Title: The mediating role of technology innovation in the relationship between customer relationship management and customer loyalty, a case of Kuwaiti banking industry

Authors: Faraj Mazyed Faraj Aldaihani; Noor Azman Bin Ali

Addresses: Department of Marketing, School of Business and Economics (AACSB Accredited), University Putra Malaysia (UPM), Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia ' Department of Marketing, School of Business and Economics (AACSB Accredited), University Putra Malaysia (UPM), Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia

Abstract: This study examines the mediating role of technology innovation in the relationship between customer relationship management (CRM) and customer loyalty in Kuwait's local banks. The study also investigates the impact of CRM practices such as information sharing, customer involvement, knowledge management and technology based-CRM on customer loyalty in the Kuwaiti local banks. Using the convenience-sampling technique, 433 useful questionnaires were collected from the 460 distributed questionnaires in the survey. The collected data were analysed using AMOS to test the hypotheses that show a significant mediating effect of the technology innovation in the relationship between the CRM practices and customer loyalty. The study also identifies the significant or moderate impact of different CRM practices on customer loyalty in Kuwait's case of local banks. The discussion, implications and limitations and direction for future research have been discussed.

Keywords: technology innovation; customer relationship management; CRM; customer loyalty; banks; Kuwait.

DOI: 10.1504/IJBIR.2023.128589

International Journal of Business Innovation and Research, 2023 Vol.30 No.2, pp.218 - 239

Received: 16 Jul 2020
Accepted: 13 Jan 2021
Published online: 27 Jan 2023 *

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