Influence of customer relationship management on customer behaviour, a moderating role of social media in bank and financial institutions
by Pramis Baral; Binod Krishna Shrestha
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 12, No. 2, 2019

Abstract: The influence of customer relationship management on customer behaviour is an issue of emerging debate. This study examines the perceived influence of customer relationship management on customer behaviour among 304 bank customers from Nepali bank and financial institutions. This research uses quantitative methodology. This study asserts that customer relationship management has a positive influence on customer behaviour. It is also observed that social media failed to accept the moderating role between customer relationship management and customer behaviour. However, the results confirm the direct relationship of social media with customer behaviour. This research provides invaluable insights to researchers, scholars and bank managers.

Online publication date: Fri, 06-Dec-2019

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