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Does Technology Acceptance Change the Way from CRM to Customer Loyalty?: An Empirical Study on the Banking Industry

Does Technology Acceptance Change the Way from CRM to Customer Loyalty?: An Empirical Study on the Banking Industry
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Author(s): Yi-Yuan Liu (Oriental Institute of Technology, Taiwan)
Copyright: 2012
Pages: 14
Source title: Innovative Mobile Platform Developments for Electronic Services Design and Delivery
Source Author(s)/Editor(s): Ada Scupola (Roskilde University, Denmark)
DOI: 10.4018/978-1-4666-1568-7.ch006

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Abstract

This study explores the moderating effect of technology acceptance on the relationship between customer relationship management (CRM) in terms of distribution and tailor-made functions and customer loyalty in the banking industry. The author uses LISREL two-group path analysis to find the variances between high and low technology acceptance. Data collected from the customers of nine retail banks show that commitments have a mediating effect on the relationship between the tailor-made function of CRM and customer loyalty, while technology acceptance has significant effects on both relationships between the two functions of CRM and continuance commitment.

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