Title: Strategic link of loyalty with CRM, attitude and satisfaction in banking industry

Authors: Sandhyarani Sahoo; Saroj Kumar Sahoo; Bidhu Bhusan Mishra

Addresses: Gangadhar Meher (G.M.) University, Sambalpur, Odisha, India ' Department of Business Administration, Sambalpur University, Sambalpur, Odisha, India ' Sambalpur University, Sambalpur, Odisha, India

Abstract: The main purpose of this study is to identify the important constructs of Customer Relationship Management (CRM), and customer-attitudes, and then to establish a strategic structural relationship of these constructs with customers' satisfaction, and loyalty within banking industry. With the experimental research design, this study uses stratified sampling having sample size of 517. The 4Ts model of CRM and 3Rs model of customers' attitude is proved through Confirmatory Factor Analysis (CFA) and later Structural Equation Modelling (SEM) is used for the structural relationship. Major findings of this study refer that CRM has both direct and indirect positive effects on loyalty of bank-customers, where customer attitude, and customer satisfaction is proved to be the serial mediators. Novelty and implication of this study refers to the evolution of a new theory, the Theory of Relative Loyalty that can be helpful to eradicate poverty by connecting the banks with bottom of the society.

Keywords: customer loyalty; attitude; satisfaction; CRM; bank; SEM; model; theory.

DOI: 10.1504/IJAMS.2024.142366

International Journal of Applied Management Science, 2024 Vol.16 No.4, pp.414 - 435

Received: 30 Jul 2023
Accepted: 28 Feb 2024
Published online: 25 Oct 2024 *

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