Electronic Customer Relationship Management (E-CRM) and Customer Loyalty

This study examined the impact of E-CRM on customer loyalty with mediating effect satisfaction in banking industry. Customer is important for because when customers are satisfied services offered by their service providers, relationship gets stronger which further leads to positive word-of-mouth. The data was collected using purposive sampling from 836 banks’ who were and analyzed structural equation model (SEM) through AMOS. results revealed that had a significant also partially mediated between loyalty. would offer useful acumen both academicians marketers help bank managers improve quality provided customers.