Title: Linking electronic customer relationship management and customer loyalty through serial mediation of customer experience and customer satisfaction

Authors: Anupreet Kaur Mokha; Pushpender Kumar

Addresses: Sri Guru Tegh Bahadur Khalsa College, University of Delhi, Delhi, India ' Kirori Mal College, University of Delhi, Delhi, India

Abstract: Despite the growing significance of electronic customer relationship management (E-CRM) and its influence on consumer behaviours, there remains a scarcity of studies investigating the underlying mechanisms necessary for enhancing customer loyalty. In light of this gap, this study is a foremost study that aims to investigate a comprehensive model that examines the relationship between E-CRM and customer loyalty, employing the serial mediation of customer experience and customer satisfaction. Data was collected from 836 bank customers utilising E-CRM services provided by their banks. The findings indicate that E-CRM plays a vital role in fostering customer loyalty through the serial mediation of customer experience and customer satisfaction. The study will aid banks in establishing closer connections with their customers by targeting their specific needs and delivering value-added services, all while actively engaging through feedback to enhance customer service.

Keywords: E-CRM; customer experience; customer satisfaction; customer loyalty; serial mediation; banking industry; SEM.

DOI: 10.1504/IJECRM.2024.138642

International Journal of Electronic Customer Relationship Management, 2024 Vol.14 No.2, pp.103 - 127

Accepted: 26 Jul 2023
Published online: 22 May 2024 *