Title: CRM effectiveness and customer satisfaction: moderating role of relationship duration

Authors: Chandrasekaran Padmavathy

Addresses: Marketing Division, VIT Business School, VIT University, Vellore, 632 014, India

Abstract: CRM has been broadly researched by academicians and practitioners over the past few decades since effective CRM bestows substantial benefits to every firm from customer outcomes to financial outcomes. The purpose of this paper is to examine the moderating role of relationship duration between CRM effectiveness (CRME) and customer satisfaction link. The study used survey data of 458 Indian retail-bank customers by convenience sampling procedure. Hierarchical regression analysis shows that relationship duration moderates the effect of CRME on satisfaction. Additionally, the results indicate that experienced customers are more satisfied with the bank than novice customers. The research provides vital implications for bank managers to customise CRM activities based on customer length of relationship. This study is the first attempt to provide empirical evidence for the moderating role of relationship duration between the constructs CRME and customer satisfaction.

Keywords: CRM effectiveness; customer satisfaction; relationship duration; retail banks; India; banking industry; bank customers; customer relationship management.

DOI: 10.1504/IJBEX.2017.081951

International Journal of Business Excellence, 2017 Vol.11 No.3, pp.413 - 424

Received: 08 Sep 2015
Accepted: 25 Oct 2015
Published online: 31 Jan 2017 *

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