Examining the Interconnections Between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty

This study examines the impact of electronic customer relationship management (E-CRM) on loyalty through mediating effects experience and satisfaction in context banking industry. Customer are considered to be pre-requisite tools for improving enhancing long-lasting relationships with customers. The has adopted Stimulus-Organism-Response (S-O-R) model as theoretical support examine relationships. To achieve objectives, data was gathered from 836 banks’ customers India. then analyzed using structural equation modeling (SEM) AMOS. results revealed that all were found significant positive also proved mediators between E-CRM loyalty. Thus, these empirical will have both managerial implications which further provide useful insights bank managers improve their long-term