Evaluation of Customer Relationship Management and Customer Loyalty in Banking Sector: Intervening role of Key Workers Performance

Abstract

This study aims to examine the relationships between customer relationships management (CRM) dimensions, key workers performance (FEP) and customer loyalty (CL). Moreover, the mediating role of FEP on link between CRM dimensions and CL was also tested. Survey data was collected from 329 customers residing in western zone of Uttar Pradesh, India and data was analyzed using PLS algorithm along with bootstrapping method. CRM dimensions (CK, CO, CA and CE) significantly affect FEP. Additionally, FEP has a significant effect of CL. Moreover, FEP has a mediation role on link between CRM dimensions and CL. The contribution of this study is justified by the originality of the concept analyzed and the lack of any previous work dealing the interaction of CRM dimensions with FEP and mediating role of FEP in relationship between CRM dimensions and CL in Banking sector.