Mediating role of customer satisfaction with relationship crm and customer loyalty
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
UMT.Lahore
Abstract
The objective of this research is to measure the impact of customer relationship management
strategy on customer loyalty as a mediator of customer satisfaction. The sample of this study
is 201 and the questionair includes 24. This research is based on quantitative nature. The survey
collects data from respondents through question air. Calculate SPSS to study the Hypothesis of
this investigation. The finding of this research show that customer experience, service quality,
and Trust have an impact on customer satisfaction, customer Loyalty. The study utilizes a
quantitative research approach by collecting primary data through a survey of 201 customers
of selected banks in Pakistan. The data is analyzed using descriptive and inferential statistics
to test the hypotheses .The findings of the study indicate a positive relationship between
customer loyalty and CRM. The study suggests that customer loyalty significantly influences
the level of customer engagement, customer satisfaction, and retention in the banking sector.
Furthermore, the study found that customer loyalty positively affects the level of trust and
commitment that customers have with their banks, which in turn leads to an increase in
customer loyalty.
The study recommends that banks should develop and implement effective customer loyalty
programs to enhance customer engagement, satisfaction, and retention. Furthermore, banks
should adopt a customer-centric approach to CRM to build long-term relationships with their
customers. This study provides valuable insights for managers in the banking sector in Pakistan
to understand the importance of customer loyalty in CRM and develop effective strategies to
enhance it.