ASSESSING THE IMPACT OF E-CRM ON CUSTOMER LOYALTY: THE MODERATING ROLE OF SERVICE QUALITY

Maryam Ahmad; Farhina Hameed

doi:10.71146/kjmr272

Authors

Maryam Ahmad Department of Management Sciences, National University of Modern Languages, Islamabad, Pakistan Author
Farhina Hameed Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan Author

DOI:

https://doi.org/10.71146/kjmr272

Keywords:

E-CRM, Brand Image, Customer Loyalty, Customer Satisfaction, Banking, Brand Reputation, Banking Sector, Service Quality, Customer perception

Abstract

This study examines the impact of Electronic Customer Relationship Management (e-CRM) on service quality and its subsequent effects on brand image and customer loyalty within the banking and retail sectors, using data from branches of Al-Falah and MCB Bank in Islamabad and Rawalpindi. Employing a quantitative research methodology, the study collected data from 300 customers using a structured questionnaire based on validated scales. The research specifically inspected whether improved service quality mediated by e-CRM enhances brand image and how this, in turn, influences customer loyalty. The study also examines the mediating factor of consumer satisfaction serving in these relationships. Preliminary findings indicate that effective e-CRM implementation significantly enhances service quality, which positively affects brand image and strengthens customer loyalty, particularly when consumer satisfaction is high. The paper highlights the importance of integrating e-CRM into the customer service strategies to boost customer perceptions and create loyalty, offering valuable theoretical and practical implications.