<abstract xmlns="http://www.w3.org/1999/xhtml"><p> This article scaffolds on customer relationship management (CRM) theory and explores the association between electronic CRM (e-CRM) and electronic customer’s (e-customer) electronic loyalty (e-loyalty) in the banking sector. By using a survey design, data was collected from a convenience sample of customers of a major Kenyan commercial bank, and analysed using structural equation and multiple regression modelling. The findings reveal that there is a positive relationship between e-CRM and e-customers’ loyalty. The e-CRM features at all three stages of an electronic transaction cycle namely, pre-service, during-service and after-service, significantly influence the e-customers’ loyalty in the banking sector. Thus, to capitalize on the range of benefits that emanate from the use of e-CRM, continued review and enhancement of marketing strategies is needed, so as to achieve e-customers’ loyalty particularly, at the post-service stage. Kenyan commercial bank managers should focus on customer satisfaction specifically at post-service stage, to increase their ecustomers’ loyalty.</p></abstract>

This article scaffolds on customer relationship management (CRM) theory and explores the association between electronic CRM (e-CRM) and electronic customer’s (e-customer) electronic loyalty (e-loyalty) in the banking sector. By using a survey design, data was collected from a convenience sample of customers of a major Kenyan commercial bank, and analysed using structural equation and multiple regression modelling. The findings reveal that there is a positive relationship between e-CRM and e-customers’ loyalty. The e-CRM features at all three stages of an electronic transaction cycle namely, pre-service, during-service and after-service, significantly influence the e-customers’ loyalty in the banking sector. Thus, to capitalize on the range of benefits that emanate from the use of e-CRM, continued review and enhancement of marketing strategies is needed, so as to achieve e-customers’ loyalty particularly, at the post-service stage. Kenyan commercial bank managers should focus on customer satisfaction specifically at post-service stage, to increase their ecustomers’ loyalty.

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

This article scaffolds on customer relationship management (CRM) theory and explores the association between electronic CRM (e-CRM) and electronic customer’s...

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

Published Online: Jan 11, 2018

Page range: 674 - 696

DOI: https://doi.org/10.1515/mmcks-2017-0039

Keywords
Customer loyalty, e-CRM, Service satisfaction, Relationship management, Relationship marketing, On-line Banking, Banking industry

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Exploring the e-CRM – e-customer- e-loyalty nexus: a Kenyan commercial bank case study

Published Online: Jan 11, 2018

Page range: 674 - 696

DOI: https://doi.org/10.1515/mmcks-2017-0039

KeywordsCustomer loyalty, e-CRM, Service satisfaction, Relationship management, Relationship marketing, On-line Banking, Banking industry

© 2018

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
Customer loyalty, e-CRM, Service satisfaction, Relationship management, Relationship marketing, On-line Banking, Banking industry