.pdf
http://repo.uum.edu.my/16347/
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spelling my.uum.repo.163472016-04-19T02:15:39Z http://repo.uum.edu.my/16347/ Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector Salimon, Maruf Gbadebo Yusoff, Rushami Zien Abdullateef, Aliyu Olayemi HB Economic Theory Purpose – The main purpose of this paper is to develop a conceptual framework that explains the influence of Customer Relationship Strategy on the customer satisfaction and loyalty of Malaysia Banks.Design/methodology/approach – This paper adopts qualitative method of reviewing related literatures.Findings – Evidences from the extant literatures have suggested that effective implementations of the five dimensions of CRM (Customer Orientation, CRM Organization, Knowledge Management, Technology Based CRM and Customer Involvement) will positively affect customer satisfaction and lead to loyalty within the banking industry.Research limitations/implications – The major limitation of this work is that it is qualitative and thereby requires empirical data to support the model that is presented. Practical implications – This paper practically suggests that for banks to gain satisfaction and loyalty of their customers, they must monitor level of customer trust through proper integration of CRM application.Originality/value – This paper primarily conceptualizes a measurement model that would assist in determining the impacts of CRM on customer satisfaction and loyalty of banks.It is the first study that incorporates customer involvement dimension along other four CRM dimensions that was developed by Sin et al (2005). It also considers trust as a moderating variable between satisfaction and loyalty. 2013-12-11 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/16347/1/6.pdf Salimon, Maruf Gbadebo and Yusoff, Rushami Zien and Abdullateef, Aliyu Olayemi (2013) Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector. In: Conference on Business Management Research 2013, December 11, 2013, EDC, Universiti Utara Malaysia, Sintok.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Salimon, Maruf Gbadebo
Yusoff, Rushami Zien
Abdullateef, Aliyu Olayemi
Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
description Purpose – The main purpose of this paper is to develop a conceptual framework that explains the influence of Customer Relationship Strategy on the customer satisfaction and loyalty of Malaysia Banks.Design/methodology/approach – This paper adopts qualitative method of reviewing related literatures.Findings – Evidences from the extant literatures have suggested that effective implementations of the five dimensions of CRM (Customer Orientation, CRM Organization, Knowledge Management, Technology Based CRM and Customer Involvement) will positively affect customer satisfaction and lead to loyalty within the banking industry.Research limitations/implications – The major limitation of this work is that it is qualitative and thereby requires empirical data to support the model that is presented. Practical implications – This paper practically suggests that for banks to gain satisfaction and loyalty of their customers, they must monitor level of customer trust through proper integration of CRM application.Originality/value – This paper primarily conceptualizes a measurement model that would assist in determining the impacts of CRM on customer satisfaction and loyalty of banks.It is the first study that incorporates customer involvement dimension along other four CRM dimensions that was developed by Sin et al (2005). It also considers trust as a moderating variable between satisfaction and loyalty.
format Conference or Workshop Item
author Salimon, Maruf Gbadebo
Yusoff, Rushami Zien
Abdullateef, Aliyu Olayemi
author_facet Salimon, Maruf Gbadebo
Yusoff, Rushami Zien
Abdullateef, Aliyu Olayemi
author_sort Salimon, Maruf Gbadebo
title Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
title_short Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
title_full Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
title_fullStr Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
title_full_unstemmed Does customer relationship strategy influence customer satisfaction and loyalty?: Evidence from Malaysia banking sector
title_sort does customer relationship strategy influence customer satisfaction and loyalty?: evidence from malaysia banking sector
publishDate 2013
url http://repo.uum.edu.my/16347/1/6.pdf
http://repo.uum.edu.my/16347/
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score 13.144533