Moderating role of customer empowerment on the relationship between CRM approaches and customer loyalty in banking industry of Kuwait Online publication date: Mon, 05-Aug-2024
by Faraj Mazyed Faraj Aldaihani
International Journal of Business Excellence (IJBEX), Vol. 33, No. 3, 2024
Abstract: This study aimed to examine the moderating role of customer empowerment on the relationship between customer relation management (CRM) approaches and customer loyalty in banking industry of Kuwait. The data collection of the study was done through the survey strategy from the sample selected based on convenience sampling strategy. The collected data from 414 respondents were analysed through the SEM-AMOS. The results show that the CRM approaches such as information sharing, customer involvement, knowledge management and technology-based CRM have significant impact on customer loyalty in the case of Kuwaiti banking industry. However, the study has identified no moderating role of customer empowerment on the relationship between customer relation management (CRM) approaches and customer loyalty in banking industry of Kuwait. Discussions and implications of the study have been outlined.
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