Effects of Electronic Customer Relationship Management (e-CRM) on Customer Loyalty: A Case of Standard Chartered Bank Kenya, Limited

Khabala, Timothy Oumar (2016) Effects of Electronic Customer Relationship Management (e-CRM) on Customer Loyalty: A Case of Standard Chartered Bank Kenya, Limited. Masters thesis, The Catholic University of Eastern Africa.

PDF (Effects of Electronic Customer Relationship Management (e-CRM) on Customer Loyalty: A Case of Standard Chartered Bank Kenya, Limited) Timothy Oumar Khabala.pdf - Accepted Version Restricted to Repository staff only Download (123MB) | Request a copy

Abstract

This study explored effects of electronic customer relationship management (e-CRM) on customer loyalty with specific reference to Standard Chartered Bank Kenya, Limited. The study adopted a descriptive survey design where both quantitative and qualitative data were collected. A total sample of 97 was reached where 19 were employees and 78 were customers. Two separate self-administered structured questionnaires were used to collect the data from each of the two target groups. Data analysis was done using Statistical Package for Social Sciences (SPSS) and Microsoft Excel. Regression analysis was used to investigate the effects of electronic customer relationship management (e-CRM) on customer loyalty and Pearson's correlation analysis was used to establish the relationship that existed between the three independent variables that is; pre-service e-CRM features, during-service e-CRM features and post-service e-CRM features and the dependent variable customer loyalty. The findings show that pre-service and during-service e-CRM features significantly influence customer loyalty whereas the post-service features according to employee respondents insignificantly influence customer loyalty. On the other hand, from the customers' perspective, the findings reveal that e-CRM features at all the three stages of an electronic transaction significantly influence customer loyalty. The findings further show that there is a relationship between e-CRM features and customer loyalty in the banking sector in Kenya. From the employees' perspective the pre-service and during-service e-CRM features have a statistically significant relationship with customer loyalty, whereas the relationship between post-service e-CRM features and customer loyalty is not statistically significant. From customers' perspective all the three e-CRM features have strong and statistically significant relationships with customer loyalty. The study concludes that there is a positive relationship between eCRM and customer loyalty and the former influences the latter in the Kenyan banking sector. The study recommends that banks should be focused in their strategies to review their plans and ensure that they are directed towards achieving deeper customer loyalty by enhancing the post-service e-CRM features and training their staff to change their perception about post-service (after-sales service) to be able to provide a good e-service experience to customers.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Africana
Depositing User:	Geoffrey Obatsa
Date Deposited:	04 Jul 2019 09:09
Last Modified:	04 Jul 2019 09:09
URI:	http://thesisbank.jhia.ac.ke/id/eprint/9359

Actions (login required)

View Item