The Role of Relational Mediators in the CRM- Performance Link: Evidence from Indian Retail Banks
ثبت نشده
چکیده
CRM literature has considered the role of relationship quality (satisfaction, trust and commitment), but its respective effects on relationship maintenance (retention) and relationship development (cross-buying) are unnoticed. This research proposes an integrated model of CRM and investigates its impact on relationship quality, relationship maintenance, and relationship development. Specifically, it examines the effect of CRM on satisfaction, trust, retention and cross-buying. The results indicate significant and positive effect of CRM on satisfaction; satisfaction has a positive effect on trust, retention and cross-buying, and trust positively influences retention. Satisfaction plays a mediating role in the relationship between CRM and its outcomes. The results imply bank managers to focus on satisfying customers primarily to maintain and develop customer relationships.
منابع مشابه
The Role of Relational Mediators in the CRM- Performance Link: Evidence from Indian Retail Banks
CRM literature has considered the role of relationship quality (satisfaction, trust and commitment), but its respective effects on relationship maintenance (retention) and relationship development (cross-buying) are unnoticed. This research proposes an integrated model of CRM and investigates its impact on relationship quality, relationship maintenance, and relationship development. Specificall...
متن کاملEvaluation of performance of Indian Banks by using CAMEL AND G R A Techniques.
In the paper an attempt was made to study the performance of Indian Banks with the help of CAMEL(C-Capital Adequacy, A- Asset Quality, M- Management Quality, E-Earnings, L-Liquidity i.e. CAMEL) rating system, over the period of five years from (2011 to 2015) and then evaluated out the efficiency of banks with the help of GRA (Grey Relation Analysis) technique there by gaining confidence from in...
متن کاملThe Effects of Corporate Governance on Banks’ Performance (Evidence from of Indian Banks)
The aim of this study was an investigation of the effect of corporate governance on banks’ performance evidence from Indian Banks. This study tested a hypothesis according to the three levels of a model with three groups including the overall, public, and private sectors. This hypothesis focused on the relationship between different variables of the three levels in the new model of bank perform...
متن کاملPerformance of Credit Risk Management in Indian Commercial Banks
For banks and financial institutions, credit risk had been an essential factor that needed to be managed well. Credit risk was the possibility that a borrower of counter party would fail to meet its obligations in accordance with agreed terms. Credit risk; therefore arise from the bank’s dealings with or lending to corporate, individuals, and other banks or financial institutions. Credit risk...
متن کاملDesigning a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture.
In the era of modern technology, providing superior e-banking services and benefitting customers from new technologies will be the basis for each bank's superiority over its rivals. Therefore, the proper way of attracting and communicating with customers and improving the quality of e-banking services can provide a platform for improving the marketing performance of banks. Accordingly, the main...
متن کامل