CRM as Antecedent of Electronic Retailing and Online Customer Satisfaction

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Author(s): Joshua Kofi Doe (Ghana Institute of Journalism, Ghana)and George Kofi Asamoah (Ghana Institute of Journalism, Ghana)
Copyright: 2022
Pages: 32
Source title: Building a Brand Image Through Electronic Customer Relationship Management
Source Author(s)/Editor(s): Arshi Naim (King Kalid University, Saudi Arabia)and Sandeep Kumar Kautish (Lord Buddha Education Foundation, Asia Pacific University, India)
DOI: 10.4018/978-1-6684-5386-5.ch008

Keywords: Business Science Reference / Customer Relationship Management / E-Business / Knowledge Management and Library Science

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Abstract

As location-based banking continues to give way for online banking globally, this chapter examines whether e-tailing practices yield customer satisfaction. The chapter also examines how CRM influences e-tailing and whether e-tailing can serve as a medium through which CRM yields customer satisfaction. Data, conveniently collected from 681 bank customers, were used for this study and analysed with PLS-SEM. The study found that CRM practices lead to better customer retail buying experiences for banks. E-tailing, mostly perceived by customers as an innovation in the service delivery process of banks, improved the image perceptions of banks. The study suggests that as part of a digital channel configuration, banks must build customer relationship marketing technologies as a backbone.

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CRM as Antecedent of Electronic Retailing and Online Customer Satisfaction

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